Meta & TikTok Ad Creatives — DTC / E-Commerce

Performance Creativefor DTC Brands.

Meta ad creatives, AI-powered production, and conversion-focused design built around customer psychology — not just visual polish.

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Heart Field Lamadrid, founder of HF Creative, working on a laptop

A beautiful ad with the wrongmessage still loses.

I don't just design ads — I approach every creative like a strategist. Before opening Canva or Figma, I ask five questions that decide whether the creative has a chance to work at all.

01Who is this for?
02What does the customer currently believe?
03What belief needs to change?
04Which angle will move them?
05What's the fastest way to stop the scroll?

Selected Work

Creative that carries a strategy.

A sample of recent Meta and TikTok ad creative work across e-commerce, DTC, and beauty brands.

Case Study 01 — AI UGC / Video Production

AI UGC Storytelling Ad for Beard Growth Serum

DTC Beauty & Grooming Brand2026AI Ad Creative SpecialistPublished Jun 27, 2026

Canva
CapCut
ElevenLabs
AI Image/Video Generation

Challenge

The brand needed UGC-style creative for a beard-growth serum without a UGC creator on retainer, and needed it fast enough to keep pace with a weekly testing cadence.

Research

Reviewed top-performing grooming ads on Meta and TikTok, read through community discussion on grooming forums and Reddit, and mapped the core objection standing between the audience and a purchase: 'does this actually work, or is it another empty promise.'

Strategy

Rather than lead with product features, the angle was built around a believable before-and-after story following a simple direct-response flow — Problem → Product Reveal → Solution → CTA — front-loaded with the skepticism the viewer already feels.

Creative Direction

Directed the piece as a single-take, handheld-style testimonial with natural pacing, on-screen captions for silent autoplay, and a hook built entirely around the viewer's internal doubt in the first two seconds.

Execution

Produced the full ad using AI UGC video generation tools, with an AI voice-over built in ElevenLabs and video editing and pacing finished in CapCut — refined through several iterations to remove anything that read as synthetic or overly polished.

Deliverables

AI-generated UGC video ad (9:16, Reels/Stories/TikTok)
ElevenLabs AI voice-over track
Caption-timed cutdown for silent autoplay feeds
Hook variation set for testing

Results

Delivered within the client's rapid testing timeline
Approved on first review with no reshoot cycles
Used as a template for follow-up AI UGC batches

Lessons Learned

AI UGC only reads as authentic when the script is written like a real testimonial first — the tools handle execution, but belief and pacing still have to be designed by hand.

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Case Study 02 — Static Ads / Weekly Production Pipeline

High-Volume Meta Ad Creatives

E-Commerce Brand — Ongoing Retainer2026Ad Creative DesignerPublished Mar 29, 2026

Canva
Figma

Challenge

The client's media buyer needed a continuous supply of fresh static creative — over 100 variations a week — to keep multiple test campaigns from going stale.

Research

Audited the account's existing creative library and competitor ads weekly to spot fatigue signals early and identify which visual and messaging patterns still had headroom.

Strategy

Built a variation framework rather than one-off designs: a small set of proven angles, each pushed through multiple visual treatments, offers, and hook lines so testing volume never depended on finding a brand-new idea every day.

Creative Direction

Established a consistent static ad system — grid, type, and product-photography treatment — so variations stayed on-brand while still reading as distinct tests to the algorithm and the audience.

Execution

Ran a weekly production cycle: brief, rapid iteration of winning concepts across multiple hooks and angles per product, batch design in Canva and Figma, internal review against the brand system, then delivery in ad-ready formats sized for Feed, Stories, and Reels placements.

Deliverables

100+ static ad variations per week
Multiple hooks and angles per product
Organized delivery by angle, offer, and placement
Creative naming convention for media-buyer tracking

Results

Sustained a 100+ creative/week output for months without missing a cycle
Helped the brand avoid creative fatigue by constantly rotating angles
Retained on the account long-term based on consistency and turnaround

Lessons Learned

At high volume, systems beat inspiration — a reusable variation framework produces more usable tests per week than trying to invent a new concept every time.

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Case Study 03 — Creative Strategy / Static Ads

Scroll-Stopping Static Ads for E-Commerce Brands

DTC E-Commerce Brand2025–2026AI Static Ad Designer / Creative Visual DesignerPublished Nov 30, 2025

Canva
CapCut
AI Image Generation

Challenge

The brand's existing ads looked polished but weren't converting — a sign the message, not the visuals, was the problem.

Research

Went back to the customer before touching the design tool: mapped what the audience already believed about the product category, and where competitor ads were making the same tired claims.

Strategy

Reframed the offer around a specific belief shift rather than a feature list, then built the visual hierarchy to make that one belief the first thing a scrolling thumb registers.

Creative Direction

Stripped each ad down to a single dominant message with minimal supporting elements — favoring bold typography, sharp product focus, and high-contrast layouts over decorative visuals that compete for attention.

Execution

Used AI-powered image generation alongside professional graphic design techniques to build clean, modern, product-focused layouts, then delivered a full set of static variations per angle, tuned for Facebook, Instagram, and TikTok.

Deliverables

Angle-based static ad sets
AI-generated, product-focused visuals
Placement-specific sizing (Feed, Story, Reels)
Creative rationale notes for each concept

Results

Improved engagement, CTR, and overall brand visibility versus the brand's prior creative batch
Gave the media buying team clearer signal on which belief-driven angles to scale
Established a repeatable brief structure for future static batches

Lessons Learned

A beautiful ad with the wrong message still loses — the highest-leverage design decision happens before anything gets opened in Canva or Figma.

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Case Study 04 — Creative Strategy / Static Ads

High-CTR Sunglasses Ad Creatives (Meta Ads Testing Angles)

DTC Sunglasses Brand2026Ad Creative Designer | Performance Marketing Creative Designer

Canva
Figma

Challenge

The brand was leaning on a single ad design with no read on which angle actually earned clicks — engagement and CTR had plateaued.

Research

Mapped the buying triggers specific to sunglasses shoppers — functional need, aesthetic identity, and price-driven urgency — then checked which were already being said by competitors.

Strategy

Rather than pick one angle, built four in parallel — problem–solution hooks, lifestyle and aesthetic appeal, offer-focused creatives, and UGC-style layouts — so the account could let performance data pick the winner instead of guessing upfront.

Creative Direction

Every angle kept a mobile-first, in-feed read: one clear visual idea, a hook line built for the first half-second, and layouts that hold up at thumbnail size.

Execution

Produced a full variation set per angle, sized for Feed and Stories, ready to load directly into Meta Ads Manager for a structured A/B test.

Deliverables

4 distinct creative angles
Multiple static variations per angle
Feed and Stories sizing

Results

Gave the media buyer a structured angle test instead of a single guess
Helped identify which angle actually drove CTR once live
Delivered multiple variations for ongoing A/B testing

Lessons Learned

Testing angles, not just designs, is what actually moves CTR — the visual treatment matters less than which belief the ad leads with.

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Case Study 06 — AI Creative Production / Native Ads

Native-Style Ads with Realistic Models & Product Integration

DTC Brand2025–2026AI Ad Creative Designer / Native Ads SpecialistPublished Dec 28, 2025

AI Image Generation
Canva

Challenge

Traditional-looking ads were getting tuned out by an audience that scrolls past anything that reads as an obvious promotion.

Research

Studied what makes organic lifestyle content feel trustworthy — natural lighting, believable settings, and product presence that doesn't dominate the frame.

Strategy

Built ads to look like real feed content first and an advertisement second, using realistic AI-generated models in natural settings rather than studio-style product shots.

Creative Direction

Directed model selection, lighting realism, and product placement so nothing in the frame reads as staged — the product sits inside the scene instead of being presented to camera.

Execution

Produced a set of native-style static ads using AI-generated imagery, layout-optimized for Facebook, Instagram, and TikTok feeds.

Deliverables

AI-generated native-style static ads
Lighting and scene realism direction
Multi-platform sizing (Facebook/Instagram/TikTok)

Results

Ads blended into feed rather than reading as promotional
Improved perceived authenticity versus studio-style creative
Gave the brand a native ad option without a physical photoshoot

Lessons Learned

Authenticity in native ads comes from restraint — the less the product looks 'presented,' the more the ad gets trusted.

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Case Study 07 — AI Video Production / UGC-Style

Talking-Head AI Avatar Ads for E-Commerce & UGC Campaigns

E-Commerce Brand2025–2026AI Video Ad Creator / Talking-Head Avatar SpecialistPublished Dec 28, 2025

AI Video Generation
Scriptwriting

Challenge

The brand wanted authentic-feeling talking-head UGC video without booking and coordinating real creators for every batch.

Research

Studied what makes a talking-head UGC ad feel human rather than scripted — natural pacing, imperfect phrasing, and expressions that match what's being said.

Strategy

Used AI avatars as the on-camera 'creator,' but treated the script exactly like a real UGC brief — clear, persuasive, and built to build trust fast.

Creative Direction

Directed avatar selection, expression, and gesture to avoid the flat, over-enunciated delivery that immediately signals 'AI-generated' to a viewer.

Execution

Handled scripting, avatar selection, voiceover, and pacing/editing optimized for TikTok, Facebook, and Instagram placements.

Deliverables

AI avatar talking-head video ads
Persuasive UGC-style scripts
Platform-optimized cuts (TikTok/Facebook/Instagram)

Results

Delivered UGC-style video without a live creator shoot
Faster turnaround than coordinating real talent
Maintained a human, trust-building feel on camera

Lessons Learned

An AI avatar only feels human if the script and pacing are written like a real conversation — the avatar is the actor, not the writer.

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Case Study 08 — Creative Strategy / Advertorial

Advertorial-Style Ad Creative for Health & Wellness Product

Health & Wellness Brand2025–2026Creative Designer | Advertorial Ad Creative DesignerPublished Mar 14, 2026

Figma

Challenge

Straight promotional ads were losing credibility in a wellness category where audiences are naturally skeptical of hard-sell claims.

Research

Looked at how advertorial and expert-backed editorial content earns more trust than a direct promotional ad in health-adjacent categories.

Strategy

Designed the creative to read like an informative article rather than an ad — leading with credibility signals before the product ever appears.

Creative Direction

Combined product visuals, lifestyle imagery, and informative-style headlines to simulate a native, editorial-feeling placement.

Execution

Built the advertorial layout in Figma, balancing editorial credibility with clear product visibility so it still functioned as a paid social asset.

Deliverables

Advertorial-style ad layout
Editorial-style headline system
Product + lifestyle visual integration

Results

Increased perceived credibility versus a direct promotional format
Gave the brand a native-feeling asset for paid social
Improved fit for content-driven marketing placements

Lessons Learned

In skeptical categories, borrowing the visual language of editorial content earns more trust than a stronger promotional claim.

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Case Study 09 — AI UGC / App Demo

TikTok UGC Ad for Productivity Notes App

Productivity / Notes App2025–2026UGC Ad Creator | AI Avatar Video Editor | TikTok Ad Creative DesignerPublished Mar 14, 2026

AI Video Generation
Screen Recording

Challenge

The app needed to demonstrate a fast, abstract benefit — 'capture ideas quickly' — inside a short-form format that can't afford a slow explanation.

Research

Reviewed how TikTok-native app ads earn attention in the first second and how creator-style reviews build trust faster than a feature list.

Strategy

Paired a natural, creator-style review with a live screen recording of the app in use, so the claim and the proof appear in the same breath.

Creative Direction

Structured the ad around a scroll-stopping hook, a quick product demonstration, and a clear call-to-action — fast enough for a mobile-first, short-form audience.

Execution

Used an AI-generated UGC avatar to simulate a natural creator review, combined with screen recordings of the note-taking flow to show the product in action.

Deliverables

TikTok-style AI avatar UGC ad
Screen-recorded product demo cut into the ad
Mobile-first short-form structure

Results

Demonstrated the app's core benefit inside a short-form format
Combined creator-style trust with real product proof
Delivered without needing a live app demo shoot

Lessons Learned

For app ads, showing the product doing the thing beats describing the thing — the demo is the proof.

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Case Study 10 — Graphic Design / Carousel Ads

High-Converting Branded Carousel Designs

Multiple E-Commerce Brands2025–2026Graphic DesignerPublished Dec 13, 2025

Canva

Challenge

Carousel ads are easy to make forgettable — inconsistent branding across slides and no clear reason to keep swiping.

Research

Looked at what makes a carousel actually get swiped through versus abandoned after slide one: a clear visual hierarchy and a reason to see the next card.

Strategy

Treated each carousel as one continuous message split across cards, not a set of unrelated slides, with consistent branding carrying the eye forward.

Creative Direction

Established a repeatable slide system — hook slide, supporting slides, close slide — so every carousel stayed on-brand while still building toward a conversion.

Execution

Designed each carousel in Canva to align seamlessly with each brand's existing visual identity, with strong hooks on the opening card to earn the swipe.

Deliverables

Branded carousel ad sets
Consistent slide-to-slide visual system
Hook-first opening card design

Results

Improved swipe-through consistency across carousel sets
Kept brand identity consistent across multiple slides
Gave brands a repeatable carousel structure to reuse

Lessons Learned

A carousel only works if slide one earns the swipe to slide two — the hook card carries the entire format.

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Case Study 11 — AI UGC / Video Production

Auriona Evening Calm – AI UGC Meta Ads Creative

Auriona — Sleep & Nervous System Recovery Supplement2025–2026UGC Video Editor & Creative DesignerPublished Mar 14, 2026

AI Video Generation
Video Editing

Challenge

Auriona's Evening Calm supplement needed ad creative that could make an invisible problem — an overactive nervous system at night — feel immediately recognizable.

Research

Focused on the specific, relatable nighttime struggle: overthinking and an active nervous system that won't switch off, rather than generic 'better sleep' messaging.

Strategy

Built the ad around that one relatable moment, then let the product resolve it — visualized through subtle, cinematic bedroom scenes instead of clinical supplement messaging.

Creative Direction

Directed calm, cinematic nighttime scenes and wellness-style motion graphics to match the emotional register of the problem — quiet, not loud.

Execution

Developed the short-form ad concept, wrote the script, generated key scenes with AI assistance, and edited a complete sequence optimized for Meta performance.

Deliverables

AI-assisted UGC-style video ad
Full script and scene concept
Meta-optimized edit

Results

Gave the brand a relatable emotional entry point instead of a feature pitch
Matched creative tone to a wellness/sleep audience
Delivered a complete ad sequence ready for Meta testing

Lessons Learned

For wellness products, naming the exact nightly struggle the audience already recognizes does more work than describing the ingredients.

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Case Study 12 — AI Creative Production / Fashion

AI-Generated Fashion Ad Creatives for Streetwear Brand

Streetwear Brand2025–2026AI Creative Designer | Ad Creative DesignerPublished Mar 14, 2026

AI Image Generation

Challenge

The brand needed high-quality fashion marketing visuals without the cost and lead time of a traditional photoshoot.

Research

Looked at what makes AI-generated fashion imagery read as premium rather than artificial — realistic lifestyle staging and natural product fit.

Strategy

Used AI-generated models to wear and present the brand's products in realistic lifestyle contexts, replacing the photoshoot step without lowering visual quality.

Creative Direction

Focused on strong branding, bold typography, and product-centered visuals so the AI-generated imagery still communicated the brand's identity clearly.

Execution

Generated realistic lifestyle models, integrated the streetwear products naturally, and composed the final ads for social media marketing.

Deliverables

AI-generated fashion lifestyle imagery
Product integration on generated models
Branded ad layouts

Results

Produced marketing visuals without a physical photoshoot
Maintained a premium, on-brand look across creative
Sped up creative turnaround for a fashion drop cycle

Lessons Learned

AI-generated fashion imagery holds up when the brand's typography and layout system carry as much weight as the model shot itself.

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Services

Where the work lives.

From strategy to finished, ad-ready assets — everything a media buyer needs to keep testing.

01

Meta Ad Creatives

Static and video ad creatives for Meta built on customer psychology, not just visual polish — designed to stop the scroll and move belief.

Feed
Reels
Stories

02

Static Ads

High-volume static ad design for e-commerce and DTC brands — built for rapid testing, iteration, and weekly refreshes at scale.

A/B Testing
Batch Production

03

AI Creative Production

AI-assisted UGC and product videos that cut production time without cutting the strategy — built with modern generative workflows.

AI UGC
AI Product Video

04

UGC Concepts

Native-feeling UGC concepts and scripts engineered to blend into the feed while still carrying a clear commercial hook.

Scripts
Hooks
Native Ads

05

Creative Strategy

Research-driven angle development — competitor teardown, customer belief mapping, and messaging built to move a specific audience.

Research
Angles
Positioning

06

Landing Page Creatives

Conversion-focused visual assets for landing pages that carry the ad's promise through to the point of purchase.

CRO
Funnel Assets

07

Motion Graphics

Direct-response video editing and motion design for Reels, TikTok, and Stories — paced for retention, built for performance.

Editing
Captions
Pacing

08

Creative Systems

Repeatable creative pipelines — briefs, variation frameworks, and testing structures that keep media buyers supplied every week.

Frameworks
Weekly Pipelines

Creative Process

Research first. Design second.

A repeatable workflow that turns customer psychology into creative that's built to be tested, not just admired.

01

Research Competitors

Study what's already running — top ads, landing pages, and creative strategy frameworks in the category.

02

Identify Customer Beliefs

Map what the customer currently believes and what belief has to shift before they'll buy.

03

Develop Winning Angles

Turn research into a shortlist of angles worth testing — grounded in psychology, not guesswork.

04

Build Multiple Concepts

Draft several distinct creative concepts per angle so the strongest idea has room to surface.

05

Design Creative Variations

Produce static, UGC, and motion variations built for rapid A/B testing across placements.

06

Test

Ship variations into live testing environments alongside the media buyer's account structure.

07

Analyze Results

Read performance data to separate what actually moved metrics from what just looked good.

08

Double Down

Scale what works into new variations and angles, keeping the creative pipeline compounding weekly.

About

Heart Field Lamadrid

I help DTC and e-commerce brands create high-converting ad creatives that drive clicks, engagement, and sales — with a focus on Meta Ads creative strategy, direct response video editing, UGC-style content, static ad design, and AI-powered creative production.

As a Top Rated freelancer on Upwork with a 100% Job Success Score, I've partnered with clients across eCommerce, DTC, lead generation, beauty, wellness, home services, fashion, and B2B — combining creative strategy, consumer psychology, and performance marketing principles with modern AI tools to produce ad assets efficiently, without cutting corners on strategy.

Founder of HF Creative, based in Cadiz, Negros Occidental, Philippines. Open to freelance projects, creative collaborations, and long-term client partnerships.

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Job success score: 100%
Upwork status: Top Rated
Projects delivered: 27
Hours on production: 495+
Avg. response time: 0–4h
Creatives / week capacity: 100+

Experience

Founder · HF Creative

Present

Producing high-converting Meta and TikTok ad creatives for DTC and e-commerce brands — static ads, AI UGC, and direct-response video — for international clients through freelance and contract partnerships.

Freelance Creative Strategist · Upwork

2025 — Present

Top Rated freelancer with a 100% Job Success Score, delivering ad creative and funnel design work across eCommerce, DTC, and lead-generation accounts.

BS Computer Science · North Negros College

2022 — 2026

Focused on app development — a technical foundation that shapes how AI tools and creative systems get used in production, not just how the ads look.

Client Feedback

“Hartfield goes the extra mile and was easy to work with on my project. I will be hiring him again for more edits.”
AI Editing Reels

“Good cooperation with the Field.”
Test Trial — AI UGC Videos

“Thank you sir Valentin, and for the opportunity.”
Recherche Designer Créatives Statiques pour Meta Ads

FAQ

Good to know.

What exactly do you deliver?

Static Meta ads, AI UGC and AI product videos, scroll-stopping hooks and concepts, and creative variations built for A/B testing — sized and formatted ad-ready for Meta and TikTok placements.

What's your turnaround time?

Standard static batches turn around within a few days. High-volume weekly retainers are built around a fixed weekly cycle, so the media buyer always has fresh creative on schedule.

Do you run the ad campaigns too?

I focus on creative — strategy, design, and production. I work directly alongside media buyers and can align tightly with account structure, but campaign management sits with your buyer or team.

Which industries have you worked with?

eCommerce, DTC, lead generation, beauty, wellness, home services, fashion, and B2B — the strategy adapts per category, but the underlying process stays the same.

Do you work from a creative brief, or develop the strategy too?

Both. If you have a brief, I'll execute it well. If you want a creative partner, I research competitors, map customer beliefs, and bring new angles to the table every cycle — not just what's asked for.

How do we start working together?

Reach out with your brand, offer, and current creative — I'll review what's live, flag quick opportunities, and outline how a first batch or ongoing retainer would work.

Available now · Responds in 0–4 hours

Let's build creativethat performs.

Send your brand, offer, and current creative — I'll review what's live and outline how a first batch or an ongoing weekly retainer would work.

heartfieldlamadrid@gmail.com