For Cloudpillo, a Dutch D2C sleep brand, I developed the creative strategy, creative direction and campaign style for their Meta advertising. The campaign was built around one of Cloudpillo’s biggest sales moments of the year. The challenge was to create a clear and distinctive campaign system that could drive performance across a wide range of products, using stronger hooks, a clearer visual hierarchy and a consistent brand approach throughout. My work covered the creative strategy for the static ads, campaign concept, copy and rollout across multiple touchpoints, including static ads, email and website. Everything was built as one coherent system, with AI used selectively to scale output while keeping the visual direction consistent. Compared to the same campaign the year before, and with a lower media budget, the metrics on static ads ROAS increased by 1,6x and CTR by 45%. The result was more qualified traffic and a higher return, with less spend.