Metalshub: Ads Campaigns & Copywriting

Led the creative direction and execution of two digital advertising campaigns for Metalshub, focused on promoting the company’s Procurement Solution and Sales Solution to a highly specialized industrial audience. The initial brief defined only the target audience and the products to promote, leaving the creative strategy, messaging direction, and campaign structure largely undefined. To establish a stronger foundation for the work, I initiated a brainstorming process to explore positioning angles, visual narratives, and messaging territories that could resonate within a traditionally conservative B2B market. From there, I developed the initial campaign concepts, visual direction, motion assets, and early-stage copy foundations, shaping the overall creative approach before collaborating with the content team during later refinement stages. The campaigns were designed primarily for LinkedIn, balancing performance-oriented communication with a more modern and visually distinctive brand presence. In addition to static ads, I developed short-form video assets to create a more dynamic and scalable campaign system. One of the key challenges throughout the project was the absence of a structured performance analysis framework, which limited the team’s ability to properly evaluate lead generation results and iterate strategically after launch. The project highlighted both the opportunities and limitations of building creative systems within a lean startup environment where strategic oversight and marketing infrastructure were still evolving.