Mother Root
Data-obsessed creative leader turning customer insight into ads that scale.
As Performance Creative Lead at Mother Root, I built the creative engine that turned insights and strategy into distinct visual worlds and scalable ad campaigns that drove £300K+ in spend at around £39 CPA.
I line-managed a video editor (Joshua Abantao) and Social Media Manager (Katie Barnett), gave feedback on creative strategy, wrote ad briefs, edited both in-house and UGC ads, and ran the whole production review process through to launch. After launch, I kept a close eye on performance with a test-and-learn mindset, doubling down on what worked to keep scaling results.
Credits
- Performance Creative Lead
- Pinar Baygul-Stevens
- Creative Strategy
- Pinar Baygul-Stevens, George Martin
- Video Editing
- Pinar Baygul-Stevens, Joshua Abantao
- Social Media Manager
- Katie Barnett
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YouTube
I concepted, wrote and edited YouTube ads that proved YouTube was a key growth channel for Mother Root.
Shoots
Alongside Brand Creative Lead Billie Mickwitz, I co-directed our Christmas lifestyle and studio shoots, where she directed photography and I directed videography.
I wrote all the shot lists for the lifestyle shoot, planning footage specifically for our ads and YouTube.
We have worked with a brilliant crew across campaigns.
Crew credits
- Videography
- Nick Whitworth (Marmalade and Jalapeño Ginger Shoot), Dylan Tillyard (Christmas Lifestyle Shoot), Rebecca Westcott (Christmas Studio Shoot, Videography & Photography)
- Photography
- Lizzie Mayson (Christmas Lifestyle Shoot), Amelia Pemberton (Lifestyle, BAU), Lucy Laucht (Ginger + Rhubarb + Mother’s Day Shoot)
- Drinks and Food Styling
- Lucinda Hankin
- Set + Prop Styling
- Jess Morris
- Creative Producer
- Rebecca Mcdonald (Jalapeño Ginger Shoot)
- Social Media Manager
- Katie Barnett
Organic social
I led Mother Root’s organic social strategy through a performance lens, line-managing our organic social manager, Katie, while defining our content pillars, formats and series, and planning organic tests to trial for paid.
The Heat
I led the pitch for a new content series, The Heat. For the first three episodes, we partnered with team gROW, Vicki Anstey and Dr Sophie Bostock, who are rowing 3,000 miles across the Atlantic unsupported this December to raise money for Inspiring Girls. They’re two women over 40 who refuse to settle for what’s expected of them, showing girls what grit and resilience look like, and they won’t settle for anything soft, including the drink they reach for at the end of a hard day.
“The longest slow burn. 3,000 miles. Two women. One stroke at a time. Soft was never the plan.”
Credits
- Videographer
- Dylan Tillyard
Social-first content
A Guide to British Summertime
I also created social-first content, shooting photos and videos for both paid and organic channels between shoots. I shot all the photos used in the example A Guide to British Summertime carousel.
Credits
- Social Media Manager
- Katie Barnett
