Creative Strategist | Nicole Pacheco
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About this site
This is a performance creative portfolio by Nicole Pacheco, a Creative Strategist based in Brazil.
Built to showcase real client cases, ad breakdowns, and the creative methodology behind every brief.
What's inside
7 client cases across pet care, fashion, food, wellness, aesthetics, coaching, and travel. Each case includes the full creative rationale - hypothesis, format, key elements, and possible variations.
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How to use this portfolio
Click any folder on the desktop to open a case study.
Each window has tabs - Overview, ad Breakdowns, and Statics or Carousel where available.
Windows are draggable and resizable - grab the title bar to move, drag the corner to resize. Use the ● ● ● buttons to close, minimize, or maximize.
The dock at the bottom gives you quick access to the CV, Contact, LinkedIn, Creative Flywheel, and a few Easter eggs. 🙃
About
Brief-first. Hypothesis-driven. Performance-obsessed.
I build creative that converts.
-> Open About Me
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📶🔋
🐾 Petvi Condropure
Overview
Podcast Ad
Street Interview
Statics
Petvi Condropure: building a full-funnel creative system for a veterinary supplement brand
R$800K in ad spend across a full-funnel testing system, with Partnership Ads featuring veterinarians, influencers, and celebrities.
The biggest creative learning: video hooks with aggressive visuals (dog limping, sadness cues) reached 60-70% hook rates but underperformed on conversion. Switching to specificity-led hooks dropped hook rate to 40% and improved both CVR and ROAS. Hook rate is not the goal. Conversion is.
The podcast format - a 1-hour recorded conversation between a veterinarian and the brand CEO - became the top mid-funnel asset, consistently outperforming in remarketing campaigns.
The biggest creative learning: video hooks with aggressive visuals (dog limping, sadness cues) reached 60-70% hook rates but underperformed on conversion. Switching to specificity-led hooks dropped hook rate to 40% and improved both CVR and ROAS. Hook rate is not the goal. Conversion is.
The podcast format - a 1-hour recorded conversation between a veterinarian and the brand CEO - became the top mid-funnel asset, consistently outperforming in remarketing campaigns.
PodcastStreet InterviewUGC / Talking HeadB-rollStaticPet CareVeterinary SupplementsR$800K Ad Spend
Podcast Ad - Hook Variations
HypothesisIf we frame veterinary knowledge as information being withheld from pet owners and deliver it through a podcast format, pet parents will trust the product recommendation as expert-validated rather than brand-driven.
Ad ConceptYour vet knows something you don't - and it's affecting your dog.
FormatPodcast - long-form conversation between a veterinarian and the brand CEO, edited into performance clips. Mid-funnel asset, strongest in remarketing campaigns.
Hook A"Your vet never told you this?" - authority gap, triggers curiosity and mild fear of missing out on critical information
Hook B"Signs your pet may have nutritional deficiencies" - symptom recognition, leads with the problem before introducing the expert
Key Elements
- Podcast visual signals trust and education, not advertising
- Veterinarian presence as credibility anchor
- Problem-first structure: dry paws, brittle nails, bad breath as entry points
- 1h recorded session with vet + CEO generated multiple clips across funnel stages
Variations
- Consequence-led hook: "What happens to your dog when supplementation is ignored"
- Short-form clip: vet answer only, no host, for colder audiences
- CEO angle: why we built this product alongside a veterinarian
Street Interview Ad
HypothesisIf the ad is indistinguishable from organic content - a spontaneous street interaction with a dog - pet owners will engage before they realize it's an ad, making the product recommendation land as a trusted peer moment rather than a brand message.
Ad ConceptThe most natural recommendation is one that doesn't feel like one.
FormatStreet interview, lo-fi POV - chest-mounted camera, spontaneous interaction with a dog owner, organic product mention with no hard CTA.
Hook"Can I pet your dog?" - disarms immediately, triggers emotional response
Key Elements
- Lo-fi format signals authenticity, reduces ad resistance
- Product discovery happens naturally mid-conversation (dog's bad breath)
- Peer-to-peer recommendation, no brand voice
- Trust is the conversion mechanism
Variations
- Same format, different discovery angles: dog reluctant to move, dog limping, dog low energy
- Text overlay version for silent viewing
- Multiple owners, scalable across the pet parent cluster
Static Creatives | Petvi Condropure - A selection of assets across authority, emotional connection, symptom-based, and promotional angles. Formats: single image, checklist, UGC-style product shot.
👚 IEDA Club
Overview
Creative Concept
Founder Series
Carousel
IEDA Club: building a full creative operation for a Brazilian premium activewear brand
As co-founder and creative director, I built the full creative operation for IEDA Club: a Brazilian premium activewear brand built around women's comfort.
From competitive research and audience mapping through scripting, production, paid creative, and episodic brand content, every asset was built with the same brief-first, hypothesis-driven process.
From competitive research and audience mapping through scripting, production, paid creative, and episodic brand content, every asset was built with the same brief-first, hypothesis-driven process.
UGC-style VideoNative Social ProofCreative ConceptCarouselEpisodic SeriesDTC FashionActivewearCo-founder · Creative Strategist
Creative Concept Ad - Roulette
HypothesisIf we visualize the choice between IEDA and a legging that lets you down as a game where IEDA always wins, the product's core benefit lands without a single word of explanation.
Ad ConceptThe perfect legging isn't luck. But it's always the answer.
FormatA roulette wheel split between "the right legging" and "the wrong one". It always lands on IEDA.
Key Elements
- Visual hook: roulette spinning immediately creates anticipation
- No voiceover needed - concept is self-explanatory
- Competitive framing without naming a competitor
- Payoff is built into the format itself
Variations
- Same mechanic with different pain points on the "losing" side (rides up, no pocket, bad fabric)
- Version with sound design to amplify the spin and landing moment
- Static version of the first frame as a standalone ad
Founder Content Series
HypothesisIf we open with a problem every active woman has experienced and then reveal that this exact frustration is what created the brand, the founder's story becomes the most credible product pitch we could make.
Ad ConceptThe brand didn't start with a business plan. It started with a bad legging, with a REAL problem.
FormatVoiceover Vlog - conversational tone, problem-first structure that transitions into brand origin story.
Hook"Have you ever tried to squat in a legging that goes transparent, rolls up, or sits in all the wrong places? That's exactly where IEDA started."
Key Elements
- Hook leads with a shared physical experience, not a brand message
- Audience self-selects immediately: active women who have felt this
- Origin story follows naturally as the solution, not a pitch
- Founder as talent builds trust and brand authenticity
- B-rolls of the backstage experience of building a brand
Variations
- Problem-only version as a hook clip for top-of-funnel
- Comment reply format: "someone asked how IEDA started: here's the real answer"
Carousel Content - IEDA Club. Educational carousel series built around the customer's problem, not the product. Each slide answers a question the audience is already asking.
☕ Runevia
Overview
POV Recipe
Coffee vs Mushroom
Statics
Runevia: introducing a new coffee ritual to an audience that didn't know they needed one
Content strategy for a functional mushroom coffee brand entering a market dominated by habit. The challenge: convince daily coffee drinkers to consider a switch without making it feel like a sacrifice.
No paid results to report. What's here is the creative thinking behind the content.
No paid results to report. What's here is the creative thinking behind the content.
POV RecipeVoiceover B-rollComparisonStaticWellnessFunctional Beverages
POV Recipe Ad
HypothesisIf we show how easy and enjoyable the mushroom coffee ritual is through a first-person recipe format, curious coffee drinkers will lower their skepticism toward a new product category before we've asked them to buy anything.
Ad ConceptYour new favorite coffee ritual takes two minutes.
Text HookBetter coffee alternative
VO Hook"This is my favorite way to make instant mushroom coffee"
FormatPOV B-roll + voiceover - full recipe shown on screen, no hard sell.
Key Elements
- Hook leads with curiosity, not a claim
- Recipe format removes friction: audience learns before they decide
- First-person POV creates intimacy and makes the product feel personal
- Product is demonstrated, not advertised
Variations
- Different recipes: iced version, latte, morning routine
- Voiceover swap: benefit-led hook instead of ritual-led
- ASMR version for silent engagement
Coffee vs. Mushroom Coffee - Comparison Ad
HypothesisIf a relatable problem (coffee anxiety and jitters) is introduced through a personal story before the product is ever mentioned, health-conscious coffee drinkers will see mushroom coffee as a natural next step rather than a compromise.
Ad ConceptSame ritual, better feeling.
VO Hook"I used to drink regular coffee, but it was making me anxious and jittery. So I switched to Runevia - and I find it so much more gentle."
Visual HookAn appetizing cup of coffee, then a smooth transition into the recipe.
FormatVoiceover + B-roll - visual and audio tell different parts of the same story simultaneously.
Key Elements
- Voiceover leads with problem recognition, not product promotion
- "More gentle" positions Runevia without attacking regular coffee
- Comparison is emotional, not clinical
Variations
- Angle variants: sleep quality, afternoon crash, stomach sensitivity
- Different talent: multiple people sharing the same switch story
Static Creatives | Runevia
🌾 Grão Nutriworld
Overview
ASMR
Unboxing
Grão Nutriworld: format-first creative for a natural food brand
Content strategy for a Brazilian natural food brand selling freeze-dried fruits, seeds, protein supplements, and superfoods. Creative team handled concept and production internally - paid traffic managed internally.
The priority here was matching format to product truth: sensory products need sensory creative.
The priority here was matching format to product truth: sensory products need sensory creative.
ASMRUnboxingVoiceover B-rollFoodWellnessNutrition
ASMR Ad - Grão Nutriworld
HypothesisIf the ad leads with sound instead of information, the audience experiences the product before they process that it's an ad.
Ad ConceptYou don't need to explain crunch. You just need to film it.
FormatASMR single take - product in frame, model's lips only, light music underneath, no voiceover, no cuts.
Key Elements
- Hook is auditory: the crunch of freeze-dried fruit stops the scroll through sound
- Minimalist framing keeps all attention on texture and product
- Single take signals authenticity, no production artifice
- Sensory experience does the selling
Variations
- Different products with different textures and sounds
- Side-by-side ASMR comparing two products
- Add text overlay with product name only, no claims
Unboxing Ad - Grão Nutriworld
HypothesisIf the person unboxing is clearly part of the target audience - gym clothes, active lifestyle - the product feels like a natural fit for that life rather than a purchase that needs justification.
Ad ConceptWhat a nutrition haul actually looks like.
FormatVoiceover + B-roll unboxing - model in gym wear opens and presents each product received, voiceover guides the experience.
Key Elements
- Talent wardrobe signals target audience before a word is spoken
- Unboxing format creates product discovery without a sales pitch
- Multiple products shown in one video increases perceived value
- Voiceover keeps energy personal and conversational
Variations
- Reaction-first version: genuine first taste during unboxing
- Split into individual product spotlights from the same footage
- ASMR version: remove voiceover, let sounds carry the video
💜 Ana Kolodji
Overview
Split Screen
Q&A + Audio
Ana Kolodji: performance creative for a motherhood mentorship brand
Content strategy for a Brazilian mentor and coach working with mothers - both a personal mentorship and a dedicated app, LifeMama. Content ran across paid and organic. No performance data available from the traffic side.
The creative challenge: speak to mothers who feel overwhelmed without making the content feel heavy. Every format was chosen to create recognition first, solution second.
The creative challenge: speak to mothers who feel overwhelmed without making the content feel heavy. Every format was chosen to create recognition first, solution second.
Split Screen ContrastQ&A Box + Trending AudioCoachingPersonal DevelopmentMotherhood
Split Screen Contrast Ad
HypothesisIf we show the same ordinary day lived two different ways - anxious versus present - mothers will recognize themselves in one side and desire the other before the brand says a word.
Ad ConceptSame day. Different decisions.
Hook"same day. different decisions"
FormatSplit screen - two simultaneous scenes of the same day, one showing anxiety and overwhelm, the other showing presence and security.
Key Elements
- Hook works as text before the video plays - already creates tension
- Split screen makes the contrast undeniable without explanation
- No voiceover needed: the visual does the emotional work
- Audience self-identifies with one side immediately
- Mentorship is implied as the bridge between the two realities
Variations
- Audio contrast: anxious soundscape on one side, calm on the other
- Carousel version: each slide shows one decision and its outcome
- Angle variant: "same mother. different support."
Q&A Box + Trending Audio Ad
HypothesisIf we use a native platform format - a question box answered in real time - mothers will engage with the content as a conversation rather than an ad, making the mentorship offer feel like a natural recommendation.
Ad ConceptThe skills motherhood gives you that nobody warns you about.
Question"What skill did you never imagine developing until you became a mother?"
FormatQ&A box + trending audio - 15 seconds, finger counting synced to music timing reveals three answers that connect directly to Ana's mentorship.
Key Elements
- Question format invites participation before the answer arrives
- Trending audio makes the content feel native and algorithm-friendly
- Finger counting synced to music creates satisfying rhythm and retention
- Each answer connects to a real pain point the mentorship addresses
- 15 seconds: low commitment, high rewatch potential
Variations
- Same format, different question: "what no one tells you about being a mom who works"
- Extend to 30 seconds with more answers for warmer audiences
- Text-only version: overlay the three points without the Q&A sticker
✨ Face Doctor
Overview
Talking Head + iPad
Green Screen
Face Doctor: creative strategy for one of Brazil's leading aesthetic clinic franchises
Content and paid social creative for Face Doctor Campo Belo, part of one of Brazil's most recognized aesthetic clinic franchises. Content ran across paid and organic. Conversion data unavailable due to internal sales team constraints.
The creative focus: build trust fast in a category where the audience is skeptical and the decision takes time.
The creative focus: build trust fast in a category where the audience is skeptical and the decision takes time.
Talking Head + iPadGreen ScreenBeautyAestheticsHealthcare
Case Presentation Ad - Talking Head + iPad
HypothesisIf we open with a mirror-moment question that makes the audience self-examine, then show a real patient's transformation process on screen, potential patients will see themselves in the before and desire the after without needing a hard sell.
Ad ConceptThe before is the hook. The process is the proof.
Hook"Do you recognize yourself in this face?"
FormatTalking head with iPad case - doctor presents real patient before and after while walking through the treatment process on screen.
Audience Iterations
- Mature woman - targeting age-related concerns
- Younger patient - targeting preventive and aesthetic treatments
- Male patient - expanding audience beyond the typical female target
Variations
- Different treatments, same format
- Patient testimonial version: patient holds the iPad themselves
Green Screen Process Ad
HypothesisIf we lead with "this treatment went viral" as the hook, the audience will want to understand why something already has social validation before we've made any claim - lowering skepticism before the explanation begins.
Ad ConceptThe treatment that earned its own word-of-mouth.
Hook"This treatment went viral - and here's why."
FormatTalking head with green screen - the treatment process plays behind the speaker as they explain what makes it different.
Key Elements
- "Went viral" hook borrows existing social proof without needing to prove it
- Green screen keeps visual interest high while the speaker delivers information
- Process visible on screen while expert explains: shows and tells simultaneously
- Urgency created by social momentum, not by discount or deadline
Variations
- Different treatments with strong visual processes
- Replace "went viral" with specific social proof: views, patient count
- Version without green screen for more intimate, direct-to-camera feel
✈️ TrocTrip
Overview
Influencer Skit
Contrast Vlog
TrocTrip: 5x return on ad spend for a travel platform challenging the full-price booking habit
TrocTrip is a travel platform offering up to 30% off hotel bookings. With a monthly investment of R$1,400, the creative strategy generated over R$7,000 in tracked conversions - a 5x return across the campaign period.
The creative challenge: make saving money on travel feel exciting, not cheap. Influencer briefing was central to the strategy. Every creator brief included hook direction, format structure, key message hierarchy, and platform-specific guidelines.
The creative challenge: make saving money on travel feel exciting, not cheap. Influencer briefing was central to the strategy. Every creator brief included hook direction, format structure, key message hierarchy, and platform-specific guidelines.
Influencer SkitContrast VlogTravelHospitality5x ROAS
Influencer Skit Ad
HypothesisIf we frame a travel invitation as a spontaneous phone call between friends, the audience experiences the product discovery the same way they would in real life - through a trusted peer, not a brand.
Ad ConceptThe trip starts with one phone call.
Hook"Girl, let's travel. I just don't want to spend a lot."
FormatSplit screen skit - influencer calls her friend to plan a trip, then walks through how she booked it for less using TrocTrip.
Key Elements
- Split screen makes the conversation feel real and native
- Hook leads with desire (travel) before introducing the solution (saving money)
- App walkthrough within the skit keeps the CTA natural
- 4,725 organic views on the influencer's own profile
Variations
- Same format, different travel scenarios: weekend trip, international, solo
- Reaction version: friend says yes immediately, cuts to trip footage
Contrast Vlog Ad
HypothesisIf we make the audience feel the stress of their current reality before showing the alternative, the desire to escape becomes the conversion driver - not the discount.
Ad ConceptYou're one booking away from this.
VO Hook"Have you ever thought about leaving this for this?"
FormatContrast vlog - opens with traffic sound effects and city chaos, cuts to waterfalls, birdsong, and hotel footage, then transitions into a travel vlog showing the full trip booked at a lower price.
Key Elements
- Audio hook lands before the visual: traffic sounds create immediate tension
- Hard cut to nature resets the emotional state of the viewer
- Contrast does the selling: no price needed in the hook
- Saving money is the rational payoff after the emotional desire is built
Variations
- Different contrast pairs: office Monday vs. beach Friday, rain vs. sunshine
- Shorter version: hook only, cut to booking screen CTA
🔄 Creative Flywheel
Research -> Roadmap -> Briefing -> Production -> Post-Production -> Launch -> Performance Analysis -> repeat.
About Nicole
Nicole Pacheco
Creative Strategist · DTC Co-founder · Audiovisual Production
I'm a Creative Strategist with a background in audiovisual production and DTC brand-building.
I run the full creative cycle: niche research, audience mapping, scripting, production direction, and UGC and influencer briefing.
I'm also a DTC co-founder. Building IEDA Club from scratch means I understand the full brand lifecycle, not just the creative execution - and that perspective shows in every brief I write.
I have hands-on experience working alongside paid traffic teams and a strong understanding of performance metrics. I'm currently deepening that expertise through an intensive Creative Strategy mentorship focused on Meta performance creative.
Brazilian, US-educated, and drawn to brands in wellness, fashion, food, and coffee. Outside of strategy: tennis player, Hyrox competitor, published poet. I find my best ideas when I'm moving.
Creative StrategyDTCMeta AdsUGC BriefingScriptingProduction DirectionInfluencer StrategyBrand BuildingBilingual EN/PT
📒 Notes - CV
Nicole Pacheco
Creative Strategist · nicoleegpacheco@gmail.com · linkedin.com/in/nicole-gomes-pacheco
Profile
Creative Strategist with a background in audiovisual production and DTC brand-building. I run the full creative cycle - research, scripting, production direction, UGC and influencer briefing - with hands-on experience alongside paid traffic teams. Co-founder of IEDA Club. Bilingual in English and Portuguese.
Experience
Creative Strategist & Project Manager
Unsunk Productions · Brazil · 2023 - Present
Research-first approach to performance creative: deep customer and competitor research (Meta Ad Library, Reddit, reviews, forums) before writing a single brief. Develop hypothesis-driven creative briefs for Meta paid campaigns with angle frameworks, hook formulas, and conversion-focused CTAs. Manage the full creative flywheel from research to iteration. Brief and direct UGC creators, editors, and designers. Lead cross-functional creative team across hospitality, healthcare, wellness, and services clients.
Creative Strategy Trainee
Nudgy Mentorship Program · Remote · 2025 - Present
Intensive Creative Strategy mentorship covering the full paid social methodology. Applying direct-response frameworks including hook writing, format strategy, angle development, and performance brief structure for Meta and TikTok campaigns. Developing creative angles, hypothesis backlogs, and testing systems.
Co-Founder & Creative Director
ieda.club · Brazil · Founded 2024 · Launched Nov 2025
Co-founded a premium DTC activewear brand, built the full creative strategy operation from scratch. Deep competitive research (Lululemon, Gymshark, Aerie). Produced original episodic content series "ieda around." Wrote all creative briefs, hooks, scripts, and brand copy. Designed full visual identity: logo, typography, packaging, and apparel tags.
Account Manager - Client Services
Actowork · Brazil · 2023
Strategic bridge between brand clients and agency creative and paid media teams. Managed timelines, content calendars, and approval cycles across multiple concurrent brand accounts. Contributed to client-facing proposals and creative recommendations.
Social Media Freelancer
JK Sushi Restaurant · Brazil · 2020 - 2021
Developed and executed monthly social media strategy: platform-native content, content calendars, branded visual assets, and campaign planning.
Marketing & Graphic Design Intern
Fresh Films · Rock Island, IL · 2020 - 2021
Produced social media content and designed advertising graphics and branded merchandise. Contributed to weekly marketing strategy sessions.
Skills
Creative StrategyMeta AdsDTC Brand-BuildingScripting & Hook WritingUGC BriefingInfluencer StrategyProduction DirectionPerformance CreativeCreative TestingAudience MappingPaid SocialShort-Form VideoBrand IdentityEpisodic Content
Education
Bachelor of Arts - Business Administration, Marketing & Graphic Design
Augustana College · Rock Island, IL, USA · May 2022
GPA 3.89 / 4.0 · Dean's List (6/6 terms) · Phi Beta Kappa · Founders Scholarship ($21,000)
Certifications & Training
Creative Strategy Mentorship
Nudgy · 2025 - Present
Creative Direction for Digital Marketing
Coolmerce
Creative Formats for Paid Social
Hannah Franklin
Sales Training: Winning with Relationship Selling
Dale Carnegie
Beyond Work
Tennis player · Hyrox competitor · Poetry reader · Bilingual (EN / PT)
Languages
English - Fluent | Portuguese - Native
✉️ Contact
✉️
Let's talk.
A possible position, a project, or just a creative chat.
✓ Copied to clipboard!
nicoleegpacheco@gmail.com
⚠️ Announcement
⚡
Looking to collaborate.
I'm looking to work with the coolest, most exciting brands out there - the ones obsessed with creative that actually converts.
If that sounds like you (or someone you know), let's talk.
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✓ Copied!
🗑️ Bin of Ideas
Ideas I haven't made yet. Some are great. Some are unhinged.
- 📊 A creative data dashboard built around a brand's full production flow
A process map that is replicable, copyable, and built to be improved - not just tracked. - 📖 Social listening brand books - where the customers wrote it, I just organized it
Pulled from reviews, DMs, and Reddit threads. The audience already wrote your brand book. - 🏃 A performance creative system built specifically for wellness brands
A replicable, studied, and tested system. Swipe files, angle banks, and hypothesis structures built for brands where the lifestyle is the hook. - 🎙️ A podcast where creative strategists cold-pitch real brands, live
No prep, no deck. Just a brief and a Zoom call.
👤
About Me
🔄
Creative Flywheel
CV
LinkedIn
Mail
Announcement
Bin of Ideas
💜
After Effects would like to help
Cleaned up your footage folder? Too bad - there's literally no way to connect all those Photoshop layers and videos without spending three hours renaming things you'll rename again tomorrow.
🔵
Photoshop needs your attention
You have 47 layers named "Layer Copy 3", "Layer Copy 3 copy", and "FINAL_FINAL_v2_USE THIS". Photoshop can't help you find the right one. Photoshop will never help you find the right one.
🟠
Illustrator has made a decision
No, I will not connect these anchor points in the way you want. And no, I will not explain why. You know what you did.
✨
Claude? Yes, I'm obsessed.
I use it to move faster without losing quality. This portfolio? I coded it with Claude. I don't use it because I can't think without it - I use it to go beyond what I could do alone. Genuinely obsessed.
Video
This video will be available at deployment.