UGC Creative Direction
Background
UGC became a core part of our paid social creative strategy, requiring a scalable process that could consistently produce authentic, high-performing content across multiple clients and industries. In addition to my role as Art Director, I served as the team's UGC lead, helping establish the creative direction and production process for UGC campaigns.
I developed creative concepts, wrote scripts and key talking points, directed creators, and built a standardized creator brief process that streamlined production, improved content quality, and reduced the need for reshoots. Throughout production, I reviewed creator submissions, provided creative feedback, and ensured every deliverable aligned with the campaign strategy while maintaining a platform-native feel.
My Role: UGC Strategy • Concept Development • Script Writing • Creator Direction • Creative Brief Development • Creative QA • Process Development
Featured Campaigns
The following examples showcase different creator-led concepts developed across mobile gaming, e-commerce, and consumer brands. Each approach was tailored to the platform, audience, and campaign objective while maintaining a native, authentic feel.
Mobile gaming
Snake Clash
Nostalgia-driven UGC concept inspired by early 2000s mobile gaming, using retro props and familiar gameplay references to position Snake Clash as a modern take on a classic experience while capturing attention through recognizable cultural cues.
Candywriter - Bitlife
Narrative-driven UGC concept designed to showcase BitLife's unpredictable gameplay through humor, escalating scenarios, and creator-led storytelling, encouraging viewers to imagine their own in-game outcomes and explore the game's endless possibilities.
Ecommerce
K&G – FeMale Creator
Social-first concept inspired by iconic 90s makeover montages, reimagined through a Gen Z lens to showcase K&G's prom collection using trend-aware humor, relatable storytelling, and platform-native creative.
K&G – Male Creator
Interactive UGC concept designed to showcase K&G's prom collection through Gen Z humor, audience participation, and trend-aware storytelling, encouraging viewers to engage by choosing their favorite look while creating a native social experience.
Sports Betting
Underdog
Educational UGC concept designed to make fantasy sports feel approachable for first-time users by combining creator-led storytelling with clear product education, reducing perceived complexity while building confidence to try the platform.
Fliff
Lifestyle-driven UGC concept positioning Fliff as an effortless way to stay connected to NBA action through everyday moments, blending creator-led storytelling, platform-native humor, and reward-focused messaging to make sports engagement feel approachable and entertaining.