Social media has been part of my life since I was very young, when I created my first Facebook account.

Then Instagram and TikTok appeared, and the ads we used to see on television suddenly became part of every platform feed.

I realized I really enjoyed working with raws that shared a concept, organizing them and building a narrative.

When I started doing this professionally and my videos began generating views and sales, I had a question: what made those videos special?

Suddenly, I came across terms like hook rate, ROAS, CTR and MER. Those words were only the entrance to a new world I had always been interested in, but which could now help me answer many of my questions.

That is when I realized that the worlds I enjoy creating as an art director could also exist in a brand's audiovisual content.