At ByHeart I partnered closely with our creative agency Digital Donut to develop a high volume and iterative creative process—producing six concepts with four ads each month. 

My role spanned the full lifecycle: drafting concepts end-to-end, optimizing scripts for both performance and MLR (Medical/Legal/Regulatory) compliance and ensuring every piece reinforced the brand’s aesthetic and credibility in a highly regulated industry. I placed particular emphasis on hooks—both visual and messaging—to test different “ways in” and identify what resonated most with our audience. 

This approach allowed us to balance constant experimentation with the careful presentation and trustworthiness required in the baby nutrition space.