Overview

I worked with Bauer to create high-performing paid social ads across their product categories, including skates, sticks, training tools, apparel, and gear. I also developed ad creative for athlete collaborations, celebrity partnerships, and branded apparel lines like Bauer x Lululemon.

Challenge

Bauer needed to drive engagement and conversions during key sales moments like Black Friday and Cyber Monday, while speaking to a wide range of audiences—from elite athletes to beginners.

The challenge was creating a visual approach that could be used as a template and scale across products and audiences, while still feeling clear, compelling, and performance-driven.

Solution

I used performance insights from the strategy team and worked with copywriters to help shape a more defined creative system for paid social—focusing on clarity, hierarchy, and product storytelling.

We identified two key directions that were consistent high-performers:

• Grid layouts, which allowed us to showcase product collections, multiple angles, and contextual elements, enhancing engagement and product discovery.

• USP focused ads that highlighted specific performance benefits, materials, and customization options that could easily be tailored to different audiences.

I translated these insights into a repeatable visual system:

• Structured grid compositions that balanced information with visual clarity

• Clear focal hierarchy to guide attention across multiple products

• Bold, benefit-led headlines that anchored each ad

• Flexible templates that could adapt across categories, campaigns, and partnerships

This approach created a more consistent and scalable system for Bauer’s paid social—allowing for variation across products while maintaining a strong visual structure.

During Q4, this contributed to record-breaking sales, particularly across Black Friday and Cyber Monday campaigns.