Creative Strategy · Meta & TikTok · DTC

I turn research into creative that earns the scroll.

I'm Sorina, a creative strategist for direct-to-consumer brands. I dig into the category, the competitors and the audience first, then build the concepts, briefs and scripts that turn those insights into ads people actually stop for.

See the work Work with me
Portrait of Sorina Ciucanu, creative strategist
2 years in
creative strategy
$444K+ Ad spend behind the work shown here
5,731 Purchases driven by these ads
45.7% Best hook rate on a single creative
6 DTC brands partnered with
  • FOCL
  • Sunny Within
  • Sculpted Peaks
  • Batch
  • Hiker Hunger Outfitters
  • Sonia Roselli

01 / About

Sorina photographed in natural light

I am Sorina,

I've been a creative person my whole life, always the one drawing, building, or making something out of nothing.

It was in high school that I actually started creating for real, and photography was where it all began.

Then TikTok took off, and I fell in love with short-form content and the challenge of holding attention in seconds.

I started creating UGC content on my own and from there, it's history.

  • Photography
  • Short-form content
  • UGC
  • Creative direction

02 / Approach

Your creative
strategist.

That interest turned into a career. Two years in creative strategy now, working with DTC brands on Meta and TikTok.

I usually start by looking at what's out there, what competitors are saying, what our audience actually responds to, before I even think about a concept.

Then I get into the fun part: coming up with ideas and turning them into briefs, whether that's a static, a video, or a script for UGC. Once it's live, I dig into the data to see what's really working.

Sorina in profile, lit in warm amber against a dark background
  1. 01

    Research

    What's already out there, what competitors are saying, and what the audience actually responds to, before a single concept exists.

  2. 02

    Concept

    Ideas built on the angles the research surfaced, shaped into positioning that a real person would recognise themselves in.

  3. 03

    Brief & script

    Turning concepts into production-ready briefs: statics, video, or full scripts for UGC creators.

  4. 04

    Read the data

    Once it's live, I first check spend, then analyze soft metrics and media buying metrics to spot the winners or creatives with the most potential, then iterate on them.

03 / Clients

Brands I worked with

04 / Selected work

Four brands, in detail

The thinking, the creative, and the numbers it produced. Every ad below links to the live post.

  • SettingAgency-side
  • Concurrent brands3 to 4
  • Per brand3 to 5 concepts
  • MethodRepeatable strategy framework

Case 01

FOCL

FOCL is a plant-powered wellness brand helping people sleep better, feel calmer, and unwind, without the crash or the hangover.

My role Competitive research, creative direction, concepts, briefs and UGC scripts. Creators chosen from our UGC manager's roster; media buying by our media buyer.

  • ChannelsMeta · TikTok
  • Focus2 products
  • Spend$393,764

We focused on 2 products

See the strategy framework I reuse
FOCL Sleep Gummies
Sleep Gummies
What worked
The highest-performing messaging focused on women navigating perimenopause and menopause, where sleep disruption was a clear and relatable pain point.
Our focus
We translated broad sleep issues into highly specific, everyday struggles that our audience immediately recognized.
FOCL Happy Gummies
Happy Gummies
What worked
An alcohol-alternative positioning outperformed broader relaxation messaging, particularly among women noticing they no longer recovered from drinking the same way.
Our focus
Reducing uncertainty around THC became the priority, positioning Happy Gummies as a predictable way to relax without feeling out of control.
Sleep Gummies video ad still

Winning creative

Sleep Gummies

  • $73,749Spend
  • 1,070Purchases
  • 1.00Purchase ROAS
  • $68.92Cost / purchase
  • 42.43%Hook rate
  • 19.31%Hold rate
  • 1.85%CTR (link)
  • $44.48CPM
  • $2.40CPC
  • 2.11Frequency
What we think made this one stand out
  • A hook that sounded almost too good to be true for the target audience.
  • A clear focus on the end benefit, not just the sleep problem.
  • Because we ran it through a creator people already knew and trusted, the recommendation felt much more natural.
  • Footage from different stages of her life made the recommendation feel genuine.
  • A story built from elements we already knew resonated individually.
Happy Gummies video ad still

Longest-running top performer

Happy Gummies

  • $320,014Spend
  • 4,197Purchases
  • 1.00Purchase ROAS
  • $76.25Cost / purchase
  • 45.69%Hook rate
  • 25.54%Hold rate
  • 2.01%CTR (link)
  • $28.76CPM
  • $1.43CPC
  • 2.11Frequency
What we think made this one stand out
  • We already knew the “know your dose” message was working, so we gave it a new format instead of starting from scratch.
  • The B-roll + text overlay format made it feel like a piece of content rather than an ad.
  • Because we ran it through a creator people already knew and trusted, the recommendation felt much more natural.
  • It started as an iteration and ended up becoming our longest-running top performer.

Other winning formats

Different formats, same strategic backbone.

Case 02

Sunny Within

Sunny Within is a wellness brand creating science-backed, liposomal supplements that support healthy aging and longevity.

We positioned Longevity as the hero product based on its strong sales performance.

My role Competitive research, creative direction, concepts, briefs and UGC scripts. Creators chosen from our UGC manager's roster; media buying by our media buyer.

  • ChannelsMeta · TikTok
  • Hero productLongevity
  • Spend$29,798
Sunny Within Longevity supplement
What worked
People had heard of NAD+ but mostly through expensive IV treatments. Positioning Longevity as “NAD+ without the IV” became our highest-converting angle.
Our focus
Lead with NAD+ to grab attention, then reinforce the product's value with liposomal absorption and 7 anti-aging ingredients in one daily pouch.
Longevity video ad still

Winning creative

Longevity

  • $29,798Spend
  • 392Purchases
  • 1.19Purchase ROAS
  • 42.40%Hook rate
  • 20.55%Hold rate
  • 2.56%CTR (link)
  • 00:06Avg. watch time
  • $3.14CPC
  • 1.23Frequency
What we think made this one stand out
  • Leads with NAD+, an ingredient we already knew customers were interested in, instead of pushing the product immediately.
  • Starts by educating the audience about different forms of NAD, creating curiosity before the sell.
  • Uses a strong hook to capture attention while the product is naturally introduced.
  • Balances education + curiosity instead of relying only on product claims.

Other winning formats

The same insight, re-cut for where the audience already spends time.

Case 03

Sculpted Peaks

Sculpted Peaks creates hand-carved stone mountain sculptures that turn meaningful places and memories into timeless pieces.

My role Competitive research, creative direction, concepts, briefs and UGC scripts. Creators chosen from our UGC manager's roster; media buying by our media buyer.

  • ChannelsMeta · TikTok
  • Hero campaignFather's Day
  • Spend$20,599
A hand-carved stone mountain sculpture held in two hands
What worked
The creatives that stood out were the ones that let the sculpture speak for itself. Showing the details, craftsmanship, and premium feel helped people understand the uniqueness of the product.
What we focused on
Starting videos with strong visual hooks that showcased the beauty of the sculpture, creating an emotional connection through the story and feeling behind each mountain.
Father's Day video ad still for Sculpted Peaks

Winning creative

Father's Day

  • $20,599Spend
  • 72Purchases
  • 1.77Purchase ROAS
  • 32.61%Hook rate
  • 25.43%Hold rate
  • 1.47%CTR (link)
  • $20.92CPM
  • $1.43CPC
  • 1.35Frequency
What we think made this one stand out
  • We opened with the sculpture right away, which made people stop and feel like they were watching a real moment instead of an ad.
  • The “you nailed it” hook added an authentic reaction feel, making it seem like a genuine opinion rather than a brand message.
  • The B-roll between the daughter and dad brought the story to life and made the emotion feel genuine.
  • The small details, especially the final handshake after putting the sculpture on the shelf, gave the video a memorable ending.
  • We built on a short-form format that we already knew worked well for the brand.

Other winning formats

Craft, founder story and social proof, cut three different ways.

05 / Next

Let's make something
worth stopping for.

Open to creative strategy roles and freelance partnerships with DTC brands.

soriina22@gmail.com

Thank you.