At Felmo, a fast-growing pet health startup, I was responsible for developing and executing visual campaigns across all digital channels. As Photographer and Art Director, I helped scale the brand’s e-commerce business through data-driven design and content production. During my time there, the online shop grew significantly and reached profitability. My visual assets were used across all paid social platforms, Amazon, and the Felmo online shop.

Visual Language
Felmo had no established visual identity when I joined. I developed a cohesive brand language that balanced medical credibility with emotional storytelling, tailored to our primarily female target group. This visual strategy became the foundation for all product communication.

Product & Packaging Design
With rapid product expansion, I designed labels, packaging, and product presentations for monthly releases. I maintained consistency across the product line while improving brand perception and conversion rates through clear hierarchy and trust-focused design.

Performance Marketing & Ad Creation
Working closely with the Head of E-Commerce, I art directed high-performing ad creatives based on continuous A/B testing. I developed static and motion campaigns for Meta, Google, Amazon, Bing, and print using my skills in video editing, animation, graphic design, photography.
Through over 1.5 years of testing, we refined a successful conversion-led creative strategy.

Art Direction, Photography, Motion Design, Strategy