Creative Strategy · Design Ops · Art Direction

Creative is a system.
Not a miracle.

I develop ad concepts that stop the scroll — built from real consumer research. Then I architect the production system that ships them at scale. Strategy to execution, one pipeline.

120+

Ads / Day

90%

Fewer Revisions

600%

Efficiency Gain

10yr

In the Craft

Industries I've produced for

Supplements Skincare Health & Wellness Fitness Food & Beverage Tech & Gadgets Legal Services Lifestyle

How I Think

Design that depends on talent
doesn't scale. Systems do.

I'm André Vega. 10 years in graphic design, creative strategy, and art direction — leading teams that produce high-volume DTC ad creative for eCommerce brands across paid social.

My work starts before Photoshop opens. I dig into the brand's customer reviews, comments, and feedback to extract the exact language, frustrations, and desires the audience already has. That Voice of Customer research becomes the foundation for every concept — the hooks, the messaging angles, the visual hierarchy decisions. I develop concepts that catch the consumer's eye because they speak the consumer's language.

Then I make sure it scales. I industrialize creative production into documented, repeatable systems — frameworks, quality gates, onboarding protocols — so the output doesn't depend on one person having a great day. Research to strategy to execution to production, one continuous pipeline.

Focus Creative Strategy · Design Ops

Domain DTC / eCommerce / Paid Social

Leadership Teams of 3–4 Designers

Personal Output 42 Deliverables / Day

Experience 10 Years

Location Paraguay · Remote

Creative Pipeline

Every ad starts with data.

This is how I connect consumer research to finished creative. Five stages, each one feeding the next — so by the time a designer opens Photoshop, the concept is already informed by real customer language.

Brand Research

Deep-dive into the product, its market, and its competitors. Understand what the brand sells — but more importantly, why people buy it.

VoC Extraction

Mine real reviews, comments, and feedback to pull out the exact words, frustrations, and desires the audience already uses. This is the raw material for concepts.

Creative Strategy

Turn consumer insights into scroll-stopping concepts — the hooks that grab attention, the messaging that resonates, the visual angles that make someone pause and look twice.

Art Direction

Apply the right visual framework to each concept. Choose the hierarchy, the composition, the color language — then execute with AI-integrated workflows at speed.

Scalable Production

The 1+3 variant engine multiplies each concept into 3 deliverables. Strong concepts, produced fast, with quality built into the process.

Design Ops System

Six components.
Zero bottlenecks.

This is the operating system I build inside every team I lead. Six modular components, each documented and teachable. The system runs even when I'm not in the room — that's the point.

▢

Brief Intake Gate

Standardized entry point with a submission checklist. If a brief doesn't pass, it goes back to Strategy — not to the designer. Bad briefs never enter the queue.

▦

Concept Anatomy

Every ad ships with four non-negotiable elements: Headline, Subheadline, CTA, Hook Image. The spec defines what — never how. Craft stays with the designer.

▣

Framework Catalog

Six proven visual structures (Us vs Them, Problem/Solution, Features & Benefits, and more). Every brief picks one. Designers do craft, not strategy.

▨

Daily Choreography

Three async rituals — Day Start, Continuous Production, Day Close. No standups. No time tracking. Continuous flow, never idle.

▩

3-Layer QA

Self-QA (30 seconds), Peer-QA (async, non-blocking), Lead Sample (20% random). Three filters, zero bottlenecks. The producer always moves forward.

▬

Naming & Traceability

One identifier system across every role. Full traceability from brief to shipped asset. No version sprawl, no shared export folders.

The 1+3 Variant Engine

This is the economic trick behind the volume. One real concept, two copy-swap duplicates. It's the difference between 9 concepts/day and 3 — and it's why the team ships without burnout.

V01 — Core

Full Concept

~32m

All 4 elements designed from scratch

V02 — Variant

Copy Swap

~4m

Headline + Subheadline swap only

V03 — Variant

Copy Swap

~4m

Headline + Subheadline swap only

V01 absorbs the creative work. V02 and V03 are duplicate-and-edit operations. If a variant requires changing image, layout, or CTA — it's a new concept, not a variant. This rule is the difference between 9 concepts/day and 3.

Framework Catalog

No guessing what
kind of ad to make.

I maintain a catalog of six proven visual structures. Every brief picks one before it reaches a designer. Each framework has a known visual signature that's legible in under one second — because that's all you get in a feed.

Us vs Them

The Comparison

Split-screen contrast structure with color-coded superiority signals. Checks vs crosses. Fast scan-comparison for competitive positioning.

Problem / Solution

The Pain Point

Emotional hook that names the user's frustration, then presents the product as the hero. Social proof badges seal the deal.

Features & Benefits

The Value Stack

Central product with dynamic bullet points connecting features to benefits. High-contrast CTA inside the safe zone.

Isolated Hook

Product Is King

Minimalist structure — product as visual lead with generative backgrounds. Minimal text, maximum impact. Pure branding power.

Social Proof

Mass Validation

Star ratings, real comment overlays, authority badges, user counters. Converts skeptical users through wisdom of the crowd.

Founders Choice

Authority & Transparency

Founder photo with product, handwritten-style annotations. Humanizes the brand. Exceptional in health and supplement verticals.

What Happens

When you run creative
like an operating system.

These are sustained numbers from a real production environment. This is what the system delivers when it's running.

Revision Rate

–90%

Because the system catches errors before they reach the client — not after

Designer Output

6 → 10

Concepts per designer per day, without working longer hours

Monthly Volume

~1,620

Deliverables per month from a 3-person pod, sustained

New Designer Ramp

2–4 wk

From day one to full velocity at 90%+ approval — because the system teaches

The difference in approach

Without a System

With This System

Creative decisions based on trends and taste

Concepts informed by real customer language (VoC)

3–5 concepts per designer per day

9 concepts + 3 variants each = 27 per designer

High revision cycles, subjective feedback loops

3-layer QA that catches issues before review

Quality depends on who's working that day

Quality is built into the process, not the person

Onboarding takes months of shadowing

New designers reach full speed in 2–4 weeks

AI tools used experimentally, inconsistently

AI wired into the production pipeline end-to-end

Selected Work

Concepts that convert.

Real ad concepts and video edits from high-volume DTC campaigns. Strategy-driven creative built to perform in the feed.

PurePath — Supplement Static

Fundsmart — Finance Static

Obvi — Supplement Static

Primal Queen — Wellness Static

Hollow Socks — Apparel Static

Flow Alarm — Tech Static

UndrDog — Auto Care Static

H&W — Wellness Static

Petsmont — Pet Care Static

Pure Plank — Fitness Static

SAF — Lifestyle Static

Acapella Challenge Video

Base — Video Edit Video

Beliefs

What I've learned
in 10 years of doing this.

Creative is the new targeting.

In 2026, the algorithm uses your ad's content to find the audience. The hook, message, and visual hierarchy ARE the targeting signal. My job is to make that signal sharp and repeatable.

A system that surveils its operators eventually loses them.

I don't track hours, pickup times, or individual approval rates publicly. Output is the only metric. How a designer distributes their day is their business. That's why the team stays.

Patterns, not incidents.

When quality dips, I look at which layer of the system is leaking — never which designer is failing. The friction log captures patterns, and the system evolves. Individuals are never blamed.

The system should bend, not break you.

If a process creates more friction than it removes, it gets escalated and fixed. Every component exists to serve the team. The moment it doesn't, I rewrite it.

Creative is a system.
Not a miracle.

Design that depends on talent
doesn't scale. Systems do.