Anthony is a freelance creative strategist for growth-stage DTC brands in health, wellness and sustainability, scaling on Meta with persona-led ads and a testing system behind them.

The work starts with research rather than a script: reviews, communities, competitor teardowns and an audit of the account as it stands. Out of that come personas and the distinct angles each one responds to, then production-ready briefs and scripts, then a launch read on hook rate, hold rate and CPA that feeds the next round. Each test informs the next instead of starting over.

Before creative strategy he was a media buyer, which is why the work leans on human psychology, strong copywriting and data rather than taste: what a creative cost, what it returned, and whether it is worth another round. He has worked with a range of clients including MOJU, Skintique, Oculus, Foot Locker, Diageo and Superdrug.

He is based in London and works with brands worldwide, in English.