Practice area

Social-First
Creative.

TikTok, Instagram, Reels, Stories, paid and organic — designed for the feed, not adapted to it.

01
TikTok campaigns
Short-form video that reads like content, not a spot.
Objective
Build a native TikTok presence for a beauty and fashion accessories brand — discovery, product education and creator-led storytelling.
Audience
Curly-hair community, beauty-first Gen Z and Millennial consumers on TikTok.
Deliverables
Concept & script · On-camera direction · Edit & sound design · Series formats · Trend-adaptive posts
Marcelle's role
Founder, Creator, Editor.
A tone-of-voice and format library used across an always-on TikTok programme.
02
Instagram campaigns
Feed, Reels and Stories as one connected surface.
Objective
Translate brand campaigns into a native Instagram programme — feed, Reels, Stories and Highlights working together.
Audience
Beauty, fashion and lifestyle consumers across the UK and US.
Deliverables
Feed grid design · Reels concept & edit · Story templates · Highlight covers · Launch sequences
Marcelle's role
Creative Direction, Design, Content.
A modular Instagram system that survives real-world publishing — not just a moodboard.
03
Short-form video & Reels
Concept, direction and edit — built for the scroll.
Objective
Produce a body of short-form video for launches, evergreen storytelling and creator content.
Audience
Feed-first audiences across TikTok, Instagram Reels and YouTube Shorts.
Deliverables
Concepting · Shoot direction · Edit · Sound design · Cutdowns for paid
Marcelle's role
Direction & Edit.
A pool of short-form assets reusable across paid, organic and email.
04
Paid social creative
Creative built to test, iterate and scale.
Objective
Produce paid social creative that respects the platform — static, video and carousel — designed for iteration on Meta and TikTok.
Audience
Prospecting and retargeting audiences across Meta and TikTok.
Deliverables
Static ads · Motion ads · Carousel ads · UGC edits · Variant libraries
Marcelle's role
Creative Direction & Design.
Creative frameworks that let teams ship variants fast without losing brand.
05
Static creative & carousels
Editorial thinking, feed-native execution.
Objective
Design carousel and static creative that earns attention in the scroll — for launches, education and always-on storytelling.
Audience
Feed audiences across Instagram, LinkedIn and Pinterest.
Deliverables
Carousel design · Static posts · Story frames · Editorial layouts
Marcelle's role
Design & Art Direction.
A visual system flexible enough to hold a launch and quiet enough to hold an evergreen post.
06
Motion graphics & social-first photography
Photography and motion produced for social from the shoot day.
Objective
Plan and shoot with the feed in mind — vertical crops, motion moments, hero stills all captured together.
Audience
Digital-first consumers across every social surface.
Deliverables
Shot lists · Vertical & square capture · Motion moments · Retouching · Delivery-ready master files
Marcelle's role
Photographer, Art Director, Producer.
Shoot days that produce a full social library — not just a hero image.