A Saudi abaya brand selling through a Salla storefront. I handled the paid social side: ad creative production and campaign setup across TikTok and Meta. Abayas are a hard category to sell on a static frame — the product is largely one colour, and what actually converts is movement, fabric weight, and how a piece falls and flows. So the creative leaned into motion: vertical video showing drape and silhouette, close cuts on fabric texture and detailing, and fast-cut styling variations that show one piece worn several ways. Each concept was built vertical-first for TikTok and Reels, with sound-off legibility and a hook landing in the first two seconds. I produced multiple creative variants per campaign so the platform had real options to optimise against, rather than one asset carrying all the spend. Copy and on-screen text were written in Saudi Arabic for the local market, with clear offer framing and a direct path into the Salla product page. Campaigns ran on both TikTok Ads Manager and Meta Ads Manager, with creative rotated based on what performed. Deliverables: vertical video and static ad sets for TikTok and Meta, Arabic ad copy, and campaign setup and creative iteration against results.