BACKGROUND
This project was for a client in the organic meal kit subscription space. The goal was to drive first-box trials from health-conscious adults who hadn't yet tried the brand by addressing the real friction point in healthy eating rather than leading with a product pitch.
I wrote a three-slide carousel where each slide has a single job: name the problem, prove the outcome, make the offer. The opening slide was written to name a specific, relatable moment rather than a general frustration, because specificity is what stops the scroll. The result was a story ad structured so each swipe earns the next, with the offer only appearing once the audience already has a reason to want it.
