Strategy-led UGC video ads for paid social — built from research and original concepts through direct-response hooks, scripts, professional performance, production and creative testing.
Request a Project →I can step in after the creative decisions have been made — or help make them.
For brands that already have a brief, script or agency-led concept, I provide professional creator performance, filming and production that fits the existing workflow.
For brands that need the creative itself, I can begin earlier: researching the product, audience, customer language, category and advertising environment; developing the angle; writing the hook, script and CTA; then performing and producing the finished creator-led ad.
The result is one accountable creative process from strategic idea through on-camera execution.
Some teams need an experienced creator to execute an established brief. Others need the advertising idea itself. The scope can begin wherever your internal creative process ends.
For agencies and brands with an existing concept, script or creative brief.
A master concept designed to create useful paid-social variation efficiently.
For brands that want to test genuinely different strategic ideas rather than only variations of one ad.
Brand, product, audience, competitors, customer language and relevant advertising.
Identify the opportunity and define the creative hypothesis worth testing.
Develop original angles and select the strongest direction for the objective.
Build the opening, body, CTA and visual structure around the concept.
Translate strategy into natural, persuasive creator-led communication — including humor when it serves the idea.
Film, edit and, where useful, create alternate hooks, CTAs or cuts for testing.
A new file is not necessarily a new concept.
A strategically designed master ad can support alternate openings, calls to action and edits while sharing the same core body and production. That gives paid-social teams useful creative variation without multiplying production unnecessarily.
USC film training and screenwriting experience applied to concepts, structure, character, dialogue and memorable advertising ideas.
Professional on-camera delivery across direct response, character work, testimonials, authority-led communication and comedy.
Creator-led filming and editing informed by visual storytelling, framing, pacing and the needs of vertical paid social.
A PhD economist’s analytical discipline, especially valuable for finance, fintech, business, technology and complex products.
Existing commissioned work demonstrates the execution side of the practice: professional performance, creator-led production, editing and the ability to work cleanly inside brand and agency workflows.
Brand direction or supplied creative, executed through my own shooting, performance and editing.
Working from a client brief to deliver performance and footage that fits directly into a brand's production workflow.
Multi-character vertical content requiring performance timing, continuity and production across multiple takes.
Effective branded content depends on more than simply appearing comfortable on camera. It requires an understanding of performance, story, audience and communication.
Gabriel studied Cinema-Television at the University of Southern California, giving him formal training in film and visual storytelling before his professional work expanded into economics, academia and digital content.
His performance background began much earlier. Through junior high and high school he performed in plays, improvisation and competitive acting events, including original pieces he wrote and performed himself. He earned multiple trophies across acting, improvisation and competitive speaking events.
Years later, university teaching added another kind of performance experience: standing in front of a room, commanding attention and making complicated ideas understandable.
Some products need more than a compelling face. They need a creator who can understand the material.
With a PhD in Economics and extensive experience teaching economics, Gabriel is particularly well suited for brands operating in finance, fintech, business, technology, professional services and other categories where credibility and clear explanation matter.
That expertise allows him to understand sophisticated briefs, communicate technical ideas naturally and deliver material with authority rather than simply memorizing unfamiliar terminology.
Strategy-led campaigns are quoted according to the creative work, production requirements and intended usage.
Research, concept development, scripting, hook variations, production, editing, revisions and paid-media usage can all affect scope. Larger testing suites and campaign sprints are structured around the number of original concepts and the amount of variation required.
Already have the brief? Agency-directed and client-supplied creative is handled separately. If your concept and script already exist, send the brief and requested deliverables for a project-specific quote.
The goal is the right creative scope for the campaign — not maximizing the number of videos at the expense of the work.
Tell me what you are selling, who you need to reach and where you are in the creative process. If you already have a brief, send it. If you need the idea itself, tell me the objective and what you know so far.
GAXARLIAN@GMAIL.COM