MÓGŪSELECTED WORK
META ADS
The project
I translated the MÓGŪ brand I created into paid social ads for the brand, catering and individual restaurants. The campaign carries my palette, typography and tone of voice into square, portrait and story placements, using photography from the shoots I directed.
What I did
I designed MÓGŪ's Meta ads for brand, catering and locations, set the type rules that sit on the shoot photography, and used Codex to produce and review the variations.
I organized the set around brand discovery, catering and finding a nearby restaurant, then reviewed the type and photo crops across placements.
An ad system built from brand rules
I wrote a specification for AI-assisted ad production covering placement sizes and safe zones, colors, typefaces, copy limits, templates, the photo catalog and brand facts. I built the workflow with Claude Code to produce upload-ready artwork in every size, collected in a review gallery alongside the Ads Manager copy. I review and approve every ad.
Ad design system
I set the rules every ad follows, listed below.
I used Codex to develop HTML and CSS ad variations within MÓGŪ's brand system. The working set used shared style rules, local brand photography and a review board for comparing feed, portrait and story formats. I directed the visual approach and reviewed the variations across placements.
- Photography first
- Every ad is a full-bleed photo from the shoots, with no cutouts or props
- A short headline
- A few words in Outfit capitals, with one accent line in lime or orange
- One support line
- A single all-caps line in Space Mono under the headline
- No fake buttons
- Meta adds the real button, so the ad never draws one
- Reviews as headlines
- Real customer quotes set as big as any headline, with a star rating
- Three sizes
- 1:1 for feeds, 4:5 for portrait feeds, 9:16 for stories and reels
Brand
I designed the brand ads to introduce MÓGŪ: what it is, where it's from and what customers say about it.
Catering
I built the catering ads around the trays from the June shoot and the size of the order.
Locations
I designed the location ads to send people to their nearest restaurant, across Nassau and Suffolk.