HOME • Hello Barbara

HUMAN LED CREATIVITY,

DATA DRIVEN DECISIONS

the need

Achieve sustained hit performance by continuously optimizing ad creatives at scale, with strict performance targets driven by acquisition KPIs.

the answer

400–800 A/B tests delivered per cycle, enabling rapid iteration and data-driven decision-making.
CPI got between $0.20 and $0.30. I structured and recruted autonomous squads to balance speed, innovation, and creative excellence. Clear roadmaps, and collaborative brainstorming ensured performing ads without sacrificing team sustainability

ATTACK HOLE

By refining seemingly minor elements – such as cursor color – we unlocked significant performance gains that could be rapidly iterated and scaled

LIFE BUBBLE

For this hybrid-casual title, the primary challenge was identifying which gameplay mechanics resonated most strongly with players and translated into the highest engagement.

FIGHT FOR AMERICA

The key challenge was determining which country and invading faction generated the strongest appeal and engagement with the target audience.

the need

To be the leader in sports betting, Betclic needs quality content videos sharing the main values : Sport, Bet & Fun.

the answer

Build and drive a great team made of complementary talents
to create agile and creative contents : TV ads, Social media content, mobile acquisition videos. Here is an extract of my fabulous team’s work // Chris Richards, Guillaume Lavasserie, Jonas Desport, Esteban Bazar, Nicolas Sempere etc.

What I’ve Learned at Betclic

Operating in a high-pressure, real-time environment,
delivering daily creative output aligned with live sports events (Euro 2022, Qatar World Cup).
Producing TV commercials in-house for both France and Africa,
mastering fast turnaround and broadcast-quality standards.
Leading and coordinating motion designers, editors, designers, and external partners,
ensuring clarity, direction, and momentum across the team.
Building a collaborative, team-player culture where every talent actively shares expertise and elevates the creative output.
Structuring a frictionless video workflow—from templates and asset libraries to naming conventions—
to scale production efficiently and keep brand consistency at every touchpoint

the need

Toyota Motor Europe needed a unified social media toolkit to ensure visual and editorial consistency across all European markets, while preserving enough flexibility for each country to adapt and localize the assets.

the answer

In close collaboration with the Art Director and Copywriter at The&Partnership London, we translated ATL campaigns into adaptable BTL content, and developed social assets from influencer and Toyota fan content—building a coherent, flexible toolkit that empowered local teams to customize without breaking the brand framework.

“Stay Apart Today to Come Back Stronger Tomorrow”

At the onset of the COVID-19 pandemic, we developed a series of social assets designed to maintain engagement and reassure Toyota’s community during an unprecedented period. By repurposing and re-editing existing brand materials, we created timely, relevant content that preserved brand consistency while delivering a renewed message aligned with the evolving context.

“10 Million Stories – Land Cruiser”

This campaign leveraged user-generated content from Land Cruiser enthusiasts worldwide. With permission, we curated and re-contextualized real photos shared by the community to tell a collective brand story: the millions of journeys made possible by driving a Land Cruiser. Rooted in authentic, lived experiences, the campaign reinforced the brand’s durability and credibility while fostering trust, emotional connection, and long-term loyalty.

“Never Let the Dust Settle”

Using footage from the Dakar Rally, we crafted a high-impact edit showcasing the Toyota Hilux in extreme conditions and striking landscapes. The campaign blended performance-driven storytelling with a sense of adventure, allowing audiences to both dream of exploration and clearly perceive the vehicle’s reliability and capabilities in the most demanding environments.