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Client: Cowboy Bikes
Role: Creative Strategy Lead, Concept Development, Production oversight
Project: Instagram Reels for Perfomance

Whilst at Meta, I lead our EMEA wide Reels initiative, on which I worked with multiple clients, including Cowboy bikes, on building their creative strategy for Instagram, which included concepting, ideating, and producing a series a Reels campaign for the brand. 

Drive conversions for this high-consideration product.


Present Cowboy’s sophisticated design and innovative details in a relatable, human context connected the product benefits with audience motivations.


  • 44% Lower cost per conversion​

  • 1.8x More conversions​

  • 24% Higher reach with the same budget

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