Meta Static Ad Designer for Multi-Avatar Campaigns

We are an UK DTC technical apparel brand. We sell weatherproof outdoor garments — trousers, jackets, accessories — to people who spend real time outdoors in bad weather. We don't sell to "outdoorsy people." We sell to equestrians, open water swimmers, wheelchair users, farmers, winter golfers, sideline parents, dog walkers, and people with cold-related conditions like Raynaud's and chilblains. Each of those is a separate avatar with its own language, its own visual world, and its own objections. Meta is our primary channel and static is a big part of the mix. The role We're looking for one designer to own static creative across all our avatars. Not a studio, not an agency, not a team of five rotating juniors - one person we build a long working relationship with, who learns the brand deeply enough to make good calls without being briefed on every detail. You'll get written creative briefs from us: avatar, awareness stage, mechanism, hook, headline, sub-headline, visual direction. Your job is to turn those into statics that stop the scroll and convert - and to push back when a brief won't work visually. We need someone who designs differently depending on where the person is in the funnel: TOF / cold traffic — the viewer doesn't know us and often hasn't consciously labelled their problem yet. These ads need to look native, not like ads. Identity call-out, problem recognition, no logo-forward branding, no price, minimal product hero. MOF / warm traffic — mechanism-led. Why this works when everything else failed. Diagrams, cross-sections, comparisons, side-by-sides. The visual has to explain something. BOF / retargeting — proof, objection handling, offer. Review screenshots, UGC-styled proof cards, bundle and offer layouts, urgency. What you'll actually produce Meta statics in 1:1 and 4:5, plus 9:16 story/reel frames Five recurring formats: single-scene lifestyle, comparison/split, review/testimony cards, graphic-fact typographic, and mechanism diagrams Offer and bundle creative, seasonal campaigns, promotional badges baked into artwork Variant sets for testing — we work in a 3:2:2 structure (3 creative variants × 2 headlines × 2 primary texts), so you'll be producing families of assets, not one-offs Adaptation of the same concept across multiple avatars without it looking copy-pasted AI skills required A large share of our imagery is AI-generated or AI-assisted, because we can't send a photographer to a frozen livery yard at 5am in every market we sell in. You should be genuinely fluent in: Image generation and prompting (higgsfield or equivalent — tell us your stack) Product-accurate compositing: taking real product photography and placing it into generated environments so the garment stays true to spec — correct fabric, correct ankle zip, correct colourway, no invented details Inpainting, outpainting, upscaling, retouching, background replacement Photoshop or equivalent to a professional standard — AI is the starting point, not the finished asset We care a lot about realism. Generated imagery that looks generated gets scrolled past, and worse, it damages trust in a brand selling a physical product people are being asked to believe will keep them warm. Non-negotiables you'll be working within How we'll work Ongoing, long-term. Volume varies with season — heaviest August through January. You work directly with the founder. Short briefs, fast decisions, no committee. Feedback is direct and specific, and we expect the same back. If a brief is weak, say so. We value depth over volume: a small number of well-built concepts with real iteration beats a flood of variants. Please don't send a generic portfolio link with no message. We read every application that answers the questions.