portfolio
Andrea
Peterson
Whelan
ART DIRECTOR & CONTENT CREATOR
Bio
I’m an LA-based art director – specializing in performance marketing, graphic design and content creation
I help brands achieve their marketing goals, with engaging visuals & brand positioning that convert. I currently lead Thrive Market’s in-house Paid Social team (managing several content creators/designers/writers) creating social ads for Facebook, Instagram, TikTok, YouTube & Snapchat.
Our work has been named "best in class" by Meta, and we consistently surpass our growth and conversion goals. I’ve personally created several of the company’s top viral ads on TikTok and Instagram, totaling over 500M+ views.
I have a passion for working with mission-driven brands & startups, with experience across health & wellness, beauty & skincare, and the travel industry. In a former life, I was a competitive D1 athlete and played professionally on the AVP beach volleyball tour.
THRIVE MARKET
Paid Social Ads
Responsible for shoot planning, art direction, scriptwriting, product & scene styling, talent sourcing, filming & directing, video editing, graphics etc.
TIKTOK SKIT
Ad went viral with 16M
impressions in first 2 weeks
INSTAGRAM AD
INSTAGRAM
INSTAGRAM
THE AGENCY
UGC Instagram Reels
Concepted and created for a real estate agent at The Agency in Manhattan Beach, highlighting the beach lifestyle & communities within the South Bay & also Orange County
THRIVE MARKET
Motion
& Video Graphics
I art directed this animated ad, created by our Sr. Motion Graphics Designer, and assisted with initial concepting and storyboarding. I also worked with the copywriter on messaging flow.
Mission Impact Report
Our Mission Impact Report 2022 Video was created by our brand video team. I oversaw the design treatments & motion graphics created for it by our Sr. Motion Graphics Designer – assisting with color schemes, fonts, grid layouts, and ideas for animations.
THRIVE MARKET
Photo
Art Direction
I worked with our photographer to create a series of lifestyle imagery for our website, utilizing best practices gathered from paid social
Summer Campaign – Art direction for a summer series, shot by our content creator
Having fun with stop motion
STOCKING THE FRIDGE
HEALTH & WELLNESS TRENDS
SUMMER PICNIC
THRIVE MARKET
Organic Social
From April 2020 - Dec 2021, I oversaw the visuals for Thrive Market's organic & paid social, managing a Sr. Graphic Designer & Sr. Motion Graphics Designer at the time.
We gained 209K new Instagram followers in that time period (bringing us to 777K), a 20% increase in 2020 and 14% increase in 2021. We also doubled engagement on static designed posts by 100% YoY, averaging 1,300 likes per post compared to 754 likes per post during the same quarter the previous year.
In Jan 2021, I created a strategy to produce in-house reels, and within the first 2 months (Jan-Feb 2021) concepted & produced 7 reels which brought in 835K total views, an average of 119K per reel.
We adapted the top organic reel (Sustainable Swaps) for paid, and it became the #1 in-house ad for 2021 –– helping to unlock UGC and pave the way for bringing paid social in-house.
Organic Instagram Reels for Thrive Market
223K Views
223K Views
65K VIEWS
60K VIEWS
Pinterest
THRIVE MARKET
PROACTIV
ROCKS DE VIE
THRIVE MARKET
Email Marketing
I have an extensive email marketing background across Health & Wellness, Beauty, and Travel –– including Promo, Content, WinBack, Leads & Welcome Series.
In my first few years at Thrive Market, I created a series of email templates and photography styles, many of which are still in use today.
Experience with email copywriting as well.
CONVENYOR MEDIA
Branding & Website Design
xxxxx
PROACTIV
“Let’s Get Real” Campaign
For Proactiv, I was tasked with creating a campaign to help remind customers of our brand positioning, that Proactiv works best as a 3-piece system. I came up with the “Let’s Get Real” tagline and concept, and created a series of emails and paid social ads. I collaborated on copy with our copywriter, created the designs, and managed a motion graphics designer on the project.
Facebook “Canvas”/Microsite
Email Design
Email Design
I help brands grow their business with strong visuals & brand positioning that converts
...while having fun doing it :)
