Sari Ayazbay is a creative strategist for wellness and health brands.
You’ve done the hard part by making something good. I make sure people see it that way, from the first ad onward.
First Look works on its own as a one-off campaign. Full Picture turns what worked into a direction for everything you make.
One concept that makes your product feel like an everyday wellness staple, tested across three angles on Meta. A fast, low-risk way to try a new direction.
Turn your product into the wellness staple people reach for every day, with one clear direction for how your brand looks, sounds and shows up.
Scoped after First Look, once the direction is proven.
One-off or on retainer, priced to your needs. Book a call below for further details!
Self-initiated strategy work. Reads of real brands, done unprompted, to show the thinking rather than describe it.
Polished edge
The brand
Wasalaa is a Polish fashion label with stores across the country, dressing hardworking women who want bold, bright colour in their everyday lives. Its pieces sit between trend and timeless, and its prices sit above the mid-market. The opportunity: its imagery doesn’t yet match that premium. The product is ready to look as considered as it is priced.
The campaign: Full Picture
The next drop follows a Polish woman through Warsaw: a fast-moving economic hub, cold in climate but quietly beautiful. Against the grey, she is the one who brings the colour. The mood is elegant, soft and slightly edgy. An 80/20 content split, a calmer copy formula and one consistent visual language hold it all together.
Recovery counts as training, too.
The brand
A recovery and wellness brand, and a sponsor of the most recent Warsaw Marathon. Its customer is strong, lean and trains hard.
The campaign
Built around recovery, longevity and rehabilitation after heavy training. The message: recovery matters as much as building muscle, and taking care of your body is part of the work. The tone is calm and self-caring. The idea extends beyond ads into a rehabilitation section on the blog and a dedicated recovery category in the online store.
One step. Five years early.
The brand
A Polish collagen brand with 18 years on the market, still speaking only to the customer who has already found it.
The campaign
A prejuvenation reframe: the same product, positioned for the younger audience now driving the category. Collagen has been one of the biggest words in beauty and wellness for years, and its popularity keeps growing. The ads target a younger generation with clean, aesthetic product imagery and a simple message: a collagen serum made in Poland, built for starting early.
About
I’m Sari Ayazbay, a creative strategist with a background in art and design. I hold a degree in product design from IED Barcelona, and while there I assisted with art direction at Gimaguas and worked as an assistant to artist Berta B. Ivanow. Before that, I assisted the creative director of couture brand Mechanical Piano in Almaty.
Working in design and art shaped my eye, my instinct and my sense of direction. Different rooms, one lesson: taste is discipline. I bring that creative vision to every project, seeing what a product or idea could become and how to get it there.
My strength is a trained eye and sharp instinct. I see how a product should be shaped, shot and presented, and I turn that into a plan your team can run with.