Thomas Salas — Video Editor & AI Content Creator

Video that
holds attention.

Short-form and paid social built to be tested, not just delivered — with a generative AI pipeline behind it. Remote from Santiago, Chile, on US hours.

0ads shipped in 30 days

0average hook rate

0blended ROAS

0purchases attributed

Ads that earned their budget

Paid social creative for PetMyPet, a pet care brand. Every piece below ran on Meta with real spend behind it — the numbers are from the account, not from me.

SHOWREEL

Ten hooks, back to back

The first three seconds of my best-performing ads, cut one after another — because in paid social that is the whole job. Everything after those three seconds only matters if they worked.

23% average hook rate across the account · 40% on the best piece

01Falta videos/01.mp4

Senior dog odour — winning angle

Paid social · 9:16

279 purchases across 2 versions · 5.1x ROAS

02Falta videos/02.mp4

Dental hygiene — animated villain

Animation · 9:16

49 purchases · 4.53x ROAS

03Falta videos/03.mp4

“The habit adding years to my dog’s life”

UGC-style · 9:16

62 purchases · 4.71x ROAS

04Falta videos/04.mp4

Split screen — outside vs inside

Concept test · 9:16

35% hook rate

05Falta videos/05.mp4

POV — cold-weather dogs

Hook test · 9:16

40% hook rate — best of the set

06Falta videos/06.mp4

Motion pack — product collection

Motion graphics · 1:1

8.9x ROAS on limited spend

07Falta videos/07.mp4

“Stop spending on chemicals that irritate”

Paid social · 9:16

14 purchases · 5.70x ROAS

08Falta videos/08.mp4

“From a shiny coat to a healthier mouth”

Paid social · 9:16

31 purchases · 5.39x ROAS

48 ads in 30 days, and a method for finding winners

Meta Ads · June 24 – July 23, 2026. I handled editing, hooks and creative iteration.

Average hook rateThe share of impressions that watched past three seconds — the metric the edit actually controls. Best performer: 40%.

0Purchases attributed

2.07MImpressions delivered

1.25MPeople reached

17/32Ads above 4x ROAS

The five ads that took 59% of budget — every one returned above 4.5x

“Tu perrito senior tiene mal olor” v1

5.07x

155 purchases

“Tu perrito senior tiene mal olor” v2

5.52x

124 purchases

“No dejes que el mal olor…”

4.58x

75 purchases

“El hábito que le agrega años de vida”

4.71x

62 purchases

“Anestesia Villano” (animation)

4.53x

49 purchases

How to read this: ROAS depends on media buying, offer and product as much as on the edit. Hook rate and hold rate are the creative's own metrics — those are mine. The winning angle came out of testing 29 distinct concepts, then cutting variations of what held.

A generative pipeline, not AI as decoration

B-roll I can't film. Voiceover in a second language. Twenty hook variants instead of three. The generative layer is what makes the volume possible — the judgement stays human.

CapCut

Editing

Kling 3.0

Generative video

Seedance 2.5

Generative video

Hailuo

Generative video

Nano Banana Pro

Image

$ChatGPT$

ChatGPT

Image & script

ElevenLabs

Voice

Claude

Script & research

01 · ANGLE

Find the angle before the edit

Scripts and hook variants drafted fast, so the account has many concepts to learn from instead of one polished guess.

02 · PRODUCE

Generate what can't be filmed

Product b-roll, animated scenes and synthetic voiceover — built in hours, not scheduled as a shoot.

03 · ITERATE

Cut variations of what holds

Winners get re-cut across hooks, lengths and formats. Losers get killed early. That loop is the whole job.

I came to editing from a clinic

I spent years as a physiotherapist, working with people living with ALS and other degenerative conditions. Most of that job was explaining complicated things to people who were tired, worried and short on patience.

That turned out to be the same job as editing: decide what matters, cut everything else, and keep the person with you until the end. The stakes were higher then. The skill is identical.

Now I do it full time in post-production — mostly short-form and paid social, where the first three seconds decide everything and you find out within a day whether you were right.

It also means I can handle health, science and education content without mangling it. I know what a claim can and can't say, and I know when a script has quietly become wrong.

Based inSantiago, Chile · UTC−4

OverlapFull US Eastern day

LanguagesSpanish (native) · English

FocusShort-form · Paid social · UGC

AlsoHealth & science content

Available forRemote roles, retainers, projects

Ads that earned their budget

Ten hooks, back to back

Senior dog odour — winning angle

Dental hygiene — animated villain

“The habit adding years to my dog’s life”

Split screen — outside vs inside

POV — cold-weather dogs

Motion pack — product collection

“Stop spending on chemicals that irritate”

“From a shiny coat to a healthier mouth”

48 ads in 30 days, and a method for finding winners

A generative pipeline, not AI as decoration

Find the angle before the edit

Generate what can't be filmed

Cut variations of what holds

I came to editing from a clinic

Send me the footage.I'll send back the hook.

Send me the footage.
I'll send back the hook.