Creative Decision Making 102 Deceptive metric pattern that makes brands think their creative is scaling when it's actually about to collapse. Good CPA + High Frequency = False Scalability Signal Your CPA looks solid, but when you compare frequency to your other ads, it's

Partner perspective is one of my favorite ways to reframe a proven angle. It opens up the audience and adds emotion... 👉approval, 👉shame, 👉even regret. Cleaning products usually skew female, but this time we wanted men to feel it too. Here’s the video 👇

You need street interviews. You need podcast ads. You need high-production ads. You need a UGC 1st person testimonial [UGC can go into multiple directions/angles]. You need VSLs. You need static. But all of these are creative styles. You need MOTIVATORS first. Angles.

Quality > quantity

AI works for us in two places only: scriptwriting and voiceovers. That's it. But even with voiceovers and scriptwriting, we’re still catching countless mistakes: - The hook doesn't tie into the rest of the video - It makes false claims about the product - Terminology is off if

Fake “only 3 left” tactics backfire because they erode brand credibility. Customers stop acting on your offers. Use these 5 ways to create urgency rooted in psychology instead of manipulation.

30+ ad accounts. Millions of monthly ad spend. Not a single top performer is using AI-generated ads. AI is a tool for part of the process. Not the whole thing.

If your product = Sleep Aid Supplements Your avatar = Exhausted person who can't fall asleep Your competitors = screaming, "Fall asleep in 15 minutes!" And your goal is to tap into the deep desires that live at the identity level, then your hooks shouldn't read: "Fall asleep

I've been watching a brand that went from $800k to $5M in monthly ad spend over the last 12 months. One angle was consistently scaling, and a basic product explainer was driving steady results for them. Most of their ad spend was going toward those two approaches, yet they knew

All AI can do is enhance what's already working or expose what was broken to begin with. We are using AI mostly for scriptwriting. But every output gets human review. Why? Because AI makes subtle errors that destroy credibility, like: - Wrong terminology. - Claims that can't

This is something we do on a weekly basis, but you need to be careful that you try to understand WHY this went viral... Is it an engaging creator? Is it the product and engaging product demo? Is it the story? There are so many elements that can be the reason WHY this video is

Here’s how to structure a high-performing creative: LAYER 1: HOOK Grab attention in the first 3 words. This can come from a problem, an outcome, or a discrediting angle. Examples included in this layer: - Problem-Focused: "I get bloated after an apple" - Problem-Unaware: "96%