Creative strategists... Research becomes faster with AI. Knowing where to look becomes faster with experience. Don't confuse the two. Because... It's tempting to see AI producing high-end research documents and they're not half bad... But an insight you pick yourself while

Good luck with making 500 ads a day with AI tools, because somebody with a better idea of creative strategy will make a fraction of that in a week and still get more winners than you. If AI only accelerates mediocrity, you're going nowhere except the Most Ads Made award show and

If you’re a founder or strategist RT and comment “MECHANISM” I’ll send you the full breakdown.

I finished a client project earlier than expected. I have a couple of days before the next batch of creatives start. So here's what I'm doing until then: More manual research Reviewing the ad account daily Creating new SOPs for the team Generating reports inside the Claude

Excellent anti-vape campaign ad by Govt. of Rio De Janiero. The creative strategist in me was immediately sucked in by the visual and thought this idea of representing the fruit (flavour) as a decayed body part was genius. The visual has a very strong static ad potential for

The best use of AI is growing your socials by posting about AI.

"Facts don't care about feelings" is a brilliant quote I heard on a podcast recently And I quickly realized that the vice versa of the quote is equally true and relevant. Feelings don't care about facts. Especially for ads. You might think your outlier unique mechanism,

One of my static ads is climbing up the impressions chart in the ad account and I think I know why: It's an extremely specific headline + use case for a product that is otherwise broad (food niche). Specific persona + use case + popular product = Success

Why are you letting AI create for you when you can literally let it help: →Research for you →Strategize for you →Spot patterns for you In the last two days alone, I've let Claude help me create 10 different unique mechanism styles And a customer language report that

I scroll TikTok and Atria ad library daily and it feels like the creative strategist equivalent of taking a walk after dinner. Keeps the brain's creative health looking good.

My best performing hooks have never come from a template but from customer data where I was knee deep in mining reddit threads, Amazon reviews or TikTok comments. I'm not opposed to templates because they give you a direction but if you've been doing this for long, you'd realize

The 3 levels of static ad inspiration: Amateur: Templates Professional: Swipe files + winning ads Legend: YouTube thumbnails If you know you know.

How I generated a long form native ad text caption that was 80% of the way there without me: →Swiped a long-form primary text from the meta ads library that was printing (verified on X + highest impressions) →Fed it to Claude cowork (inside my client's caude project) and

Wordplay so good AI cannot even imagine

Claude Opus 4.6 helped me analyze 445 ad comments from one of my client's previous winning ads that did upwards of 7M views. Then it listed all major problems/frustrations/objections on a scale of high, medium and low frequency. The frequency was based on how many times those

The people that turn their brains off because "AI is doing it for me" might get replaced sooner than you think. Mind is a muscle, please for god's sake HUSTLE.

I found an entirely new angle and unique mechanism because I came across a viral TikTok in a very specific niche. Let that sink in for a moment. Lesson: Do your organic research and DO IT MANUALLY. AI can pick up data. You can pick up nuance. And remember to do things that

I found a winning static ad on Atria. Copy-pasted it to my Claude project and asked it to templatize the same and give me 5 static ad briefs. Since my project is loaded with brand and customer info, the outcome was top-notch (80% of the way there) and I was just super impressed

AI UGC ads will never "take over" ever. And I say that as someone who produces AI ads daily. Now hear me out... UGC, as a format, might not be where it was in 2022. But that's not because of AI avatars taking over. It's actually because so many brands copied the same format.

D̶o̶n̶'̶t̶ ̶w̶r̶i̶t̶e̶ ̶l̶i̶k̶e̶ ̶A̶I̶ ̶t̶a̶l̶k̶s̶.̶ Write like you don't know it exists.