The system, start to finish.
Four steps. What happens in each, who does it, and what the guarantee commits
us to. Written down before you pay anything.
The four steps
01 · 48h Kickoff
Brand intake and ad-account read access. That is the whole onboarding. We pull
your spend, active creative count and fatigue signal, then build the angle map:
the messages you're running, the ones you're not, and which gap is worth money.
02 · day 5 First batch lands
Statics and UGC video in your brand system. Launch-ready files, no watermarks.
Angle map first, then five concepts that argue five different things. Nothing
reaches you without a human who has shipped DTC ads looking at it first.
03 Your buyer launches
With our launch spec: naming, placements, budget split, kill criteria. We stay
creative-only on purpose. Your buyer keeps the account; we keep them supplied.
04 · weekly The loop runs
We read your ad account weekly. Winners get iterated, losers get autopsied, and
the next batch starts where the last one ended. Spend moves, cadence moves
with it.
How we think.
We do not start with the format. We start with who is buying and why.
The fastest way to make a bad ad is to pick the format first. Someone decides the account needs more UGC, or another founder video, or a testimonial static, and then goes looking for something to say inside it.
Backwards. Format is the last decision, not the first.
Before anything gets briefed we work out who we are talking to, what they already believe, what they want badly enough to act on, and how close they are to being ready to buy. Those answers come out of the brand’s own evidence: reviews, comments under the ads, what actual customers say in their own words when nobody is selling to them. Not from guessing, and not from copying whoever is loudest in the category.
Copying the category leader is the most common creative strategy in DTC and it is close to the worst one. It gets you their positioning without their brand, aimed at the audience they already converted.
Once we know the person and the promise, the format falls out on its own.
When an ad wins, change the vehicle. Not the paint.
A winner is not a file. It is a piece of information: this message, aimed at this person, lands.
So when one hits, the move is not to recolor it. Recoloring gets you forty clones competing for the delivery one ad would have earned. The move is to take the message that worked and put it in genuinely different vehicles. Same idea, new format. Same promise, different messenger. Same insight, a new way in.
Then keep going until it actually stops working, which is usually much later than people think. Most accounts abandon a working idea long before it is finished, because a new idea feels like progress and iteration feels like repetition.
New idea when the idea is dead. New vehicle while it is alive.
The call. Twenty minutes, published agenda.
No pitch deck, no hard sell. An honest “not now” is a fine outcome.
0–5 min Your numbers, played back
Spend, active creative count, fatigue signal. We did the homework before the call.
5–15 min Three ads, walked through
The angle logic, not the pixels. Which messages you’re not running, and why these fill the gap.
15–20 min Yes, no, or not now
If yes: scope, cadence and price, guarantee in writing. If no: the ads are still yours.
If our first batch doesn’t beat your control ads in 30 days of fair testing, month two is free.
The claim Checkable, not vibes
The guarantee is written into every proposal before you pay, with the exact
test terms next to it. Nothing about it lives in a salesperson’s head.
Fair testing Three conditions
Agreed test spend. Our launch spec followed: placements, budget split, naming.
The batch left live long enough to exit learning. That is the whole definition.
The miss Month two is free
If batch one doesn’t beat your control in 30 days of fair testing, you don’t
pay for month two. Pause or cancel any month. We keep the account by shipping,
not by clause.
Scope and cadence, set per account.
A brand shipping daily and a brand shipping weekly do not need the same thing.
Both are on the table. One flat monthly rate, quoted on the call once we’ve
seen the account.
Cadence Daily or weekly delivery
You pick, we hold it. If your testing speeds up, the cadence moves with it.
Scope Statics and UGC video
Concepts through variants, in your brand system. Source files yours on payment.
Ownership Your files, your account
No lock-in, no contract. Your designer keeps the brand book, and we follow it.
See the system run on your brand first.
3–5 real ads, your brand, free. Then the twenty-minute
call above. Keep the ads either way.
Get your free batch 