Discuss your growth

Performance creative

Performance creative made to be tested.

We write, produce and iterate the ads that paid media depends on, mostly short-form video, and we use campaign results to decide what to make next.

Discuss your growth What's included

The thinking

Why it works this way

In paid social, and more and more in search and video campaigns, creative is the main lever left. The platform decides who sees an ad. The ad decides whether they stop, understand and act.

Our creative is built for that job. Every concept starts with a hypothesis about a customer, a hook to test it and a clear offer. Production is fast enough to keep up with the testing schedule, and each round of results shapes the next brief.

What we do

What's included.

The work itself, in plain terms. Every engagement is scoped to what your accounts actually need.

  1. Concepts and angles

    Distinct reasons to buy, each aimed at a different motivation or objection: the problem, the outcome, the comparison, the proof, the identity.

  2. Hooks

    The first one to three seconds, written and produced in several versions, because that's where most of the performance difference sits.

  3. Offer articulation

    Saying clearly what the product is, what it costs and why now, without overpromising or tripping platform policy.

  4. Video production

    UGC-style, founder-led, product demonstration, animation and motion graphics. We use AI-assisted production where it's the right tool, and we never present AI-generated people as real customers.

  5. Format adaptation

    Every concept cut for 9:16, 4:5, 1:1 and 16:9 as needed, with captions, safe zones and the right length for each placement.

  6. Iteration

    Winners get variations: new hooks, new openings, new voices. Underperformers get diagnosed, not just paused.

From our test sets

How we'd test it.

Real campaign creative our team produced, organized the way we run tests: one variable changes, everything else holds, and a defined metric calls the winner.

Persona test

Same scare, two different messengers.

Variable
Who delivers the hook: a rural Southern dad or an Atlanta creator.
Held constant
Same offer (vehicle protection), same moment (the repair estimate), same 7–8 second length.
How we call it
Hook rate and cost per lead by persona, then lead quality downstream. The winner tells us who the message actually reaches, not who we assumed would buy.

On Meta, the face and voice in the first second choose the audience. Testing personas is audience targeting done through creative.

Why it works

    Transcript

    Format test

    Talking head or tactile demo.

    Variable
    Format: a presenter talking to camera versus a claymation product demo.
    Held constant
    Same category (skincare, hydration), same 7–8 second slot, the same simple benefit.
    How we call it
    Hook rate and cost per purchase by format. Animation often wins attention in feeds full of faces; the question is whether it also wins the sale.

    Format diversity fights ad fatigue and gives the delivery system genuinely different creative to work with.

    Why it works

      Transcript

      All test sets and work

      How we think about it

      Principles

      • Concepts first, variations second

        Changing a button color doesn't teach you much. Testing genuinely different ideas does.

      • Clarity beats cleverness

        Someone scrolling should understand what's being offered without sound and without context.

      • Read the whole funnel

        Hook rate, hold rate, click-through and conversion rate each describe a different part of an ad. Together they say what to fix.

      What you get

      Deliverables

      • Creative strategy and testing map
      • Scripts, storyboards and briefs
      • Produced video and static assets in every format you need
      • Hook and opening variations
      • Performance read by concept, hook and format
      • A production calendar tied to the media plan

      Where it connects

      It doesn't work alone

      See how everything connects on the Grid

      FAQ

      Creative questions.

      Do you use AI to make ads?

      Yes, where it helps: scripting support, generative video, voice and editing. People direct and edit everything, AI-generated people are never presented as real customers or real testimonials, and we follow each platform's disclosure rules.

      Can you work with creator or customer footage?

      Yes. Real creator and customer footage often outperforms polished production. We can write the briefs, direct the capture and edit it for performance.

      What makes creative "performance" creative?

      It's made to be measured. Each piece tests a specific idea, is built for a specific placement, and is judged on what it does to acquisition rather than on how it looks in a review meeting.

      Other services

      Let's look at your creative.

      Share your goals, your channels and roughly what you spend. We'll reply with an honest view of where we'd start, or tell you if we're not the right fit.

      Discuss your growth See the work