Unaware
They don't know they have the problem. Nobody wakes up thinking "I'm a mouth breather." You have to name the thing first, then explain the mechanism.
Top-of-funnel creative strategy for DTC & e-commerce
Anyone can sell to people who were already going to buy. I build TOF ads that turn cold strangers into convinced buyers.
I combine human psychology, science and biology to make your product's value undeniable. Not just convincing, but felt.
€1M+ad spend managed
2,000+ads created
Built for one job: reaching cold traffic and turning it into new customers.
The quiet plateau
Retargeting looks fine. New customers dried up.
Your middle and bottom of funnel still look healthy. Returning buyers convert. Retargeting does its job. But the number that actually grows a brand, people buying from you for the first time, has gone flat.
So the team asks for more of what worked: another testimonial, another unboxing, another "3 reasons why." Every one of those ads assumes the viewer already knows what you sell and why they need it. Cold traffic doesn't. It scrolls past.
Above the waterline
People already shopping and comparing. Every brand in your category fights over them with the same ads.
waterline
Below it, where I work
Problem-aware
They've noticed it, like blood in the sink or red bumps after shaving, but haven't connected it to a fix. You make it impossible to ignore, then show it can be solved.
That's where new customers come from. It's also where most creative falls apart, because cold traffic needs education, and education takes a real angle, a real mechanism and a brief an editor can actually execute.
What I make
The formats most teams skip.
Long-form native statics
Ads that read like a confession, a history lesson or an article, not a banner. Built for the person who stops, reads to the end and only then realises they need what you sell.
~3-minute mechanism VSLs
Enough time to reveal a problem, explain why it happens and why your product fixes it. Doctor-style explainers, history-of-the-problem stories, us-vs-them breakdowns.
Educational VO + B-roll
One clear voice-over teaching one mechanism, like how a pressure sensor works, cut over B-roll that shows it. Easy to produce, hard to scroll past.
UGC with a hypothesis
Not "film yourself holding the product." Every UGC brief names the persona, the awareness stage and the exact thing we're testing.
How I work
From research to ready to launch.
Strategy, research, briefs, scripts, editor notes and review, all in one process.
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01
Research
Product USPs, reviews, competitor ads, personas and their awareness stage. I find the pain people describe in their own words, not the one in the pitch deck.
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02
Angle + hypothesis
Every concept starts with a one-line angle and a short test hypothesis: which awareness stage, which pain, which mechanism we're testing.
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03
Brief
A module table for hook, body and CTA, each with script, visuals and editor notes. Editor briefs are written in English even when the voice-over isn't, so nobody has to guess.
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04
Naming discipline
Each concept is named by product, angle, persona, awareness and format. Six months later you can still see what was tested and on whom.
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05
Hook testing
Often three hooks on the same body. That isolates what stops the scroll without rewriting the whole ad.
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06
Review & iteration
Comments on the cut, revisions, then ready to launch. Concepts that work get iterated with new hooks, new B-roll, seasonal banners or a shift in awareness stage, not random remakes.
A good fit if
- You're a DTC or e-com brand already running paid social
- Retargeting works, but new-customer growth is stuck
- You're willing to run ads that look nothing like your current ones
Not a fit if
- You want more product-on-white shots with a discount badge
- You need someone to clone a competitor's ad
- Your brand isn't ready to talk about the awkward stuff
Selected work
The work, brand by brand.
Each creative is labelled by angle, format and awareness stage. Ads run in their original language.
Niches I know inside out
Different categories. Same cold-traffic problem.
Every niche has its own unspoken problem, the thing buyers feel but don't search for. Tap a niche to see how I'd open it up to new customers.
How I'd open it
Health & Wellness
Your best future customers don't think they have a problem. They think it's normal. I write the ads that tell them it isn't, then explain the mechanism so they believe you can fix it.
Talk about your categoryFrom founders
In their own words.
Your next customers
They're below your waterline. Let's go reach them.
On the call we'll look at your current creative and find the awareness stages you aren't speaking to yet. I'll tell you straight whether I can help.
Book a strategy call€1M+ ad spend managed · 2,000+ ads created · Unaware & problem-aware creative · Native statics & VSLs