Jake Abrams

I help 7-9 figure DTC brands with revenue & CAC | I write The Process, a newsletter about modern growth marketing | Sold 100K+ personal cooling devices

Consumer Marketing & Growth Leader.  

Brands I've worked with:

Caraway
Jones Road Beauty
Skylight
Canopy
Insurify
Naked Wines
Rugiet
Sundays For Dogs
Momofuku
Sunday Lawn Care

100+ others

Book a discovery call in the featured section below 👇

Founder

The lean DTC growth marketing partner that I wish existed when I was an in-house marketing lead. 

At Odyssey, we help 7 & 8-figure DTC brands increase revenue & ROAS by finding the right combination of:

- Messaging
- Audience targeting
- Media channel allocation
- Creative

https://www.growodyssey.com/

Over the last 90 days, I built a brand from scratch: category research, product formula, name, brand design, packaging, and website.

I used AI for probably 85% of the process. 

But here's what nobody talks about: the other 15% required humans. And that 15% made all the difference.

So I documented the process, and I'm giving away the breakdown for free.

What's inside:
- How I used Claude as a thinking partner for category research
- The naming process (including 2 failed brand names)
- How I used AI to develop the actual product formula
- Where AI's "yes-man problem" almost killed me
- The top 1% designer conversation that changed everything
- Why I spent 30+ hours on packaging with AI and still needed a human to finish 
- How I used Nano Banana Pro to generate my product imagery
- Where I'm drawing the line on AI-generated content vs human content

Bonus: A usable framework for knowing when to push AI harder vs. when to bring in a top 1% human to help.

I've been in DTC marketing since 2017 and run a creative agency working with 50+ brands. This doc is everything I learned the last 90 days trying to build my own thing with AI as my primary collaborator.

Want the full 2123-word outline and 16-minute Loom video?

Like this post and comment "BUILD" and I'll send it over 👇

♻️ Like & repost if this would help someone in your network ♻️

Creative-led growth for 8-9 figure consumer brands | Writing about AI & advertising | Sold 100k+ personal cooling devices

My 81 favorite BFCM/holiday ads from the past few years. 

This is not another "inspiration board" with random creatives.

It's a curated Foreplay.co collection of ads that actually work during peak shopping season.

Here's what makes these different: 

→ Written for people actively shopping right now 
→ Designed for bottom-funnel audiences hunting for deals 
→ Built for comparison shoppers evaluating your product vs. competitors 
→ Crafted for buyers comparing your solution vs. failed alternatives

PROBLEM THIS SOLVES: 
Most brands don't realize that BFCM / holiday creative is a completely different category of advertising.

Your audience isn't browsing. They're hunting. They're comparing. They're ready to buy but need the right specific reason to choose you.

Meanwhile, many brands are running the same top-funnel creative they use year-round, wondering why it fails. 

WHY THIS IS CRITICAL: 
The next 35 days aren't really about awareness or consideration. Your audience is in active shopping mode.

They're not asking "Do I need this?" They're asking "Should I buy this one or the other one?" and "Is this actually a great deal?"

So I built a Foreplay board with 81 of my favorite ads. Including a bunch of formats you could make with footage you're already sitting on.

Want the Foreplay board link?

1. Comment "BLACKFRIDAY" below
2. Like this post
3. Make sure we're connected so I can send the link

P.S. I'm sending the link to anyone who comments by Friday

We're hiring for multiple creative strategist roles (junior through senior). 

Honestly it’s because our strategists keep landing incredible roles at amazing brands that they can’t turn down (I’m proud of them).

Our people have been hired by Athletic Greens, Gruns, and other best-in-class DTC brands. 

You're a good fit for this if:
- You have a feel for making TikTok's that get lots of views
- You can work across data, taste, and creation
- You believe the next winning ad is 1 deep insight away
- You're AI native & use it as a strategic / operational partner

What we offer: 
- 100% remote work
- Make ads for best-in-class brands & build an elite portfolio
- Cutting edge creative strategy: AI, elevated shoots, native content
- In-person team event in January in Miami
- Insane growth potential, we promote fast

Links in comments 👇

JSESSIONID

(58) High Scale: People | LinkedIn

li_at

Talks about #dtc, #careeradvice, #growthmarketing, and #digitalmarketing

Matthew McConaughey's 'private LLM' idea is actually what every creative strategist needs in 2026. 

The people who are making fun of him for it are totally missing the point.  

My agency ships 2000+ video ads / month across 40+ brands.

Broad AI creative strategy tools are a waste of time. All they do is make it faster to generate a higher volume of mediocre content. Nobody needs that. 

What CS's actually need are narrower context kits:

- AI trained on ads they actually won, and why they won
- AI with vision into their ad account data
- AI that analyzes that data like an expert performance marketer
- Agent that knows exactly how to analyze customer reviews
- Micropersonas specific to the brand they are writing for
- Voice, and messaging guidelines specific to brand they are writing for

So that when a CS asks "how do I improve this skincare ad," the answer is actually valuable and based on a competitive advantage specific to them / the company they work for. 

McConaughey gets it. He wants an AI that thinks like him, not like everyone.

That's what we need as creative strategists.

I've been playing with Octo the last few weeks, and they are seriously onto something within this category of AI tech.

Dropped the link to the tool in the comments.

Need to hire a freelance TikTok Shop / Affiliate strategist. 

You're a good fit for this if:

- You've grown multiple TikTok shops to over $100k a month
- You're an operational psychopath who enjoys wrangling hundreds of affiliates
- You have an innate feel for making viral TikTok content
- You can build an incentive structure that drives creator participation 
- You're AI native & use it as a strategic / operational partner

I don't care about resumes. Just send me a well-written DM with the names of 2-3 specific brands you've grown on TTS and the exact role you played in making the growth happen. I'll double check your work on Kalodata.

21 ways to find your next $100K spend ad:

1. Build an Airtable database that organizes all of your existing winners, making it easier to turn 1 win into 10 wins.

2. Use N8N + Apify to capture TikTok creators who are consistently hitting 100K+ views in your category, then scrape their email addresses to do outreach.

3. Set up Claude Desktop and use that as your primary writing zone, with all of your data flowing into projects that are specific to each part of the creative process. 

4. Mine Amazon reviews with AI agents to find the exact trigger events customers use before buying, then turn those into hook concepts.

5. Use Wispr Flow to voice-note analyze every ad that made you stop scrolling this week b/c your subconscious knows what works.

6. Make it a habit of writing down the specific creators that you see amazing partnership ads from, and have a $10/hour offshore person do systemic outreach.

7. Use Motion (Creative Analytics)'s Social Listening Agent to process 500+ customer reviews in 3 minutes and extract the psychological frameworks that drove purchase

8. Start your ads mid-moment. 

9. Analyze your top-performing ads with the Audience/Angle/Offer framework.

10. Put your best 4-5 creators on $1K-$5K monthly retainers instead of chasing new talent. Make it easier on yourself.

11. Use Octo to analyze groups of ads together, and automatically build storyboards for new ads to make based off of the undeniable proof in the ads that worked. 

12. Just launch your ads as partnership ads, stop playing Meta on hard mode. 

13. Use Adology.AI's "god view" to watch every signal related to your brand on the internet.

14. Use Arcads to make a comedic podcast related to your product, using Nano Banana to place your product onto one of the podcasters.

15. Actually allow a good thought to pop into your head, write it down, then talk through it with Wispr Flow into Claude.

16. Take something that's already a winner and do format multiplication: normal UGC becomes a staged moment, podcast version, street interview version.

17. Give open-ended briefs to strong up-and-coming TikTok creators via TikTok Shop affiliate program - let them run wild with commission-only structure and cash bonuses. 

18. Use Sora 2 Pro to generate beautiful cinematic b-roll that allows you to create brand new concepts with existing footage. 

19. Build an agent that analyzes your customer support tickets for recurring pain points, then creates creative concepts that address those specific objections.

20. Create a systematic workflow where you feed viral TikTok transcripts to Claude and have it help you do script re-writes that don't suck.

21. Start posting TikToks yourself. You'll learn the importance of writing incredibly specific caption hooks that break through.

TLDR:
- AI workflow = a competitive advantage 
- Human taste = your strategic filter 
- Outrageous operating speed = market domination

so we're all just ignoring the fact that...

1. you can have AI analyze the top 1% of content in your niche and extract the exact frameworks, hooks, and structures that actually get engagement.

2. you can voice-record your thoughts with Wispr Flow and have Claude turn them into polished LinkedIn posts, Twitter threads, and newsletter drafts.

3. you can upload a single piece of winning content to Claude and prompt it to take that same idea and put it into 8 different formats. 

4. you can have AI watch viral videos in your space and give you detailed breakdowns of why they worked, then help generate similar concepts for your own story and area of expertise.

5. you can feed AI your best-performing posts and have it generate 100 variations in your voice and style.

6. you can turn any industry report, podcast transcript, or article into 20 pieces of original content with your unique take.

7. you can create custom GPTs trained on your writing style.

8. you can generate post-ready thumbnails, graphics, and visual assets without touching Photoshop.

9. you can take one 60-minute conversation and have AI turn it into 2 week's worth of content: posts, threads, newsletters, video scripts.

10. you can have AI analyze your audience's comments and engagement to identify exactly what topics and formats resonate most.

11. you can rip the structures of high-performing creators (in your niche or not) and plug in your own ideas and perspectives

12. you can literally just pick up your phone, record a TikTok with your raw thoughts, and TikTok will basically just handle the editing and captions.

13. you can have AI scrape viral content in any category and automatically organize it into your Airtable database with full analysis of what made it work.

14. you can set up N8N workflows that automatically find trending topics in your space and generate content briefs before anyone else catches on.

15. you can have AI agents specialized for different content types: one for LinkedIn thought leadership, another for TikTok scripts, another for newsletter storytelling.

16. you can take any boring industry insight and have AI help you find the contrarian angle that gets people talking.

Now is the single greatest time in history to join the 5% of humans who actually create content, instead of mindlessly consuming it. 

What are you waiting for?

My $1.2M BFCM disaster nearly got me fired from an 8-figure brand. 

So I created a 103-item checklist to make sure it never happened again. Drop a comment on this post and I'll send you the entire checklist. 

Now back to the story....

I was so obsessed with our Black Friday email campaigns.

But I ignored the 3 flows that drive the bulk of BFCM revenue:
→ Welcome flow 
→ Cart abandonment 
→ Browse abandonment

Be honest with yourself: When's the last time you locked yourself in a room and made every single email within those 3 flows as strong as possible?

Omnisend data shows that:
- Email automations account for just 2% of email volume but drive 37% of email sales.
- 87% of automated orders come from just these 3 flows

Most brands haven't touched them in months.

Looking back, I was leaving a massive pile of on the table because I wasn't making optimizations likes these for BFCM:

- Making our Black Friday offer crystal clear ATF in every email
- Ensuring cart abandoners saw their exact products + our discount
- Adding urgency with clear deadlines to every flow
- Personalizing welcome sequences based on how people signed up

Inbox competition during BFCM is brutal.

The time you spend making every single email within these 3 flows perfect is so much more important than forcing your team to take another design pass at your campaigns.

Omnisend is great for DTC operators & agency owners b/c it makes it simple to nail these 3 flows:

- Email + SMS + push all working together
- Dynamic product recommendations that actually work
- $68 ROI for every $1 spent

Your BFCM campaigns will get opened once. Your automations work 24/7.

Focus aggressively on the 2% of volume that drives the bulk of your sales. 

---

👉 If you want to try Omnisend for 30% off for your first 3 months, check the link in the comments. 

---

And to grab my 103-Item BFCM Preparation Guide:

1. Comment "BFCM" below
2. Like this post
3. Make sure we're connected so I can send the link

P.S. I'm sending the link to anyone who comments by Monday

#Omnisendpartner

99% of creative strategists confuse looking busy with real insights:

→ They group ads from different channels together
→ They compare testing campaigns against proven winners
→ They set identical CPA targets across Meta / TikTok / YouTube

Because of this, the "analysis" ends up being meaningless.

They're comparing apples to oranges to bananas.

→ Conversion campaigns mixed with awareness campaigns
→ New channel performance held to mature channel standards
→ Creative tests evaluated against scaled winners

The result is bad decisions based on weird data.

"This ad failed" - no, it was a test in a testing campaign.
"TikTok doesn't work" - no, you expected Meta-level ROAS on day one.
"This format underperforms" - no, you compared video views to conversions.

To actually generate insights, evaluate creative within its own context:

1. Group by objective first. Conversion campaigns together. Video views together. Awareness together. Never mix them.

2. Separate testing from scaling. Your testing campaigns should have 10-25 ads where you're taking big swings. Don't compare those against your proven winners running at scale. Different purpose, different benchmarks.

3. Adjust expectations by channel. A new TikTok test won't hit your Meta ROAS targets immediately.

This is why a media buying foundation is so critical for creative strategy.

And why I'm willing to pay for tools like Motion, because it makes it simple for junior / mid-level CS's to build these segments with filters and actually evaluate the creative properly.

The strategists who understand this will always out-analyze the ones just making pretty decks.

P.S. Motion is hosting a 2026 Ad Creative Trends event in a few weeks. If you want to stay ahead of what's coming, link to register is in the comments.

How to survive and thrive as a DTC brand in the age of AI:

First off, ruthlessly copying what works is a strategy. I'm not going to pretend it doesn't work. AI makes it way, way easier. 

If a competitor's hook is crushing, study it. Rip it. See what happens. "Lift & Shift" can be a percentage of your creative output. 

But if 100% of your strategy is copying, you're screwed.

The brands I see actually breaking through right now aren't the ones who copy best. They're the ones who push past the baseline from a point of originality.

TikTok is the cultural tastemaker for the internet right now. The brands I constantly see in my TikTok feed aren't playing it safe.

Hismile. Underbrush. Hiyo. Pete's Pasta. Stan Store.

These companies aren't ignoring what works. They're paying attention to proven ad structures and formats, but injecting something unmistakably theirs. 

People can sense the difference. They can sense the difference between a brand with a genuine point of view and one that's trend hopping.

The AI age makes copying easier than ever. Which means it's easier for anyone to make content that is "competent."

But that means the gap between "competent" and "extraordinary" is widening every single day. 

Brands that win in 2026 will have a portfolio approach.

Don't make copying 100% of your strategy.

2026 will be the best time in history to be a Creative Generalist. 

Because AI makes it possible to get your vision to 85% done, and as long as you have the network to take it the remaining 15%, you are unstoppable.

Don't let anyone tell you that you need to "pick a lane."

The future belongs to the people who can see the big picture and make it become a reality insanely fast.

Built an AI owl podcaster in ~20 minutes with Arcads & Nano Banana Pro.

Used Nano Banana Pro to generate the owl + podcast setup:

“A wise owl sitting at a podcast table in a cozy moonlit library, warm ambient lighting, vintage microphone in front of the owl, owl wearing this exact black sleep mask, leather-bound books in background, intimate podcast studio setting, cinematic lighting with soft golden shadows, professional yet cozy atmosphere.”

Then I used the Sora 2 in Arcads to make the 8-second demo video. Provided the script and some subtle motion notes.

Is it ridiculous and unserious? Yeah, and that’s the point. 

This is the category of AI-produced content I’m actually excited about. You can think of a wild idea, and then make a demo in like 20 minutes. AI tools like Arcads remove so much of the friction.

Comment "PROCESS" and I'll send you the exact tool stack and step-by-step process I used to make this demo. 

---

P.S. Arcads is running a BFCM promo where you get 50% OFF all annual plans, so now’s a good time to sign up and try this workflow for yourself. Link in first comment. 

#ArcadsPartner

70% of your creative time should be spent on the first 3 seconds.

I always knew that the hook mattered. But after growing my own TikTok from 0 to 19.2K in a few months, feel like I have a different level of understanding now.  

The hook actually is EVERYTHING. 

And the hook is 3 related elements, all working together:

1. The written caption
2. The voiceover
3. The visual action

Most people are lazy and make the caption the same thing the person is saying. 

The best creative strategists connect all 3 elements to make something that people won't scroll past. 

Seeing our team pay attention to the details and put this into action makes me feel awesome.

1,358 people commented on a STOLEN viral post about AI Kobe Bryant.

I jumped in to offer my perspective, as someone who writes about AI every day but also worked in real sports marketing with pro athletes. 

I don't love dunking on people, but here's the problem I had with that viral post:

First off, the guy stole the content word-for-word from someone on Twitter. It's not his video. It's not his workflow. It's not even his hook.

Now onto the content itself (which wasn't even his):

Even if Kobe Bryant were still alive, there is a 0% chance Nike would ever make a consumer-facing ad like the one this guy posted (that he didn't even make himself). 

The video was useful as a prototype video, but if they were actually launching something like that it would probably tank their stock price.

The writing was AI slop, it made no sense.
The voice tried to sound like Kobe, but didn't.
AI Kobe was dribbling and dunking all weird. Super glitchy.
People hate the AI-ification of everything.

In reality, here's what would actually happen if Kobe was still alive:

Nike would organize a shoot with the real Kobe Bryant. 
It would cost a lot of money. 
The writing would have soul. 
He would dribble and dunk like Kobe, because it would actually be Kobe. 
He would sound like Kobe, too, b/c it would be his actual voice.

The AI process that the poster described is actually a massive unlock for the pre-production process. They could use the prototype video to pitch a campaign to Kobe. Way more powerful than a storyboard + 3rd party references.

But the real Kobe Bryant would HATE the video that he posted. The team responsible for it would be fired immediately.

So to me: when someone writes a post about text-to-video replacing consumer-facing Nike ads with real NBA stars is disingenuous.

I'm laughing tat my desk right now b/c there are so many layers to this latest LinkedIn grift:

AI Overhype + Stolen Content + "Fire Everyone" Hook

- Marketer & massive NBA fan

388k people have watched my TikTok about why a brand backed by the Paul Brothers, Mr. Beast, and other massive influencers is totally failing.

Here are the spark notes for why I believe the sales are so underwhelming:

1. If your positioning is wrong, nothing else matters. It's a shaky foundation. Better ads, more spend, bigger influencers...none of it will fix a broken core message.

2. Celebrity without trust doesn't worked like it used to work. People are smarter now, and they value authenticity over pure celebrity influence.

3. You can't do problem-based marketing when the problem is an insecurity nobody thinks they actually have.

Follow me on TikTok for more breakdowns like this. Link in comments.

Growthub

Scaling brands past $1M/month profitably with FB Ads & Creatives | $100M+ revenue generated for clients | Case Studies at http://growthub.agency

Lorenzo Pravatà

Freelance Performance Marketer

Mitte

Performance Marketing Consultant

Publicis Media

PPC & Biddable Specialist

Contents.com

Performance Marketing & Facebook Ads Specialist

emendu

Emendu makes technology accessible to everyone, by enabling people to subscribe to Apple devices monthly instead of buying them.

Bounsel

Developing and implementing marketing strategies. Determining and tracking KPIs on a regular basis. Using data and reports to make evidence-based decisions. Developing content strategy and email marketing automations to acquire, retain, engage and convert potential customers.

Digital Marketing Specialist

Argentina for AL

An organisation gathering young people with international background with the purpose of creating value from scratch. 
-Developed and implemented marketing strategies to raise funds for an orphanage
-Organised beneficent events in order to help people in need

Event Organizer

Procter & Gamble

Collaborated with Procter&Gamble in the development of an advertising strategy for a new type of shampoo.

Head&Shoulders: marketing research and digital marketing strategy development

Digital Marketing Specialist | Growth Hacker

I used to be a media buyer running Facebook ads and freelancing for ecom brands.

Then I realized the real problem was never the targeting or the campaign structures.

It was always the creative.

So in 2022, I stopped doing everything else and started Growthub.

An agency focused only on one thing: making ad creatives that actually scale.

Since then, we’ve helped brands go from 6 to 7-8 figures.

We’ve made ads that tracked over a million in revenue.

In 2023, we built the Stealth Creative System.

In 2024, we became a 7-figure agency.

Now in 2025, we’re working with 7/8-figure brands & SaaS while growing fast.

This started as a way to make money.

Now it’s about building something real with a great team, great clients, and a clear vision.

If you’re trying to scale and you know your creative isn’t where it should be, let’s chat:

https://calendly.com/lorenzo_pravata/pre-audit-call

Meta Andromeda’s update has changed EVERYTHING.

If you can’t adapt, you will never break through & scale.

I’ve just updated our scaling strategy for our 8-dig DTC clients.

So here’s the exact mini-guide on how you can follow it today:

- Why your ads have stopped scaling post update
- The 2 survival paths you can take now (& in 2026)
- How to structure your ad account in order to make the most out of it

(Most top brands are aware of this already)

Here’s how I can send you a quick copy of this doc:

1. Connect with me Lorenzo Pravatà
2. Comment “META”

I’ll send it over as soon as possible.

Stealth Creatives for Ecom & SaaS | $100M Generated | Meta Ads Expert

GPT 5 has changed our statics FOREVER.

We're creating a ton of ads faster than ever for our 8-figure clients.

I've just created a FULL guide on how you can do the same:

- Basics
- Prompts
- Formats to Test
- Winning Examples
- How to Edit & Create Them

500 Brands already have access to this, if you want access to the doc:

1. Connect with me Lorenzo Pravatà
2. Comment “GPT”

I’ll send it over as soon as possible.

Spending hours tagging and comparing creatives to see what’s actually working?

We do it in 60 seconds for our 7 & 8-fig clients.

Most creative strategists and media buyers still do it by hand:

→ Exporting ad data from Meta and Google

→ Building tables just to find top performers

→ Watching each video one by one

→ Manually analyzing what made the winners work

All before they can even start briefing the next round of concepts.

That’s why we started using GoMarble AI, an agent that’s automating our creative analysis (and much more) end to end.

It connects to Meta & Google, tracks all performance, and tells you exactly:

• Which hooks retain attention the longest

• Which CTAs convert best

• What visual patterns repeat across your top ads

We now get full creative reports in under 10 minutes a week.

That’s what lets us iterate 5x faster and scale winners without burning time.

I’m giving away a 14-day free trial so you can test it yourself.

I’ll also send you the Winning Ads Creative Playbook, built from 500+ top-performing ads and 20 categories.

Want both?

1. Comment “GoMarble” below
2. Connect with me Lorenzo Pravatà

P.S. I’ll also send over a video of a team member using it for one of clients.

linkedin.com/in/lorenzo-pravata/

LinkedIn

To create ads that CONVERT...

You need a great hook.

After generating $100M+ on Meta ads, we’re now using Arcads’ AI generator in order to create hook iterations faster than ever.

It’s saving us time & the need to create extra footage for simple iterations that can create enough diversity post-andromeda.

For the next 48 hours I’m giving away:

✔ An exact tutorial on the feature on how to use it
✔ A swipe file of 100+ viral hooks & headlines that stop the scroll
✔ An extra 50+ stealth creative hooks focused on conversations for your ads that don’t look like ads.

Want access to all 3?

1. Connect with me Lorenzo Pravatà
2. Comment “HOOK” below

I’ve scaled over 10 pet brands and generated $20M for them.

All thanks to understanding applying the same playbook.

So I've just put together a 22-page mini-guide breaking down how you can do the same.

(These are the strategies my team & I are currently using)

I break down:

✔ Winning Examples
✔ The PetLabCo script formula
✔ A roadmap you can follow to scale

Here's how to get it for free:

1. Connect with me Lorenzo Pravatà
2. Comment "PET" below

(Feel free to repost if you know someone who needs this)

When I was younger, I loved the idea of speaking multiple languages.

It felt like a shortcut to becoming more “interesting” or “cultured.”

But learning a language the right way takes time, and time is the one thing I don’t want to waste anymore.

Now my approach is completely different:

I don’t want more languages.

I want depth in the ones I already have.

Instead of spreading myself thin, I’m focused on:

- Improving my Portuguese
- Getting my English pronunciation as close to native as possible
- Maybe adding French when it makes sense

There’s something underrated about mastering what you already know instead of chasing the next shiny thing.

Becoming exceptional at one language opens more doors than being mediocre in three.

It’s the same lesson I’ve learned in business:

Exploration is useful early on, but compounding happens when you double down.

So for now, no new languages.

Just refining what I have until it feels effortless.

Creative diversity will be EVERYTHING in 2026.

But 80% of brands are ignoring it.

Here are the 5 pillars we are working with for our clients in order to scale.

(And how diversity is found with them):

1. Persona Targeted

This one is big.

Winning brands are very detailed with their scripts, so if you find 3-7 micro-personas per product and match creatives & angles to each one, you’ll win.

Yes, your product is a meal kit, but you target:

- Busy moms
- Gym bros coming off meal prep
- Professionals looking for something quick

If you only feed Meta one persona… it only has one type of person to win over.

2. Angle

Your product has 20+ reasons someone might buy it.

You’re probably using 2.

We hit every angle that’s proven to convert: emotional, functional, aspirational, authority-based, comparison, contrarian, and problem or desire-first.

With ten angles executed correctly, you can already figure out the main reasons your audience will buy your product.

3. Awareness Level

Here’s the biggest mistake I see:

Brands write ads for people who are already thinking about their solution.

Then complain when nothing converst.

Create diversity by covering every awareness layer and moving them forward.

Start your ads with educational blocks for once, instead of going straight into the product or solution you provide.

One ad can’t convert all traffic (cold & warmer)

4. Format Used

This is where most of your diversity actually comes from.

We rotate formats aggressively:

- Spokesperson talking to a crowd
- Skit conversations with a ton of humor
- Podcast clip on our own studio (they’re not AI)

Plus, a dozen more we are testing for 2026.

Same angle + same persona + new format = a completely different ad in Meta’s eyes. (Post-Andromeda & with GEM)

5. Actors/Creators

One actor can crush it for persona A but not work for persona B.

Same thing can be said about angles & awareness levels.

We cast talent that fits the tone, age, energy, and “world-fitting” of the persona we’re targeting.

Or they’re just way too good at acting and creating ads that don’t look like ads.

That’s the ultimate way to do things.

Create a ton of diversity…

But what does diversity matter if you can’t keep attention for more than 30 seconds?

That’s what our stealth creative ads do.

We educate, entertain, AND convert later.

They give meta the perfect sequence of ads needed to scale now and in 2026.

We’re currently full right now.

Want to work with us Q1 2026?

Go to our website in my profile or click the link below.

I’ll admit it, UGC didn’t die.

Lazy scriptwriting did.

We took all of our winning scripts this year and an AI broke down the 10 most important traits in them.

Here they are:

1. Every script starts mid-conversation.
2. The first line creates instant tension through shock, fear, or contradiction.
3. Two actors always create a natural “push/pull” dynamic that feels overheard.
4. The product enters only after a discovery, not a pitch.
5. Objections are voiced by the other actor so the viewer never feels sold to.
6. A unique mechanism is always explained in plain language through casual dialogue.
7. Proof is embedded inside reactions, screenshots, sounds, or sensory details.
8. Alternatives are discredited indirectly using humor, comparisons, or subtle frustration.
9. Transformations are shown through metaphor, behavior, or relief.
10. The CTA feels like the viewer is being let in on something, not pushed toward something.

Here’s how we actually find creative winners (without guessing).

Most brands keep chasing new ads when they should be multiplying the things that already work.

People misquote Hormozi all the time, but the idea he repeats across his books and podcasts is simple:

When something works, do more of it. Do it better. And only change when it stops working.

That’s exactly how we engineer winners.

First, we find the message inside an ad that’s already pulling attention: a desire, a fear, an objection, a belief shift. Once we know what’s resonating, we re-express it into our stealth formats.

And this is where most brands fall apart. They take one winning concept and remake it the same way 10 times. Meta doesn’t reward that anymore.

GEM and Andromeda reward format diversity, not repetition.

So we take the winning message and run it through the formats that actually perform today: podcast conversations, skits, expert VSLs, debates, street interviews, POV ads.

It’s literally impossible to not scale our clients after a couple of months with this approach.

And it’s what’s going to work in 2026.

We find winning messaging and keep innovating on formats to express it with.

Link in bio if you want to scale for Q1

Your Meta ads didn’t stop working.

The algorithm just outgrew them.

Let me explain like you’re 5.

Before, Facebook was kinda dumb.

You clicked on a toy car once.

They showed you car after car after car.

Didn’t matter when. Didn’t matter why.

That was the old system (DLRM).

It just had a bucket of your clicks and likes.

One winning ad could take all the spend, and that was fine.

We used to take our clients far with one or two winners.

Now with Andromeda, it’s different.

It doesn’t just see what you touched.

It sees the order.

And the time.

For example:

You looked at a teddy bear yesterday.

You saw a puzzle this morning.

Now you’re holding a toy car.

Andromeda understands the story.

It knows if you’re just looking,

If you’re thinking,

Or if you’re ready to buy.

Sounds great in theory…

But here’s the problem:

Your “winner” doesn’t get all the budget anymore.

If your new ad looks too similar to what you’ve been doing,

Meta gives it 0 spend.

So what works now?

You either:

– Push huge volume (50+ new ads a week)
– Or build diversity (10–20 unique concepts each month)

We do the second one.

Different personas. Different angles. Different awareness levels.

But more importantly: Different formats.

It’s much easier to find a variety of winners with them:

– Podcast clips
– Skit conversations
– POV ads

Each one hits a different stage of the journey, different demographics, different buying moments.

Each one gives Andromeda a new option to deliver.

So you don’t have one winner.

You have many.

That’s how you scale with Andromeda.

And it’s how we’re scaling our clients.

Follow me for more.

Your Meta ads didn’t stop working.

GEM just outgrew them.

If you don’t adapt to Meta & its algorithm, you’ll never scale.

I just broke down how we are changing our approach for our clients in 19 mins:

- What creative diversity actually is and why it matters
- Changes you need to make today in order to start 2026 right
- The playbook moving forward bigger brands are already applying

Want me to send it over? 

1. Connect with me Lorenzo Pravatà
2. Comment “GEM”

I’ll send it over as soon as possible.

Here’s what TRUE creative diversity looks like:

Conversations.

They feel real and we’re wired to want to listen.

Most UGC nowadays is a monologue.

One person. One message. One point of view.

But with two characters, you get back-and-forth tension.

You get curiosity. Humor. Contrast.

You can even start planting objections and destroying them 5 seconds later with 2 actors.

So instead of wondering where the hell you can find more diverse ads…

Just create podcast ads that are naturally diverse.

Then create even more variety with:

- Different actors
- Different angles
- Different personas targeted
- Different awareness levels tackled

Team crushed it with this one.

Nail this into your head for 2026…

What truly separates average brands to the ones scaling past their ceiling is something most agencies will never admit:

Production power.

Most ads are limited by the room they were filmed in, the single creator reading the script, the one angle they were able to shoot, the constraints of whatever the creator "felt like" doing that day.

When you rely on UGC alone, you inherit its limitations.

When you work at a studio, you remove them.

This is why our clients get levels of creative diversity that 99% of brands will simply never touch.

Because we are working with our own props, actors sourced by our team, and scripts that already sound natural as they are.

- Actors we find help us control rhythm, tone, and even give their own inputs to help us
- Our team gets to go to the shooting and actually do directing that brings everything together.
- Props and sets like the pharmacist one you see on the vid makes our messaging become visual & build a TON of credibility

UGC can’t do that.

Our stealth creatives can.

That’s why Meta’s newest update are only going to benefit our clients.

Our current (and new) supplement and beauty brands are about to see ads they won’t believe we produced for them.

"Creating more ads" isn't the problem.

The real problem most brands face is this:

Agencies promise they’ll deliver ads that scale… while giving you formats that cannot scale in 2025.

Because even if they wanted to, they can’t reach the creative diversity or the output required.

“We can reach a ton of creative diversity.”

But then their “diversity” looks like this:

- UGC testimonials
- Problem/solution angles
- Product demos
- Lifestyle content

This format list literally sounds like 2019.

That's the problem.

They know about media buying but can't keep up with the creative side.

We are testing new formats on a monthly basis.

New studios, new actors (that have actually acted in series and have an imdb page), and new talent that will take our clients to the next level.

New studios.

New sets.

New lighting.

New dialogue structures.

New interview flows.

New stealth formats.

If you’re tired of agencies who promise “diversity” but send you the same recycled UGC as everyone else…

DM me "formats" and we can talk about how we can help you out.

80% of brands are in a saturated market

But the saturation isn’t the reason you’re not scaling…

How you map your creative strategy is.

After managing $37M+ on Meta across supplements, skincare, beauty, wellness, and every “crowded” niche you can think of… I recorded a 24-minute breakdown on how we scale brands without changing the product:

✔ How to reposition ANY saturated product instantly
✔ How to map creatives using Persona × Mechanism × Awareness × Format
✔ How Andromeda + GEM changed scaling in 2025–2026

This is the exact system we use inside Growthub to scale 7–8 figure brands in competitive categories.

Here’s how to get it:

1. Connect with me Lorenzo Pravatà
2. Comment “Strategy” below

I’ll send it over ASAP

Our podcast ads are UNFAIR.

Not only because of the creative diversity they generate.

It’s because of how they’re built.

After testing more than 500 of these, here’s what we’ve seen:

1. The script is everything.

We don’t just throw two people in front of a mic. The dialogue is written to walk viewers through awareness levels. One line educates, the next line reframes, then objections are handled naturally from one actor to the other.

2. Two actors > one talking head.

One voice challenges, the other reassures. Your product becomes the natural solution in that conversation. Plus, it’s not like we mention the product or solution in the first 20s, so it’s easy to stop the scroll and find 40% hook rates.

3. And finally, variety.

No single ad format can carry an account. Podcast ads win because they bring a fresh look into the mix. They complement skits, POV, interviews (our stealth formats) giving the algorithm more diversity and giving the customer more reasons to buy.

That’s why these ads feel like content people actually want to watch.

Skit conversations are killing it for my DTC clients.
($500k generated)

I've just created a guide so you can do the same:

- Why they're working right now
- The script structures needed when creating them
- Actors you need to source in order to create high spenders

Here's how to get it:

1. Connect with me Lorenzo Pravatà
2. Comment "SKIT"

I’ll send it over ASAP

Your ads aren't winners because they look scripted.

The best scriptwriting comes from natural conversations.

That's why we use podcast ads:

1. We have two actors talking about a certain problem
2. They educate themselves (and the viewer) on what they’ve tried and works
3. Our scriptwriters make our client’s solution unique considering what they now know

All while not being boring like a UGC testimonial which they scroll past by.

So if you want stealth ads like these for your brand, click the link in my bio to blend into your customer's feed in order to convert.

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