Paid social · DTC creative · Production systems
Performance
Ad Creative
An ad-creative workflow I built for DTC and e-commerce brands. A two-minute brief goes in. Five static concepts, an 8-second video ad and a GIF come out in every Meta placement size, with ad copy for each one. Shown here with a full sample order for Hollow Oak, a spec pet brand.
Hollow Oak Pet Co. is a spec brand. I designed its logo and wrote its brief, including the offer and the review count, and ran it as a real Statics + Motion order: five concepts in three sizes, one video in three sizes, a GIF, and a copy document. Not a client, and no performance results are claimed.
One message.
Five ways to say it.
Brands don’t need more ads. They need more angles on the one thing they want people to remember.
The brief takes two minutes and is mostly dropdowns: product link, goal, key message, offer, reference ads, and do’s and don’ts. For Hollow Oak the message was anxious dogs finally settle, the offer was 20% off with free shipping, and the rules were a real dog in the bed, the washable cover named, no cartoon paws, and no claim that the bed treats anxiety.
Every concept carries that same message through a different format: a benefit stack, an us-vs-them comparison, a gift offer, problem to solution, and review proof. The video adapts the strongest angle into three beats.
Laid out for each placement.
Never just cropped.
Feed, Stories and Reels each get their own layout, with headline, offer and logo kept inside Meta’s safe zones.
The claim can’t.
Every number, review count and comparison comes from the brief. If the brand didn’t supply it, it doesn’t go on the ad.
No layout invented
from scratch.
AI makes the scenes fast. A written playbook decides what goes on them.
Each concept starts from a format brands keep paying to run, checked against active ads in the category in the Meta Ad Library. An ad that has run for 30+ days is a likely winner.
The video puts motion and a 3–6 word headline in the first frame, shows the product working by second five, and hard-cuts to brand and offer.
Generated scenes are reviewed at full size for hands, faces, label text and product shape, and the product stays the same bed in every ad.
Files are named brand, concept and size so they drop into ad sets. Each concept gets short and long primary text, a headline, a description and an organic caption.
How it’s built, for the technically curious
- 01
Research
The brand’s own winning ads first, then 3–5 active references from its category.
- 02
Generate scenes
Gemini image generation with reference images to keep the product consistent; Veo animates the video from a start frame.
- 03
Lay out
Python and Pillow templates, written with AI, set type, offer and logo for each size inside the safe zones.
- 04
Write the copy
One message per ad, headlines checked to be urgent, unique, useful and specific.
- 05
QA
Claims, offer wording, safe-zone guides and AI artifacts against a written checklist.
- 06
Deliver
Every concept in every size, the GIF, and the copy document, with one round of revisions.
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