In the current algorithm, targeting is largely automated and creative is the lever. That makes creative strategy the highest-leverage work in the whole account, and it is where we put most of our effort. Good ads are not made on instinct. They are engineered from angles.
Angles: why people buy
An angle is a reason someone buys: a pain point, a desire, an objection, an identity. A supplement brand might have 15+ distinct angles, from joint pain to vet bills to the guilt of a slowing older dog. Finding the real angles takes research and testing, and it is the foundation of everything, because the best-produced ad on the wrong angle still fails.
Concepts: how you say it
A concept is the way an angle is expressed: testimonial, us-vs-them, before-after, listicle, unboxing, meme, demonstration, street interview. We work from a set of proven concepts developed across accounts. Multiply angles by concepts and you get volume with intent: 15 angles times 5 concepts is 75 distinct ads, each a real probe into the market.
Volume, because the algorithm demands it
Strategy without volume is a nice deck that does not move numbers. We produce at the volume the algorithm needs to learn: 100+ ads a month on scaling accounts, produced in-house through our studio Marketr so strategy and production are one system, not a handoff. Street interview ads are a core part of this, producing 40+ unique ads from a single shoot day.
The system
- Research the market and competitors to find real angles.
- Map angles to proven concepts.
- Produce at volume, in-house.
- Test in a structured campaign, scale winners, iterate.
- Feed what the data teaches back into the next round of briefs.
The brief is the product. Every creative decision is intentional, built on what we have learned across 30+ accounts, not guessed.