Strategy is the art of sacrifice.
Your product offer deserves ads that convert. I build the paid media system that scales revenue. Ads, copy, video scripts, funnels. The whole thing.
Live teardowns of real, running ads
"No case studies to inflate yet so here's the next best thing: unpaid, public diagnosis of real brands' current campaigns. What's broken, why, and exactly what I'd change."
- BrokenNearly every ad opens with the same boilerplate line regardless of whether the viewer is mid-flight, post-workout, or slumped at a 4pm desk.
- WhyResearch names five distinct trigger moments travel, workouts, hangovers, workplace slumps, festivals but one generic hook can't hit all five. A commuter and a marathoner aren't solving the same problem.
- FixSplit into angle-specific hooks TSA/travel, price-per-pop vs. coffee, mess-comparison vs. powder matching each ad's opening line to the exact friction it targets.
- BrokenAd account leans almost entirely on two formats, long form founder pitch VSLs and UGC talking heads, funneling into the same Body Type Quiz.
- WhyTheir own research names the #1 objection: 'I've tried everything and nothing sticks, so why would this work for me?' A polished founder pitch reads as the exact overhyped thing that objection is bracing against.
- FixSwap one ad slot for lower production, unscripted proof, real people mid quiz, instead of another polished pitch.
- BrokenMeta ads lean almost entirely on clinical authority and influencer endorsements. None address the actual daily experience 5 capsules, every day, for months, before results show.
- WhyTheir own research shows the doubt isn't 'does the science work' it's 'will I actually stick with this.' Buyers already spending $100+/month on supplements are exhausted by regimens, and many quit around month two from slow results or pill fatigue.
- FixLead an ad with the honest version of the objection 'I almost canceled at week 3' before the clinical proof, not instead of it.
- BrokenMeta ads lean on polished brand messaging and catalog placements. Their own research names the actual trigger, a dog owner recoiling from bad breath, and none of the running creative dramatizes it.
- WhyThe objection isn't does dental science work, it's will this actually clean anything or is it an overpriced starch treat. A catalog shot doesn't answer that. A visceral before after does.
- FixLead with the gag to relief reaction format before the VOHC accepted clinical language, not after, let the emotional beat earn the right to make the clinical claim.
Want results like these?
For DTC e-commerce brands & high ticket coaches spending $20K+ a month on ads.
Strategy is the Art of Sacrifice.
I'm Shawn, a 26 year old Creative Strategist. I was already building funnels and ad creative before I sat down and wrote a book The Gut-Spirit Connection, published this year, now on Amazon.
That order matters. I didn't learn to write and then decide to try strategy, I was already in the work, and writing a full book only sharpened what I bring to every headline, script, and hook.
I'm not here because I have a decade of case studies. I'm here because I understand persuasion, structure, and how to make words move people and I'm betting everything on turning that into ads that convert.
Quick stats
Creative Process
A clear process that transforms ideas into strategic, impactful creative and conversions. This isn't theoretical, it's the exact process behind every teardown. View Portfolio →
Research: market, competitors, and customer analysis that uncover the true problem.
Angles & Hooks: map creative directions and winning hooks to test quickly.
Scripts & Copy: write headlines, scripts and primary messaging for each angle.
Production: shoot and assemble the creative assets needed to launch tests.
Launch: structure tests, target audiences, and start data collection.
Analyze, Scale, Iterate: learn fast, scale winners, and iterate on losing ideas.
Tools, Skills & Industries
A quick reference of software, AI tools, industries and soft skills I use and bring to projects.
Software
Foreplay
Notion
VS Code
Industries
DTC E-Commerce — Beauty, Performance/Wellness, Men's/Women's Brands, Pets, Financial Services
High-Ticket Coaches & Consultants
AI tools
Claude
ChatGPT
Gemini
Higgsfield
Soft skills
Direct-response copywriting
Persuasive storytelling
Rapid ideation
Self-directed execution