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Field notes from the creative-testing trenches.

abstract blue fabric in motion
6 min readCreative Strategy

Why most DTC creative testing fails (and how to fix it)

a prototype camera on a grey backgroundCustomer Research

How to mine your customer reviews into winning ad hooks

a dark robotic head against a foggy backgroundTikTok

The hook patterns that stop the scroll on TikTok

a floating colorful object on a grey backgroundProduction

UGC without the creators: when AI avatars actually work

an abstract flowing objectCreative Strategy

Why your best ad eventually stops working