Ad creative that reads as brand first and ad second.

Why product on white stops working

A product shot with a price and a discount code performs at a small budget because it is being shown to people who already know the brand. At scale it is being shown to people who do not, and to them it is a picture of a dress with a number. There is no reason to care. Every fashion account we take over has hit this wall, and the accounts that scale are the ones where the creative gives a stranger a reason to want to belong.

What we brief

Founder and designer video

The single highest performing format on most of our accounts. The founder talking about why the piece exists, what it is made of, how it should fit. It does not need to be produced. It needs to be honest and shot in decent light. On designer led brands like Angel Ruche it is the whole story.

Campaign imagery

The brand's own shoot, used as an ad with copy that speaks to the customer. It works because it looks like the brand's feed, and because a strong shoot carries the aesthetic that is the reason to buy.

Editorial style stills and video

The piece on a body, moving, in a setting that matches the brand. Ten seconds of a dress walking says more than any product description.

Lifestyle and UGC, selectively

Customer content works when it matches the brand's world and not when it looks like every other brand's UGC. We use it for social proof and for fit, and we keep it out of prospecting for premium brands where it undercuts the positioning.

The drop

For brands with collections, the announcement itself is a creative concept. New this week, in the brand's voice, to a broad audience. On drop led accounts it is the core of the weekly layer.

Hooks

The first two seconds or the first line decide whether anyone watches. The hooks that work in fashion come from a short list: fit (finally a blazer that fits at the shoulder), making (cut and sewn in Portugal, and here is why that matters), identity (for the woman who dresses for herself), the community's own language (a coquette brand knows its words), and the moment (new drop, restock, last of the season). We write several per concept and let the testing campaign decide.

Copy

Written for the customer, not about the product. Our product copy format on the accounts we run is short: the piece and why it is popular, a line addressed to the woman who wears it, three short reasons, and a note on stock. Brand copy is two or three sentences about a feeling, and a place to go. No exclamation marks, no emoji strings, no "shop now".

Testing

New concepts go into a separate testing campaign every week. Each concept gets a fair read against the same broad audience, winners graduate into prospecting, losers are cut. We are looking at hook rate, hold rate and cost per purchase, in that order, because a hook that stops the scroll is the thing that is hardest to find. The structure is in how we structure a Meta account for fashion.

Working with what the brand has

We do not require a new shoot to start. Most brands have a campaign library, product imagery and a founder with a phone, and that is enough for the first two months of testing. When something is missing we brief it, and where a shoot or an editor is needed we bring one in. The creative direction is ours; the assets are the brand's.

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