Native-looking ads with a testing reason behind every frame.
Every piece below is built the way client work is built: an angle from real customer language, a hook set that isolates one variable, and a note on what to make next. Spec means we chose the brand — the pipeline is identical. Watch them full screen on the homepage reel, then read the thinking here.
Humantra SPEC
Energy / hydration · Walk-and-talk UGC · five hook variants
The hook: "Ditched coffee, no 3pm crash"
The hypothesis: Energy claims are commoditised — 'supports energy' is wallpaper. The differentiating angle is the replacement ritual: quitting coffee names a moment the buyer recognises (the 3pm crash) without needing a claim the category can't legally make.
Sleep Deep SPEC
Sleep · Bedroom confession UGC
The hook: "2am, wide awake"
The hypothesis: Sleep ads die on disease-adjacent claims — insomnia is medical territory. The compliant angle is pure problem recognition: the 2am ceiling stare, filmed where it happens. The product enters as routine, not cure.
Perfect Ted SPEC
Matcha energy · Street-interview UGC
The hook: "Not tired, dehydrated"
The hypothesis: Reframe beats claim: 'you're not tired, you're under-fuelled' creates an aha moment that structure/function language fully permits. Street-interview format makes the reframe feel discovered, not advertised.
Bloom SPEC
Greens / wellness · Car confessional UGC
The hook: "Two months in"
The hypothesis: Greens buyers distrust day-one testimonials; the credible arc is the two-month check-in — long enough for honesty, specific enough for proof. Car confessional is the platform's native 'unpolished truth' format.
Absolute Collagen SPEC
Collagen · Bathroom-mirror UGC
The hook: "Skeptic to believer"
The hypothesis: Collagen has a scepticism problem the category earned. Leading with the scepticism — 'I thought collagen was a scam' — inoculates the ad and lets reviews carry the persuasion.
JSHealth SPEC
Vitamins · Group-chat confession UGC
The hook: "Gatekept for 2 months"
The hypothesis: Social proof beats product proof in saturated vitamin categories. The 'I kept this to myself' confession converts the recommendation dynamic buyers already trust — group chats — into a native ad format.
Symprove SPEC
Gut health · Morning-ritual UGC
The hook: "10 weeks, no filter"
The hypothesis: Gut health is the most claims-restricted space in supplements; the compliant persuasion is commitment proof — 10 weeks of showing up — plus routine context. 'No filter' signals the honesty this category's buyers demand.
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