The Performance Creative Bundle

Oliver Blackshaw — Creative Strategist

What you'll take away

• Why bad creative is always a system problem, not a talent problem — and the exact

• research framework (160–200 data points) that gives every brief a scientific foundation

• Go beyond your own reviews: pull from Amazon, competitor reviews, and social listening to

• find the insights your customers aren't telling you directly

• How to build deep customer avatars that go beyond demographics — mapping situation,

• emotional state, market sophistication, and primary friction to a specific selling strategy

• The hypothesis system: how to trace every concept back to a specific belief, angle, and

• format — so volume doesn't become scatter-gun and you can always audit what you tested

• Adding context beats adding production value — how

• briefing creators on 3–4 B-roll shots

• in the right setting (airport, hospital, gym) can move CPA more than a f

• ull creative overhaul

Harry Delmege — Creative Director & Agency Owner

What you'll take away

• The fastest path to new winners: sort by spend, identify the desire that's already converting, and repackage it in a new content style — without needing new angles at all

• Why manual research beats AI for story-finding: how to use Reddit and TikTok comments to surface real, verbatim narratives that make scripts feel lived-in rather than manufactured

• The "small problem + authority figure + Sarah" formula: how to structure ads that start with a believable, relatable friction point and introduce a neighbor-style character everyone sees in their own life

• Why long-form works for 50+ audiences — the ad that ran at 4.5 minutes with a 50% hold rate, and why demographic targeting should inform content length as much as format

• For women's markets specifically: justify failures instead of agitating problems — why aggressive problem-solution framing tanks performance and what to do instead

Marin Istvanic — Media Buyer & Performance Strategist

What you'll take away

• ROAS is just an output — the four inputs that actually drive it are CPM, CTR, AOV, and conversion rate, and you need to track all four daily to spot what changed before the client calls you

• Why high CPMs aren't always the enemy: how better-targeted creative can raise CPM while also lifting CTR and CVR enough that ROAS actually improves — and how to prove that to clients

• Seasonality as strategy: test 20–30 concepts per week in Q1, pull back to 5–10 in summer, and spend at breakeven in October to fill your funnel before Black Friday CPMs spike

• Clean account structure that scales: one testing campaign, one scaling campaign, one sale campaign — plus why ABO beats CBO when your hit rate is high and you want to scale multiple winners simultaneously

• Track net new reach and CPMR (cost per thousand accounts reached) — when net new reach drops below 20% it's a red alert that you're hammering the same audience and growth is about to stall

Olivia Larsen — Creative Strategist & UGC Specialist

What you'll take away

• Why traditional UGC trust is eroding — viewers now recognize paid creators, and the shift toward brand team content gives you a format that feels like insider access rather than promotion

• The scalability fix: train UGC creators to act as extensions of the brand team — speaking as the brand with deep product knowledge, not as a customer with a personal experience

• How to brief creators for brand team content: match their energy, tone, and even wardrobe to the founder's top-performing assets — and why a Zoom call before shooting matters more than the script

• Solo brands and small teams can now simulate a full brand team on camera — giving you credibility, product depth, and objection-handling in your ads without pulling actual employees out of their roles

• The unexpected hook that dominated for 3+ months: ASMR-style props — snapping gloves, tapping boxes, ripping packaging open — and why sensory, tactile hooks drive comments that keep ads alive longer