Spec work
Ten giants. Eight niches. One engine.
Creative is cheap now. Range and judgment are the edge. Two walls, 160 Meta ads, one system: first, ten of the best-known e-commerce brands, so you can see the level your category plays at; then eight small businesses that have nothing in common, made in a single day. Every ad here is concept work. None of it is a client account.
The giants
If you sell what they sell, this is the level.
Ten brands everyone in e-commerce knows, eight concept ads each, made with the same engine. Find your category and see what your feed could look like.
- 10
- brands
- 7
- niches
- 80
- ads
Concept work, not commissioned. These brands did not ask for these ads, have not seen them and are not affiliated with us; names appear as text only and no logo is reproduced. If you sell in one of these categories, this is what your ads could look like at that level.
Showing all 80 ads.
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01 / 10 · Apparel
Gymshark
Fitness apparel
Fitness apparel is a sea of black leggings; the only moat is the athlete tribe, and a static ad can only hint at a tribe.
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02 / 10 · Apparel
SKIMS
Shapewear & loungewear
Shapewear sells a feeling on a body, so every ad needs real, diverse people wearing it, which is exactly what a rules-heavy Meta account gets flagged for.
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03 / 10 · Beauty
Glossier
Beauty
Beauty on Meta is faces and swatches; standing out means owning a mood, and a mood is the hardest thing to brief a stranger to reproduce.
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04 / 10 · Grooming
Dr. Squatch
Men's grooming
Bar soap for men is a joke category; humour carries the brand, and the moment the joke lands flat the ad is just a bar of soap.
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05 / 10 · Beverage
Liquid Death
Beverage
Canned water is the same product as every other canned water; the whole brand is attitude, and attitude gets copied in a week.
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06 / 10 · Accessories
Ridge
Everyday carry
A metal wallet is bought once; every ad has to win a customer from a bulky-wallet habit nobody thinks is a problem.
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07 / 10 · Footwear
Allbirds
Footwear
Comfortable wool sneakers is a crowded promise now; the honest edge is material and calm, and quiet ads lose scroll wars.
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08 / 10 · Beauty
Hismile
Oral care
Whitening is a claims minefield; you cannot say what it does without a compliance headache, so the ad has to sell the colour and the vibe instead.
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09 / 10 · Accessories
Bellroy
Bags & leather goods
Leather goods are a taste category; the ad has to prove craft in one frame, and craft is invisible until you hold the thing.
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10 / 10 · Home
HexClad
Cookware
Cookware ads are sizzle reels and chef endorsements; without a famous chef a pan has to be interesting by itself, and pans aren't.
The eight niches
Eighty ads. Nothing in common but the engine.
A taproom next to Canadian diamonds next to a powerlifting belt. Read the mix, or filter by brand to see the ten angles each one got.
- 8
- brands
- 8
- niches
- 80
- ads
Spec work: eight brands we chose, eighty concept ads, one day, one engine. Made to show range across niches. These are not client accounts and the brands did not commission them.
Showing all 80 ads.
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01 / 08 · Local business
Rowdy's Brew Co
Craft brewery and taproom
A local venue sells a night out, not a product. The ads have to feel like the room.
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02 / 08 · Fitness equipment
Iron Bull Strength
Powerlifting belts
A $100 belt against $25 copies. The ads sell the difference you can feel at the click.
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03 / 08 · Fitness apparel
Legendborne
Training apparel
Apparel is a crowded feed. Identity, not fabric, is what stops the thumb.
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04 / 08 · Fashion
Dalt The Label
Elevated womenswear
Premium fashion dies on loud ads. Quiet frames, one line, the fabric doing the talking.
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05 / 08 · Jewellery
bluboho
Fine jewellery, Canadian diamonds
High ticket, emotional purchase. The ads sell the moment, and the provenance closes.
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06 / 08 · Travel gear
FYRO
Travel backpacks
A feature-heavy product. Each ad takes one feature and turns it into a scene.
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07 / 08 · Food and beverage
Ola's Coffee & Tea
Single-origin African coffee
Coffee is a commodity until the origin is the story. Warm light, one farm, one cup.
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08 / 08 · Beauty
Ophair
Virgin hair and wigs
A category where trust is everything. Real texture, real time-to-wear, no filters.
How the day went
Three steps, eight times over.
- 01
Read the brand
Pick a brand. Read its reviews, its site, its competitors. Where the buyer hesitates and what the category already says are the whole brief.
- 02
Ten angles per brand
Ten different reasons to buy, written as hooks before any pixel: a scene, a proof, an objection, a joke, a price. Each one has to stand alone in a feed.
- 03
Score, then ship
Statics for every angle, scored against the hook and the brand, and only the ten that held up shipped. That is what you see on the wall.
Performance creative
$0 retainer. 7.5% of the spend on our ads.
The same engine, on your account, every week. You pay only on the spend that runs on our ads.
