©
Date
Oct 2026
Client
YourHappyLife
Industry
D2C wellness / clinical supplements
Timeline
28 Months
Creative Strategy
One self-optimising cohort. Dozens of desires. A communication built for each.
The breakdown ran desires by persona by awareness stage: problem statements, stat-led arguments, direct headlines, creative headlines, dosage conversations, ingredient conversations, each written for the unaware through the convinced. The depth goes into lifestyle itself: magnesium reads as recovery and sleep, but the man over 35 playing padel twice a week has a harder recovery problem he's never named, so influencers open that exact conversation. Layer by layer, the cohort stopped being a demographic and became a map of specific people with specific reasons.
Creative Production
The creative was the targeting: the algorithm reads the ad, then finds its person.
The system runs three environment tiers, high concept in extremely premium product worlds, mid concept built around people, low concept with products on clean monotone grounds, across every communication register. Because the algorithm judges an ad's contents and routes it to whoever it believes will engage, extreme diversity becomes precision: each format and register finds its own engager, and the account learns which door leads to whom. The landing pages complete the circuit, each built to continue the conversation its ad started, so the claim, the proof and the purchase sit on one unbroken line.
Results, not prophecies
A market leader doesn't need a louder voice. It needs every version of its customer to find their own way in. The circuit gave them the doors, and the biggest month in the brand's history walked through.
Latest projects