Systems are Sexy

I built a creative system that turns insights into output fast. From a live Angle Matrix that pushes variety, to AI-assisted briefs, data-tagged iteration loops, and smart templates that scale, every part is designed to help us test better, move faster, and never start from scratch.

Angle x Format Matrix

I built this matrix to make sure we’re not just remixing the same safe ideas every week. It tracks which angles we’ve hit, who they’re for, what benefit we’re pushing, and how we’re delivering it (copy, buzzwords, offers, emotional levers). Most ads come from smart iterations, but when we need something weird, new, or disruptive, I use a custom-built randomizer in Google Sheets to spit out unexpected combos I feed into AI to generate fresh on-image copy and new directions. It keeps our queue varied, keeps our ideas sharp, and keeps us from falling into “just ship more content” mode.

Want to see what happens when you combine “gut-friendly” with “skeptics” and “money-back guarantee”? Because I’ve tested it.

Briefing System (With Brains + Ai Speed)

I built an AI briefing prompt that I plug into each week. It’s a reusable, copy/paste setup where I drop in the topic, ICP, angle, and performance notes from Motion (like “Cortisol is outperforming ‘stress’” or “Shorter headlines > long storytelling this week”). Then I ask the AI to generate ad copy across different formats like:

  • A punchy Us vs. Them comparison

  • A native-feeling Instagram Story version

  • A polished editorial-style carousel

  • A customer testimonial

  • A social proof ad (think: “300,000+ happy customers”)

This gets me high-volume ideation fast, but still tied to what we know is working. It also makes sure we're hitting the same winning angle across multiple design styles, which keeps our friend Andromeda happy (and gets us real learnings we can scale).

Iteration & Review Loop

I don’t just check what’s performing, I break it down by why. Every ad gets tagged by angle, format, ICP, and more with supporting AI tags layered in from tools like Motion. I build weekly creative reports in Motion that track which combos are landing (e.g. “visual testimonials + cortisol + skeptical ICP”) and which need to die. That way, we’re not guessing. We’re not relying on vibes. And we’re not wasting brain power trying to remember what worked. We’ve got the data to prove it and the system to build from it.

If we’re scaling creative, I want to know exactly what we’re scaling not just “the one that kinda looked cool.”

…And I still find time to design

Not everything gets the AI treatment, some ads are still precious, and I design those myself. But for high-volume, everyday BAU creative? I’ve built systems that let me move fast without sacrificing quality.

Non-Ai related, I’ve made over 100 Figma templates that can be grab-and-go. The team can just swap the image, tweak the color, drop in new copy, and go live. I also track what formats are hitting and work the hell out of them until they stop pulling. That alone saves hours.

Lately I’ve been using tools like HoloAI, which pumps out ~80 static ad variations a day. Are they perfect? No. Maybe 50% are usable. But the magic is that I can break the ads into layers, pull them into Figma or Photoshop, and refine from there. It’s not about replacing creative, it’s about not always starting from zero. They also let you translate to Spanish which is super fun.

For anything copy-led or fast-turnaround, Ai a game-changer. I get time back, and the work still works.