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How It Works

FAQ

Get Started

CREATIVE STRATEGY FOR DTC BRANDS

Break the creative bottleneck
holding back your scale.

A strategy-first, AI-powered creative system built to find winners faster and scale what works.

Book a Discovery Call

See the Work

HELLOBioligentLegacy PurePavra

CREATIVE STRATEGY FOR DTC BRANDS

Break the creative bottleneck
holding back your scale.

A strategy-first, AI-powered creative system built to find winners faster and scale what works.

Book a Discovery Call

See the Work

HELLOBioligentLegacy PurePavra

CREATIVE STRATEGY FOR DTC BRANDS

Break the creative bottleneck holding back your scale.

A strategy-first, AI-powered creative system built to find winners faster and scale what works.

Book a Discovery Call

See the Work

HELLOBioligentLegacy PurePavra

PAIN POINTS

SOUND FAMILIAR?

Your creative process is the bottleneck to your next level of scale.

Your creative process is the bottleneck to your next level of scale.

Your creative process is the bottleneck to your
next level of scale.

These are the problems that keep DTC brands stuck — and exactly what I solve.

Throwing creative at the wall

Throwing creative at the wall

You’re launching ads without a system behind them. No research framework, no angle mapping, no iteration process. Some ads hit, most don’t, and you can’t explain why either way.

Winners die and nothing replaces them

Winners die and nothing replaces them

You find an ad that scales — then watch it fatigue with no plan to extend the win. No feedback loop connecting performance data back to new concepts. Every batch starts from zero.

You’ve hired ‘creative people’ who can’t think like marketers.

You’ve hired ‘creative people’ who can’t think like marketers.

Pretty ads that don’t convert. Freelancers who can’t read a dashboard. Agencies that send you 20 concepts but can’t tell you which desire each one targets or why.

Get Started

WHAT SETS THIS APART

This isn’t freelance creative.
It’s a system that scales.

This isn’t
freelance creative.
It’s a system that scales.

This isn’t
freelance creative.
It’s a system that scales.

AI-Powered
Creative Production

I use AI to generate performance-ready assets at a speed and volume that a traditional team can’t match. Not generic AI slop. Trained, prompted, and refined against what’s actually converting in your account.

Built on Systems,
Not Guesswork

Every ad traces back to a researched desire, a mapped angle, and a tested framework. When something wins, I know why, and I can replicate it. When something loses, the system tells us what to try next.

Feedback Loop
That Compounds

Every performance cycle feeds the next one. I analyze what’s spending, diagnose what’s not, and turn those insights into the next batch of briefs. Your creative gets sharper with every iteration, not more random.

CASE STUDIES

Systems win. Here’s the proof.

Systems win. Here’s the proof.

Systems win.
Here’s the proof.

HELLO |
$100K Sales From AI Videos

On an Account Where Video Formats Never Worked

$100K+
Attributed Sales
~36.9%
Avg. Hook Rate
+14%
Above Target ROAS
The Challenge

This was a historically static-heavy Meta account. In July alone, we spent $795K on ads, with the majority of scale coming from static creatives.

Video had rarely been a meaningful growth lever due to several reasons:

  • Harder to produce
  • More expensive to iterate
  • Previous tests struggled to compete with our static winners

Starting in May, we began integrating fully AI-produced video ads into the creative mix. The goal wasn’t to replace statics — it was to use what we already knew worked, and translate those learnings into video formats built for how people consume ads on Meta today.

Specifically, we identified the angles, avatars, hooks and visual concepts already driving results, then adapted them into best-performing video formats across Meta.

The Result

Since introducing AI video into the account, it drove:

  • $100K+ in attributed sales
  • ~36.9% average hook rate
  • Profitable at 14% above target ROAS

All from relatively low-cost, scalable production.

For an account that historically scaled almost entirely through static ads, the biggest win wasn’t simply generating $100K from AI video.

It was proving that video could become a profitable new creative lever when we stopped treating it as a separate production problem and started treating it as an extension of what our performance data was already telling us.

HELLO - $100K Sales From AI Videos: Meta Ads Manager results showing $112,309.65 in purchase conversion value and a 36.95% average hook rate across 61 ads
HELLO $100K AI Videos -- Mesh-Promo Vid v2
HELLO $100K AI Videos -- 75 - Ice 5 v1
HELLO $100K AI Videos -- 75 - Mesh 1 v1
HELLO $100K AI Videos -- 74 - Mesh Promo 1 v2

The “Ugly Ad” | $1.6M+ and Counting

The “Ugly Ad”
$1.6M+ and
Counting

$956K in year one. Another $670K+ in year two.
One static ad.

$956K in year one. Another $670K+ in year two.
One static ad.

The design wasn’t what made this ad a winner. If anything, it breaks a lot of the rules people associate with “great creative.”

It’s product-heavy. Feature-heavy. Visually simple. The layout feels more like an ecommerce product card than a polished campaign.

But the message at the top changes everything.

“Your Balls On Ice” takes an abstract product feature (i.e. cooling underwear) and turns it into an immediate sensory promise.

Also, “balls” breaks the expected language of the category: blunt, intimate, and just inappropriate enough to interrupt the scroll. “On ice” pushes a generic benefit like “cooling” into an extreme you can instantly visualize and almost feel.

Together, they turn a product feature into a visceral outcome.

Then the rest of the ad works as proof.

  • Adaptive cooling fabric explains the mechanism.
  • Moisture management reinforces the use case.
  • Barely-there feel adds a second desirable outcome.

That combination gave the customer both sides of the argument: a reason to want it and reasons to believe it.

The result: $956K in sales in year one, followed by another $670K+ from the same creative this year.

$1.6M+ in sales from a static that never needed to look expensive to sell an expensive amount of product.

The “Ugly Ad” year-two results: Meta Ads Manager showing $612,764.90 and $64,841.93 in purchase conversion value across two ad variants
The “Ugly Ad” year-two results: Meta Ads Manager showing $612,764.90 and $64,841.93 in purchase conversion value across two ad variants

The “Ugly Ad” | $1.6M+ and Counting

$956K in year one. Another $670K+ in year two. One static ad.

The “Ugly Ad” creative: ‘Your Balls On Ice’ Meta ad featuring HELLO cooling underwearYear-one Meta Ads Manager results: $956,378.21 in purchase conversion valueYear-two Meta Ads Manager results showing $612,764.90 and $64,841.93 in purchase conversion value across two ad variants

The design wasn’t what made this ad a winner. If anything, it breaks a lot of the rules people associate with “great creative.”

It’s product-heavy. Feature-heavy. Visually simple. The layout feels more like an ecommerce product card than a polished campaign.

But the message at the top changes everything.

“Your Balls On Ice” takes an abstract product feature (i.e. cooling underwear) and turns it into an immediate sensory promise.

Also, “balls” breaks the expected language of the category: blunt, intimate, and just inappropriate enough to interrupt the scroll. “On ice” pushes a generic benefit like “cooling” into an extreme you can instantly visualize and almost feel.

Together, they turn a product feature into a visceral outcome.

Then the rest of the ad works as proof.

  • Adaptive cooling fabric explains the mechanism.
  • Moisture management reinforces the use case.
  • Barely-there feel adds a second desirable outcome.

That combination gave the customer both sides of the argument: a reason to want it and reasons to believe it.

The result: $956K in sales in year one, followed by another $670K+ from the same creative this year.

$1.6M+ in sales from a static that never needed to look expensive to sell an expensive amount of product.

Pavra Recovery |
Building a 20*-Video/Week Creative Engine

UP TO 20
Unique AI-Assisted Videos / Week
2×
Production Pace
MULTIPLE
Video Creative Styles

The goal with Pavra wasn’t simply to increase creative output.

It was to build a system where every new batch of video ads became smarter because of the batch before it.

We doubled Pavra’s creative production pace, reaching up to 20 unique videos per week (18 on average), while leveraging multiple validated creative styles including, but not limited to, Narrator VO, Podcast, Founder Content, UGC, and Animation formats.

Weekly, performance was evaluated across:

That gave us a much more actionable feedback loop than simply identifying individual winning ads.

Instead of constantly starting from zero, we could double down on winning variables and build new combinations around them.

Additionally, rather than relying on the category mechanism alone, we pushed creative toward Stage 4 market sophistication — focusing on unique product mechanisms and more specific explanations connecting our offer to the customer’s problem.

The system combined creative volume + structured iteration + market sophistication, allowing Pavra to produce more video without turning production into a content treadmill.

Pavra Recovery -- Narrator VO video 1
Pavra Recovery -- Narrator VO video 2
Pavra Recovery -- Narrator VO video 3
Pavra Recovery -- Narrator VO video 4

HELLO | AI-Powered Creative at Scale

HELLO
AI-Powered
Creative at Scale

Scaled Meta spend from $85K/mo to $10K/DAY in 60 days

Scaled Meta spend from
$85K/mo to $10K/DAY in 60 days

Weekly batches, 100% AI-generated assets — no stock, no studio.

15–20 concepts shipped every week.

Full creative system owned end-to-end. Every batch informed by the prior week's feedback loop.

*Client's Target Profitable ROAS: 1.6x

Before
HELLO Underwear Meta campaign performance before AI-powered creative
After
HELLO Underwear Meta campaign performance after AI-powered creative
Results
HELLO Underwear Meta Ads Manager campaign results

Bioligent | 66% CPA Reduction in 30 Days

Bioligent
66% CPA Reduction
in 30 Days

$104 CPA → $35 CPA. First month.

$104 CPA → $35 CPA.
First month.

Bioligent had been running ads for their Black Seed Oil for six months at a $104 average CPA.

Within the first 30 days of working together, that dropped to $35 — a 66% reduction.

Same product. Same offer. Different creative strategy.

The difference was the research. Deep market immersion, mapped desires, and ads built to speak to what buyers were already feeling, not what the brand assumed they wanted to hear.

  • Bioligent portfolio video
  • Bioligent portfolio video
  • Bioligent portfolio video
  • Bioligent portfolio video
  • Bioligent portfolio video
  • Bioligent portfolio video

WHAT YOU GET

Built for founders who move fast and expect results.

Built for founders who
move fast and expect results.

Built for founders
who move fast and
expect results.

Full-Stack Creative

Strategy, briefs, AI assets, copy, and performance analysis. One person. One system.

Full-Stack Creative

Strategy, briefs, AI assets, copy, and performance analysis. One person. One system.

The Feedback Loop

Every batch builds on real data. What’s spending, what’s not, and why: fed directly into the next round of creative.

The Feedback Loop

Every batch builds on real data. What’s spending, what’s not, and why: fed directly into the next round of creative.

AI Speed, Human Strategy

AI assists production at scale. I handle the thinking = the decisions that make the creative work.

AI Speed, Human Strategy

AI assists production at scale. I handle the thinking = the decisions that make the creative work.

AI Speed, Human Strategy

We'll make edits until you're 100% happy with the result.

Flexible Cadence

Weekly, bi-weekly, or custom delivery cycles matched to your spend and testing velocity. The system adapts to you.

Flexible Cadence

Weekly, bi-weekly, or custom delivery cycles matched to your spend and testing velocity. The system adapts to you.

Market Research · Creative Strategy · Ad Briefs · AI Assets · Post Copy · Performance Feedback Loop · Client Reports

Market Research
AI Assets
Ad Briefs
Creative Strategy

Deliverables

Post Copy
Client Reports
Performance Feedback Loop
Market Research
AI Assets
Ad Briefs
Creative Strategy

Deliverables

Post Copy
Client Reports
Performance Feedback Loop

HOW IT WORKS

Backed by a creative system built to find winners and scale them.

Backed by a creative system built to find winners and scale them.

Backed by a creative system built to find winners and scale them.

No long-term lock-in. No guesswork.
Just a proven process that compounds results.

Step 1: Discovery Call

We talk through your brand, your numbers, what you've tested, and where creative is holding back growth. If there's a fit, we move to strategy. Book a call here.

Step 2: Strategy Walkthrough

I present the creative direction I'd recommend for your business — where I see the biggest opportunities, how I'd approach your Meta creative, and the system we'd use to move toward scale.

Step 3: Find Winners.
Scale Them.

We put the strategy to work, find what wins, and compound it. Performance data feeds the next round of angles, iterations, and concepts so your creative gets stronger as you scale.

FAQ

Frequently asked questions

FAQ

Currently somewhere in Southeast Asia. I move light and build heavy. I'm drawn to patterns before they become obvious and to systems that remove me as the bottleneck.

But strip all of that away, and I'm really just someone trying to understand people. What they desire. What moves them before they even know they're moving. I built a career on that question. It started long before the career did, and it won't end with it.

I take on a small number of brand partners at any given time. If you think about creative as a system and not a guessing game, I'm always open to connecting.

ABOUT ME

The Strategist Behind the System

The Strategist Behind the System

The Strategist
Behind the System

ABOUT ME

I'm Bern — a DTC Creative Strategist specializing in Meta advertising.

I build the creative systems that turn ad spend into scalable revenue. Strategy, research, creative development, performance analysis, and the feedback loops that connect them. Run by one person, powered by systems most teams haven't built yet.

Most creative workflows are broken. Random concepts. No research behind the angles. No feedback loop connecting performance data to the next batch. That's the gap I close.

I've worked with DTC brands across men's apparel, supplements, wellness, and skincare, building the infrastructure that lets creative decisions compound instead of reset every cycle.

Currently somewhere in Southeast Asia. I move light and build heavy. I'm drawn to patterns before they become obvious and to systems that remove me as the bottleneck.

But strip all of that away, and I'm really just someone trying to understand people. What they desire. What moves them before they even know they're moving. I built a career on that question. It started long before the career did, and it won't end with it.

I take on a small number of brand partners at any given time. If you think about creative as a system and not a guessing game, I'm always open to connecting.

I'm Bern — a DTC Creative Strategist specializing in Meta advertising.

I build the creative systems that turn ad spend into scalable revenue. Strategy, research, creative development, performance analysis, and the feedback loops that connect them. Run by one person, powered by systems most teams haven't built yet.

Most creative workflows are broken. Random concepts. No research behind the angles. No feedback loop connecting performance data to the next batch. That's the gap I close.

I've worked with DTC brands across men's apparel, supplements, wellness, and skincare, building the infrastructure that lets creative decisions compound instead of reset every cycle.

I'm Bern — a DTC Creative Strategist specializing in Meta advertising.


I build the creative systems that turn ad spend into scalable revenue.

Strategy, research, creative development, performance analysis, and the feedback loops that connect them. Run by one person, powered by systems most teams haven't built yet.


Most creative workflows are broken. Random concepts. No research behind the angles. No feedback loop connecting performance data to the next batch. That's the gap I close.


I've worked with DTC brands across men's apparel, supplements, wellness, and skincare, building the infrastructure that lets creative decisions compound instead of reset every cycle.


Currently somewhere in Southeast Asia. I move light and build heavy. I'm drawn to patterns before they become obvious and to systems that remove me as the bottleneck.


But strip all of that away, and I'm really just someone trying to understand people. What they desire. What moves them before they even know they're moving. I built a career on that question. It started long before the career did, and it won't end with it.


I take on a small number of brand partners at any given time. If you think about creative as a system and not a guessing game, I'm always open to connecting.

Ready to build the creative machine
your brand is missing?

Book a discovery call. No pitch deck, no long-term commitment — just a conversation

about your brand, your numbers, and whether this is the right fit.

Book a Discovery Call

Ready to build the creative
machine your brand is missing?

Book a discovery call. No pitch deck, no long-term commitment —

just a conversation about your brand, your numbers, and

whether this is the right fit.

Book a Discovery Call

Ready to build the creative machine
your brand is missing?

Book a discovery call. No pitch deck,

no long-term commitment — just a conversation about your brand, your numbers, and whether this is the right fit.

Book a Discovery Call

Bernadeth Cauilan
All Rights Reserved © 2026

Bernadeth Cauilan
All Rights Reserved © 2026