Il Playbook

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Case Study

Inside the IM8 growth engine: anatomy of a record-breaking launch

How IM8 — co-founded with David Beckham — became the fastest-growing supplements brand in history, and what its creative engine teaches every D2C brand.

Gary Hui · Mar 13, 2026 · 2 min di lettura

Strategia Creativa

Creative Waste Audit: Identifying and Eliminating 90% of Variations That Drain Budget Without Breaking Ceiling

Most D2C brands waste 90% of their ad spend on creative variations that never break performance ceilings. This is your systematic guide to auditing creative volume and scaling only what works.

Gary Hui · Mar 12, 2026 · 12 min di lettura

Case Study

The IM8 creative playbook: how to sell longevity

Longevity is abstract. Great health creative makes it concrete, personal, and believable. Here are the angles that work in a category like IM8's.

Gary Hui · Mar 9, 2026 · 2 min di lettura

Strategia Creativa

The One-Variable Sprint: Isolating CTA Button Radius as the Lone Testable Element Across 50 CO8 Variants to Lift CTR by 19%

Discover how isolating a single variable—CTA button radius—across 50 CO8 variants lifted CTR by 19%, proving micro-design changes drive macro performance gains.

Gary Hui · Mar 9, 2026 · 12 min di lettura

Strategia Creativa

Matrix-Bounded Compositions: Applying Fractal Camera Rules to Limit CO8 Saturation Moirés That Otherwise Fade Past the Comfort Limit

Fractal camera algorithms can create hypnotic CO8 static ads—but saturation moirés push past the comfort limit. Discover how matrix-bounded compositions lock in the perfect balance.

Gary Hui · Mar 7, 2026 · 12 min di lettura

Strategia Creativa

Color Performance Budget: Assigning Brand Intent Roles to Every Pixel in AI Ads

Every pixel costs. Color Performance Budget forces brands to assign a measurable brand-intent role to each hue in AI ads, minimizing waste and maximizing recall.

Gary Hui · Mar 7, 2026 · 13 min di lettura

Strategia Creativa

Trust is the conversion: creative for health and supplement brands

In health, skepticism is the default state. The job of creative is not to dazzle — it is to earn belief. Here is how the best brands do it.

Gary Hui · Mar 5, 2026 · 2 min di lettura

Strategia Creativa

Meta’s New Format Options in 2025: When Reels Creative Outperforms Single Images Across Saturated Audiences

Meta's 2025 format changes mean single-image ads are losing ground; discover when Reels outperform static creatives for saturated audiences.

Gary Hui · Mar 3, 2026 · 11 min di lettura

Strategia Creativa

The $1M Mistake: Why Budget Scaling Fails When Creative Output Remains Flat (And How AI Fixes It)

Scaling ad spend without scaling creative output is like pouring water into a leaky bucket. Here's why flat creative volume kills ROAS and how AI prevents the $1M mistake.

Gary Hui · Mar 2, 2026 · 11 min di lettura

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