Malakai Loving

Sr. Creative Strategist · Remote only

Make the ad people choose to watch. Then make a hundred more.

I build the creative engines DTC brands scale on: ten years, $350M+ in managed spend, and a playbook that turns customer research into ads that sell, at 100+ new concepts a month.

Creative strategy · Performance creative · UGC and creator programs · Meta and Andromeda testing · Team leadership · AI workflows

Tmrw · AI video

fatty15 · Dr. Drew

McAfee · UGC

RoleSr. Creative Strategist

Experience10 years, buyer to strategist

VerticalsCPG and D2C, longevity to games

Team5–7 designers, plus strategists

NowIn-house at Tmrw

BasedRemote only · Phoenix

Resume (PDF)

See the work Download resume

AI does the pulling and first drafts. I make the calls.

I built my own AI creative system, so research that takes most teams a week takes me a morning. It does the heavy lifting. Every strategic call is still mine.

01
Voice of customer
Hear them, then group them.
AI
Pulls thousands of reviews, comments, survey answers and forum threads and codes them by theme.
Me
Clusters them into personas and picks the tension worth an ad.
"no 3pm slump""10 plus bottles on the shelf""am I paying for the celebrity?""a downgrade or an upgrade?""I feel lighter""why am I taking this many?"
24%Stack Graduate19%Value Switcher18%Doubting Loyalist8%Pill-Pile Consolidator
20,000+ data points, clustered by motivation and objection, not by age
02
Decode what wins
Start from an ad that already worked.
AI
Pulls winners from Motion and Atria and breaks down hook, angle, offer, format and pacing.
Me
Chooses the mechanic to build on, and what to change.
Decoding · Tmrw AI ad · 0:56
Hook0:00Objections0:05Setup0:18Turn0:27Proof0:31Ask0:48
Hookthe problem talks firstAngleold fixes become its alliesFormatAI animationOfferheld for the close
Every winner, ours or a competitor's, broken into the parts that can be reused
03
Map the gaps, brief the cells
Variety on purpose, not by accident.
AI
Drafts briefs, scripts and storyboards in the brand's voice and checks every claim.
Me
Picks the empty cells, rewrites, directs creators and approves.
UnawareProblemSolutionProductMost awareStack GraduatebriefValue SwitcherbriefDoubting LoyalistbriefPill-Pilebrief
WinningCoveredNext brief
Persona × awareness stage, then angle and format. New briefs go into the empty cells. Illustrative
04
Read, cut, scale
The numbers decide what lives.
AI
Reads hook rate, hold rate and CPA daily and flags fatigue early.
Me
Makes the call: cut, scale or iterate, and briefs the next round.
AdSpend to thresholdCall
AI villainScale
Pantry shelfIterate
Doctor podcastToo early
Ingredient listCut
Founder storyToo early
Early read at 72 hours. A winner is called once it clears the spend threshold against the CPA goal; iterations from around week 5. Illustrative

A person reviews every output before it ships, and every claim gets a compliance check.

What I use each tool for

ClaudeThe hands: builds my tools, runs my agents and workflows, and drafts the briefs and scripts I direct
GeminiWatches the video: breaks ads down shot by shot for hook, pacing and format, plus social sentiment and first-draft copy
ChatGPTImage generation for mockups and ad concepts, clustering customer data into themes, and a second opinion on hooks and angles
Motion, Atria and ForeplayWhich ads win and why, competitor libraries and swipe files for teardowns
Higgsfield, OpenArt, ComfyUIAI video and image ads
DaVinci Resolve and CapCutEditing and cut-downs
Triple Whale and NorthbeamAttribution and revenue reads
ClickUp, Asana and MondayBriefs, production boards and approvals
n8n and SlackAutomating the hand-offs nobody should do by hand

Brands I've made creative for

McAfee

The Walking DeadBehemothSisu Clinic Tmrw

McAfee

The Walking DeadBehemothSisu Clinic

$1M+Tmrw revenue in its first 90 days

100+New ad concepts shipped every month

70%Lower CPA on $3M+ of McAfee creative spend

$350M+Managed paid social over ten years

Volume only works when the ads are actually different.

10 versions of 1 ideaMeta sees one choice

1×

10 genuinely different adsAngles, personas, stages, formats

10×

Precision mode35%win rate · ~50 concepts a month, several clients

Volume mode100+unique a month · ~20% win rate on net-new and big-swing tests

Hit rates run lower on top-of-funnel work. Most of the Tmrw testing is TOF, aimed at cold audiences who have never heard of the brand.

Ten years, from media buying to making the ads.

Media buyer
Performance strategist
Creative strategist

A psychology degree with a media buyer's instincts. I spent ten years on both sides of the ad, buying it and then making it, so I brief from persona, awareness stage and objection, and I'm judged on CAC and margin, not thumb-stops.

2026 – nowTmrwSr. Creative Strategist · In-house

In-house on a DTC longevity drink sold in eight markets, with broad authority over what gets made, tested, scaled and cut. I also ran creative for a sister supplement brand through September 2026.

Launched a 24-concept campaign across four markets; purchases up 526% as spend scaled 8.5x
Directly attributed $1M+ in revenue in the first 90 days after launch
100+ unique creatives a month, with net-new and iterations tracked separately
Worked with the expert and physician science board: whitelisting scripts, one-page shoot briefs and UGC scripts

drinktmrw.com

2023 – 2025Unfold / Modern FormulaSenior Creative Strategist · Agency

Agency side, leading creative strategy for household names and DTC brands, and the agency's AI initiative for creative and reporting.

McAfee: 70% lower CPA on $3M+ in creative spend; the lead concept ran 320+ days and earned five renewals, including CTV
Skin Plus Beauty: profit margins from 15% to 28%. Euphree: 8x spend-to-revenue
Entertainment: Abbott Elementary, Game of Thrones Mobile (50 concepts in two months) and Amazon Music Live with Shaboozey
Led the AI initiative; concept-to-asset time from 14 days to 48 hours
Wrote the Direct Response Creative Playbook used company-wide; 75% first-pass approval

unfoldagency.com

2023 – 2025First MediaSenior Paid Media Buyer, then Creative Strategist · In-house, affiliate marketing

An affiliate-model performance company with creative and production in-house, not a client agency. I joined as a senior buyer on the largest accounts, then moved into creative strategy.

$20M+ a month across 20+ DTC brands, $300M+ in total ad spend
Factor 75: $10M+ a month at 28% margins, 40% above goal. HelloFresh: $3M a month at 30%
Held 25 to 30% margins against a 15 to 18% portfolio benchmark
Pets Table, as creative strategist: $0 to $400K a month in 10 months, with 75+ evergreen UGC ads

first.media

2022 – 2023Common Thread CollectiveSenior Digital Buyer & Creative Strategist · Agency

Agency side on a portfolio of DTC ecommerce brands, buying media and building the creative strategy practice from scratch.

Waterdrop: $2M a month, hitting every KPI
Guava Family BFCM: $1.5K to $44K a day in 22 days
Rambo eBikes: hit the required 10x ROAS
Quarterly creative readouts and testing roadmaps for brand leadership

commonthreadco.com

EducationBA PsychologyConsumer behavior · Menlo College

Meta Blueprint (Advanced) · TikTok Business · Snapchat Creative Optimization · Google Analytics 4

Download the full resume (PDF)

The shelf behind it

InfluenceRobert CialdiniAuthority, social proof, scarcity
Thinking, Fast and SlowDaniel KahnemanLoss aversion, framing, anchoring
Breakthrough AdvertisingEugene SchwartzAwareness stages
AlchemyRory SutherlandPerceived value
ContagiousJonah BergerIdentity and sharing
How Brands GrowByron SharpDistinctiveness and reach

The principle behind the ad, in plain words.

Consumer behavior is what I studied. In the work it is a method: hear the customer, cluster them, then match each group to the principle that moves them.

01Voice of customer
20,000+ reviews, comments, survey answers and forum threads, kept in the customer's own words.
02Clustering
Grouped by motivation and objection, not age, into six personas, each with its share of buyers.
03Messaging
Each persona gets its own principle, angle and awareness stage, so every brief knows who it is talking to.

PersonaPrincipleWhat they're thinkingExample ad line

Stack Graduate24% of buyersIdentityIs this a downgrade or an upgrade?"I didn't downgrade. I just stopped needing nine tins."One drink instead of a tin collection

Value Switcher19% of buyersAnchoringAm I paying for the celebrity?"Put the labels side by side. You'll see what you're paying for."A side-by-side he can check himself

Doubting Loyalist18% of buyersLoss aversionChanging is a risk when I've been happy."I almost didn't switch. Now I wish I had sooner."An upgrade she can explain to herself

Pill-Pile Consolidator8% of buyersEffort and simplicityWhy am I taking this many?"18 pills every morning. Now it's one scoop."18 pills down to one scoop

Tmrw · from the persona research

Loss aversion

People hate losing more than they like winning.

Back in Stock played on the fear of missing out a second time.

2.77 ROAS

Authority

A doctor's line beats a brand's claim.

Expert-led video with Dr. Mark Hyman and Dr. Drew.

$100K+ per ad

Framing

The same ad, framed with the right offer.

Paired with an offer, the same creative jumped in return.

0.29 → 2.59

Social proof

Their words beat our promises.

Buyers tuned out podcast-style claims, so ads led with real customers.

Reviews first

Anchoring

Price it against what it replaces.

Cost per day, set next to the pile of bottles on the shelf.

Per day, not per month

Risk reversal

Remove the fear of getting stuck.

Cancelling is the category's top complaint, so "cancel anytime" sits by the button.

#1 objection

Novelty

New beats better, until it doesn't.

Why volume has to be genuinely different, not ten versions of one idea.

100+ a month

Identity

People buy what fits who they already are.

The Stack Graduate: "Is this a downgrade or an upgrade?"

6 personas

Emotion

Owners weren't buying food. They were buying time.

Pets Table's creative led with a 15-year-old dog named Pepper.

$0 → $400K/mo

Multiple verticals. A winning playbook.

CPG and D2CLongevity and supplementsWellness and recovery devicesSkincare and aestheticsFood and petConsumer techEntertainment and games

Tmrw · Longevity · 2026 · drinktmrw.com

Built a longevity brand's ad engine. $1M+ in direct revenue from my ads.

I took the library from one live concept to 24 across four markets in a single month, while the product was still on pre-order, and turned buyers into regulars.

$1M+Direct revenue from ads I made

100sAd variants live at once, across 5 markets, for mass testing

24Live concepts in the first month, up from one

Stop selling the science. Sell the afternoon.

Buyers never say NAD+ or healthspan. They say "no 3pm slump" and "10 plus bottles on the shelf". The ads moved into their words, and each market got its own: "knackered" in the UK, "per serve" in Australia.

Hundreds of variants, running globally

5 markets

AU

NZ

US

CA

UK

Every market got its own angles and offers, not one creative set translated. Each dot stands for live variants; illustrative density, not a count.

Winners in every customer segment

NZ$185K+ in spend

Concepts I made myself, each scaled past NZ$10K, across four customer segments. The account never leaned on a single hero ad.

Health-Conscious Longevity

Tmrw 2.0 is hereNZ$52K
What's new in 2.0NZ$13K

Educational

What's inside is workingNZ$46K
One connected system, Dr. Clay MossNZ$21K

Proactive Longevity

Most greens weren't builtNZ$23K
The Longevity MocktailNZ$14K

Athletes and Health

Nothing to HideNZ$16K

Source: Atria, Tmrw Meta account, April to November 2026. Spend summed per concept across markets.

Research behind it

20,000+data points mined

Post-purchase surveysCustomer reviewsBrand commentsScraped competitor reviewsRetailer reviews

Persona 01 of 6

The Stack Graduate

Who: 45–64, mostly women, already taking NMN and TMG.
Inner voice: "Is this a downgrade or an upgrade?"
Brief it as: One drink and one subscription instead of a tin collection.

Persona 02 of 6

The Doubting Loyalist

Who: Switching from AgeMate. Mostly women, 55–64, takes one to three months to decide.
Inner voice: "Changing is a risk when I've been otherwise happy."
Brief it as: More in one drink, made in New Zealand, NSF Certified: an upgrade she can explain to herself.

Persona 03 of 6

The Value Switcher

Who: Switching from AG1 or IM8. Mostly men, the youngest group, buys fast.
Inner voice: "Am I paying for the celebrity?"
Brief it as: A side-by-side comparison he can check himself.

Persona 04 of 6

The Pill-Pile Consolidator

Who: Any age, any gender, tired of counting tablets.
Inner voice: "Why am I taking this many?"
Brief it as: One scoop instead of a handful. Their own numbers: 18 pills down to zero.

Persona 05 of 6

Not Slowing Down

Who: 55–64, mostly women, general wellness first.
Inner voice: "Another night."
Brief it as: Energy for the life they already have. Sleep as a result, not a promise.

Persona 06 of 6

Keeping Up

Who: 65 and over, buying for themselves and family.
Inner voice: "I don't want another tablet."
Brief it as: One daily drink, plus plain subscription facts: pause or cancel anytime.

1 / 6

"Didn't want to pay for 2 subscriptions."
Customer review · the swap beat, coded across the corpus

From the research doc

What customers say	Instead of our jargon
"no 3pm slump", "hit a wall"	sustained cellular energy
"bloating completely gone", "I feel lighter"	microbiome support
"my brain is just sludge"	cognitive function
"10 plus bottles clogging the pantry shelf"	replaces 20+ supplements
"I feel like a different person"	optimise your wellbeing
"one scoop", "everything in one"	all-in-one longevity system

Cut from ads entirely: NAD+, mitochondria, healthspan, protocol, biohack. Their most-used phrase isn't always the best hook; the fresher lines were "running at 25%" and "everything felt like a massive effort".

To feel like myself again, the version of me before 40 crept up
To get through the afternoon without a third coffee
To keep up with work, the kids, the grandkids
Simplicity: one scoop instead of ten bottles
Proof it's working, not "expensive wee"

Ranked by how strongly they pull. Ads open on 1 and 2; the product proves 4 and 5.

"Is it just expensive wee?"Show something people can feel, in their own words

"I'm paying for their podcast ads."Real customers, not bigger promises

"Will I get stuck in a subscription?""Cancel anytime, in two clicks" beside the button, and make it true

"Blue? That has to be artificial."Blue spirulina, no artificial colours or flavours

"Will it upset my stomach?"Lead with "a lot easier on the stomach" reviews

"I could just eat more vegetables."The vitamins and minerals most diets miss

USA"running on coffee", "afternoon crash"Lead with: Cost per day against the pile of bottles

UK"permanently knackered", "my brain is just sludge"Lead with: A plain, try-it-for-a-month offer

Australia"expensive urine", "per serve"Lead with: The per-serve sum

New Zealand"supps", "down the drain"Lead with: Made here, and the cupboard clear-out

Canada"no 3pm slump"Lead with: The full label, every dose shown

Same product, five briefs. Angle and offer are set per market, in each market's own words.

More Tmrw ads · tap one to play it above

McAfee · Security software · mcafee.com

Nobody fears viruses. They fear being embarrassed.

CPAs were above $350 and antivirus felt irrelevant. I owned the creative strategy that found the fear that actually sells it. Acquisition costs fell 70%.

70%Lower CPA on $3M+ of creative spend

$20M+Client revenue

5Renewals, including connected TV

10,000+ data points, one fear.

Reddit, reviews and social conversation all pointed the same way: old photos, cringe posts and forgotten accounts. Digital embarrassment, not hackers.

What I owned on McAfee

Strategy and proposal

Owned the creative strategy and pitched it to the client, from insight to concept proposal.

Scripts and storyboards

Wrote the scripts and storyboarded every concept before production.

UGC planning

Planned the UGC, ran the creator meetings and briefed each shoot.

Approvals and QA

Ran client approvals, QA'd designers' work and requested every round of changes.

Research behind it

10,000+ data pointsReddit threadsApp and product reviewsSocial conversation

Embarrassment Avoiders

Worried about old posts, not hackers.

Privacy Paranoids

Want control over who sees what.

Digital Minimalists

Want fewer accounts, not more tools.

Cost per acquisition

−70%

Before

$350+

After

−70%

How long the lead concept kept working

320+ days

Lead concept

320+ days

The lead concept held a 47% lower CPA for its whole run.

fatty15 · Longevity supplement · fatty15.com

$100K+ per ad concept, in three months or less.

Scripts, edits, the iteration loop and the media buying, run as one system while the account scaled from $20K to $70K a day.

$100K+Spend per expert ad concept, within 3 months

$70KA day, scaled from $20K

$3.5MMonthly budget at scale

What I owned on fatty15

Scripts

Wrote the scripts behind the expert and UGC concepts.

Cut-downs

Re-edited Dr. Mark Hyman and Dr. Drew podcast footage into short-form ads, hook first. The brand asked for my edits ahead of other editors'.

Iteration loop

A direct loop with the brand's internal team, turning each week's read into the next round of iterations.

Media buying

Hands-on buying: restructured the account, scaled spend and cut losers early.

Weekly Meta spend, April to August 2026

$213K → $536K a week

$213KApr 13

$246KApr 20

$276KApr 27

$331KMay 4

$462KMay 11

$476KMay 18

$344KJun 1

$299KJun 8

$326KJun 22

$407KJun 29

$493KJul 6

$536KJul 13

$432KJul 20

$489KJul 27

$463KAug 3

$483KAug 10

From the weekly performance reviews. The week of Apr 20 (orange) is when my Dr. Drew Kitchen cut broke out: $2.6K to $65.3K in a week, the #1 ad in the account at about 27% of spend. Weeks without a spend total in the review are left out.

Pets Table · Pet food

Zero to $400K a month, built on a dog named Pepper.

I concepted, scripted, directed and ran the ads, then steered the iterations, taking a new pet food brand from zero against The Farmer's Dog and Ollie.

$400KA month, from zero

10Months to get there

3Profitable from month three

What I owned on Pets Table

Concepted

Found the angle: owners buying more years with their dog, not ingredients. Built the concepts around Pepper, a 15-year-old dog.

Scripted

VSL and UGC scripts, hooks written first.

Directed

Directed creators and B-roll across 75+ evergreen UGC ads.

Ran the ads

Bought the media myself, read the results and suggested the iterations that kept winners going to $400K a month.

Skin Plus Beauty · Premium skincare

Nearly doubled profit margins, from 15% to 28%.

Problem-first creative for the buyer who already knew her problem.

28%Profit margin, up from 15%

3.2xReturn on ad spend

$80KRevenue, on about $25K in spend

Profit margin

15%Before

28%After

+13 points: nearly 1.9x the margin on every sale.

Every $1 in, $3.20 back

Spend

$25K

Revenue

$80K

Problem-first angles, by treatment

Baby BotoxBBL CoolPeelEmsculpt NEOLip filler

Also builtThe landing page

The page the ads send to, built to keep the promise the ad made.

See the page

Entertainment, gaming, wellness and more

The Walking DeadBehemoth Dark and Darker

Sisu Clinic Euphree

Including 50 concepts in a two-month sprint for Game of Thrones: Dragonfire across Tier 2 and Tier 3 international markets.

Game of Thrones: Dragonfire HigherDose ad

HigherDose Skydance: Behemoth ad

Skydance: Behemoth Magic Spoon ad

Magic Spoon Game of Thrones: Dragonfire ad

Game of Thrones: Dragonfire Euphree ad

Euphree

Dark & Darker HigherDose ad

HigherDose Rumble Club ad

Rumble Club Manna Vitality ad

Manna Vitality Game of Thrones: Dragonfire ad

Game of Thrones: Dragonfire Magic Spoon ad

Magic Spoon Skydance: Behemoth ad

Skydance: Behemoth HigherDose ad

HigherDose Euphree ad

Euphree

Game of Thrones: Dragonfire Skydance: Behemoth ad

Skydance: Behemoth HigherDose ad

HigherDose Rumble Club ad

Rumble Club HigherDose ad

HigherDose Game of Thrones: Dragonfire ad

Game of Thrones: Dragonfire HigherDose ad

HigherDose Skydance: Behemoth ad

Skydance: Behemoth Magic Spoon ad

Magic Spoon Game of Thrones: Dragonfire ad

Game of Thrones: Dragonfire Euphree ad

Euphree

Dark & Darker HigherDose ad

HigherDose Rumble Club ad

Rumble Club Manna Vitality ad

Manna Vitality Game of Thrones: Dragonfire ad

Game of Thrones: Dragonfire Magic Spoon ad

Magic Spoon Skydance: Behemoth ad

Skydance: Behemoth HigherDose ad

HigherDose Euphree ad

Euphree

Game of Thrones: Dragonfire Skydance: Behemoth ad

Skydance: Behemoth HigherDose ad

HigherDose Rumble Club ad

Rumble Club HigherDose ad

HigherDose

Every brief starts from an ad that already worked.

1 · MineReviews, comments and competitors' longest-running ads. Customer words become hooks.

2 · Tear downWinners pulled apart in Motion and Atria: hook, angle, offer, format, pacing.

3 · Brief the matrixNew concepts on proven mechanics, planned so nothing repeats.

4 · Read and cutHook rate, hold rate and CPA decide. Losing spend gets cut early.

5 · CompoundWinners become iterations. Learnings go back into the playbook.

A testing roadmap, not a brief queue.

Every account I run follows the same 90-day rhythm, so testing compounds instead of resetting every month.

Month 1Month 2Month 3

Research and teardown

Brief the matrix: net-new wave

Launch gate and first read

Cut losers, scale winners

Compound: iterations on winners

Early read, winners iterated from week 5

Launch gate

No concept is judged until it has had enough spend to produce a decision.

Signal rule

Early signals get flagged at 72 hours. An ad is called a winner once it clears the spend threshold against the CPA goal, and iterations start around week 5. Losing spend gets cut, not defended.

Mix rule

Net-new and iterations are tracked apart, so variety is planned, not accidental.

Briefs a designer can build without a call.

Brief · UGC · 0:30Sample, redacted

"Three weeks in"

Persona: The Stack Graduate, problem aware
Tension: "Is this a downgrade or an upgrade?"
Hook options: 3 openings, first three seconds scripted
Proof: Real review language, one expert line
Format: 9:16 and 4:5 · captions on · no OST claims
Read: Hook rate and hold rate after the launch gate

Brief · Static · 4x5Sample, redacted

"Back in Stock"

Persona: Pre-order waiters, product aware
Tension: "When do I actually get it?"
Headline: Availability first, offer second
Visual: Product hero, ship date as the focal point
Variants: 3 headlines × 2 layouts
Read: CPA against account average

Brief · Expert · 0:45Sample, redacted

Podcast cut-down

Source: Long-form interview, timecodes marked
Hook: The doctor's strongest line, moved to 0:00
Structure: Claim, mechanism, proof, product
Edit notes: Punch-ins on key words, B-roll on mechanism
Compliance: Every claim checked before export
Read: Spend velocity and CAC band

Teardown · AI video · 0:56 · Tmrw

The villain pitches against itself.

An AI-animated ad where the problem does the talking. Here is how it is built, beat by beat.

0:00 · HookThe problem talks first.
I'm the toxic backlog making you feel heavy and sluggish. Then an open loop: three ways you protect me.
0:05 · ObjectionsHer old fixes become its allies.
Liquid fasts and detox pills, the things she has already tried, are framed as helping the villain. No competitor named.
0:18 · SetupPoint at the real target.
Keep ignoring your liver. The ad names the mechanism before the product ever shows up.
0:27 · TurnThe enemy of the enemy.
The one daily habit that ruins my entire operation. Tmrw enters as the thing the villain fears.
0:31 · Proof and askIngredients, then one ask.
Milk thistle, artichoke leaf and L-glutathione for the liver, in "support" language. Close: stop the extreme cleanses, try Tmrw.

Why it works

A talking villain is a pattern break in a feed of faces
Reverse psychology turns a listicle into an open loop
Past failures are handled without attacking anyone

What I'd test next

New villains: the afternoon crash, the bloated belly
A 30-second cut that keeps one ally, not three
Three hook lines on the same body

Download a full sample brief (PDF)Download a sample teardown (PDF)

I lead the team that makes the ads.

Strategy only scales if the team can execute it. I lead the designers, editors and strategists who make the work, and build the systems that make them faster.

5–7Designers I work with directly

3xFewer revisions with my briefing system

40%Faster video edit production

75%First-pass approval on creative QA

Designers and editors. Daily direction for 5–7 designers, plus editors and freelance creators.
Creative strategists. I train and manage strategists on briefing, teardowns and reading results.
Partnerships. I work with the partnership team on creator and expert whitelisting.
Media buyers. Trained media buyers at Unfold and First Media to write copy tests and give feedback an editor can act on.

Briefing in two weeks. Compounding by day 90.

Days 1–14 · Onboard and mine

First briefs out by week two

Access, tracking and naming set up with media buying
Account and creative audit: what's winning, what's fatigued, what's missing
Persona map and teardown of your top winners and competitors' long-runners
First net-new briefs in designers' hands by day 14, depending on access

Days 15–45 · Test and read

First reads, then iterations from week 5

First waves live across angles, personas and formats
Early reads at 72 hours; an ad is only called a winner once it clears the spend threshold against the CPA goal
Iterating on winners from around week 5, depending on how long each ad has been in the account
Briefing system and launch gates running for the whole team

Days 46–90 · Scale and compound

Winners scaled, playbook written

Winners scaled into new formats, markets and personas
Next quarter's testing roadmap
A playbook the team can run without me in the room

What it's like to work with me.

"Top 1%. He combines creative strategy with expert media buying experience. Most creatives don't have that data insight, or hands-on-keyboard testing experience. He's the type researching platform updates at midnight. High output and quality."

Nicki B.Growth Manager, Unfold · worked together at Unfold and Common Thread

"Very diverse creative strategist with innovative ways to concept big swings. A joy to have."

NatashaHead of Creative, Tmrw and Simply Nootropics

"Malakai is a great teammate who is super helpful with providing resources and assistance for concepting. I love his unique approach to creating ads."

AliSr. Creative Strategist, Tmrw

"Very strong with AI implementation and creative direction."

IanOwner, ATTN Labs

Whatever format the account needs next.

UGC and creatorTmrw · Pets Table

Expert and physicianfatty15 · Tmrw

Podcast cut-downsfatty15

FounderTmrw

Offer-led staticsTmrw · Skin Plus Beauty

AI video and imagesTmrw

Animated and memeTmrw

Sung story adsTmrw

Long-form and VSLPets Table

Gameplay and trailersGame of Thrones · Rumble Club

Hiring a senior creative strategist?

Let's talk about what your next 90 days of creative could look like.

MalakaiLoving@gmail.comLinkedIn Download resume (PDF)Book a 20-minute call

Voice of customer

Decode what wins

Map the gaps, brief the cells

Read, cut, scale

People hate losing more than they like winning.

A doctor's line beats a brand's claim.

The same ad, framed with the right offer.

Their words beat our promises.

Price it against what it replaces.

Remove the fear of getting stuck.

New beats better, until it doesn't.

People buy what fits who they already are.

Owners weren't buying food. They were buying time.

Stop selling the science. Sell the afternoon.

Hundreds of variants, running globally

Winners in every customer segment

The Stack Graduate

The Doubting Loyalist

The Value Switcher

The Pill-Pile Consolidator

Not Slowing Down

Keeping Up

10,000+ data points, one fear.

Embarrassment Avoiders

Privacy Paranoids

Digital Minimalists

Cost per acquisition

How long the lead concept kept working

Weekly Meta spend, April to August 2026

Profit margin

Every $1 in, $3.20 back

"Three weeks in"

"Back in Stock"

Podcast cut-down

First briefs out by week two

First reads, then iterations from week 5

Winners scaled, playbook written