Journal

Notes on creative strategy, creator partnerships and paid media.

May 2026

The creative testing loop that actually scales

Most brands test variants. Few test hypotheses. Here's the batching framework we run for every account.

April 2026

Whitelisting is a production problem, not a media one

If your creator assets can't be cut into six placements on day one, your CPM was decided at the shoot.

March 2026

One shoot day, ninety assets

How we plan a production schedule backwards from the media plan.