Creative strategist for 6–7 figure DTC brands
The Creative Strategist You Call When Ad Fatigue Hits.
I look at your top performing ad that stopped working, then I write 3 new hooks to beat that control.
Kelvin Paul
Hooks · Angles · Research
01 / Approach
Before you pause that winning ad, test 3 new hooks.
When a winning ad fatigues, most people turn it off before testing new hooks. That's where I come in.
01
Diagnose
Find why the ad stopped working — the hook, the angle, or the audience.
02
Dig
Mine reviews, comments and competitors for the words customers actually use.
03
Rewrite
Ship 3 new hooks built on the same proven body, so testing stays cheap.
02 / Creative library
Static ad concepts — filed by niche.
Some ads in this library are my real work under an agency while others are spec work. Asogz Foods, Black Voyage, and Hydronate are real work.
Real agency work
Asogz Foods · Black Voyage · Hydronate
Spec work
Airmoto · BarkBox · Bare Beauty
Loading concepts…
03 / Strategy breakdowns
The thinking before the creative.
Six stages behind every concept. Select one to see the question it answers and what it produces.
Stage 01
Who is buying, and what moment pushed them?
Output
Buyer profiles, trigger moments, language bank
04 / About me
I'm Kelvin Paul.
A Creative Strategist with six years of copywriting and marketing experience.
My work sits where three disciplines meet: customer psychology to understand why people buy, direct response copywriting to say it in a way that moves them, and creative strategy to turn that into ads a team can actually test.
I don't start with ideas. I start with what customers already say — then build hooks around it.