ShaanksCreative strategy · Emma · September 2026

Creative strategy · no strings

Your words already belong to one woman. Your pictures never have.

80 of your 218 live ads read as creative, 21 videos transcribed. Three angles, five ads written in full, two of them made. No pitch. Ten minutes, on a laptop.

80 of your 218 live ads read21 videos transcribed3 angles5 ads written in full2 made

01 · What your creative communicates today

One set of words. Seventy pictures underneath.

70 of the 80 we read carry the same body copy, “When was the last time you had a good day in the bathroom?”, and 71 the title “Start Pooping Daily.” That is a winner you found and kept. It speaks to one woman: 50s or 60s, tried the fiber, the Miralax, the probiotics, still planning her day around whether she has gone.

What changes is the picture: a price, a capsule in a hand, a creator in a kitchen, two women at a mic, a diagram. The words know exactly who she is. In the 80 we read, the picture has not shown her yet: not her name, not her week, not her doctor talking.

What sits under the same words, 80 frames

a text card or graphic25 of 80
the bottle alone16 of 80
a studio or staged shot16 of 80
a phone, in a real room13 of 80
other5 of 80

55 image, 25 video. 60 of 80 launched in August 2026. Every frame opens in the Ad Library.

Six of the 70 that share one body copy

Emmaimage
A price, struck through
the bottle, capsules mid-air
Emmaimage
The bottle in a hand
studio green, no face
Emmavideo
A creator in her living room
phone, to camera, bottle up
Emmavideo
Two women at a mic
the interview format
Emmaimage
A checklist in a Notes app
five ticks, the bottle
Emmaimage
A box with a sticky note
a quote, no woman
A person19 of 80 frames show a person. A hand alone, 12 more.
A name3 of 80 frames carry a customer's name, all as text, two with a thumbnail avatar. No woman is photographed with her own name.
The days16 of 80 frames carry a line about days, weeks or a month: a promise (“in 12 weeks”, “90 days”), a quote (“one week on Emma”), or the bad days (“still counting the days between poops?”). Nobody counts the good ones, day 1 to day 7 of it working.
The doctorDr. Gina Sam is in the body copy of 76 of 80. On the image, 1, in small type. Named in at least 5 of 21 videos, spoken in 2. On camera in 2 of 21: the same three-second cutaway, once close, once wide with a second doctor at the table. You never hear her; the narrator talks over her. She is never the lead.
The belly“Look 5 months pregnant by dinner” is in 4 bodies, one of them without the number; one creator says six. A photographed torso is in 2 of 80 frames, and a bare belly with the jeans open is in several of the videos. The same woman at 7am and at 6pm: 0 of 80 frames, 0 of 25 videos.
What to keepThe two-women-and-a-mic interviews (4 of the 21 videos) are the closest thing to a real conversation in the account. “I plan my whole life around bathroom access.” Keep making those. Angle one is what they become when the woman gets a name and a week.

02 · The three angles

Give the words a woman, a doctor, and a clock.

Three angles, each counted in your own account. Your copy stays. Only what the picture is allowed to show changes.

/01

One woman, one week

Why
16 of your 80 frames carry a line about days, weeks or a month, as a promise (“in 12 weeks”), a quote (“one week on Emma”), or the bad days (“still counting the days between poops?”). A customer's name is on 3, all as text. Nobody is filmed counting the good days.
What we would say
A first name, an age, a kitchen, a tally. “Day 6. Went at 7. Didn't plan the day around it.”
Format
One creator, one week, one phone on the counter. Seven clips cut to a 40-second diary.
Proof
One of your videos already counts the bad days out loud: one, two, three, four, five, “stopped counting.” That woman, a week after it starts working, is this ad.
/02

The doctor, on camera

Why
Dr. Gina Sam is in the body copy of 76 of the 80 we read. On the image once, in small type. On camera in 2 of 21 videos, a three-second cutaway at a table with anatomy models, once close, once wide with a second doctor. You never hear her; the narrator talks over her. She is never the lead.
What we would say
“It is not a fiber problem.” Twenty seconds of a gastroenterologist saying what your copy takes 400 words to earn.
Format
One take, her office, a phone on a tripod, no script on a screen.
Proof
Her name is the most repeated claim in the 80 we read, and it lives where the thumb never reaches. Put her where the thumb stops, and let her talk.
/03

7am / 6pm

Why
“Look 5 months pregnant by dinner” is in 4 of your bodies, one without the number; a creator says six, hand at her waistband; a bare belly with the jeans open is in several of your videos. The same woman at 7am and at 6pm, side by side: 0 of 80 frames, 0 of 25 videos.
What we would say
“Same jeans. 7am. 6pm.” A time of day, not a before-and-after. Buttoned in one, open in the other.
Format
Two phone photos, one outfit, one wall, twelve hours apart. Clothed, no bare skin, so it clears Meta's rules on body imagery.
Proof
Your sharpest line has only ever sat next to a capsule, or a belly with no clock. A clock is a claim nobody has to believe; she checks it against her own day.

03 · Two ads, made

Not directions. The actual ads.

Two statics, under the body copy you already run, so the only thing being tested is the picture. The photo is a comp to show the frame; the real one is your customer. Your designer's version, or ours, on request.

S/02

It is not a fiber problem.

The doctor, in her own words
Emma static 2, the doctor
Static 02 · 4:5 · typographic, no stock coat, no borrowed face
Headline
It is not a fiber problem.
Line two
Dr. Gina Sam, MD, gastroenterologist, New York. She directed the GI Motility Center at Mount Sinai.
Body
Motility is digestion speed. When it slows down, extra fiber has nowhere to go. Emma Relief is the one Dr. Sam put her name on. Two capsules a day. 90-day money back.
Footer · button
Emma Relief · Endorsed by gastroenterologist Dr. Gina Sam, MD · Shop Emma Relief
Variants
“Motility is digestion speed.” · “Your gut has a speed. Yours slowed down.” · The card set as a two-sentence typed note on her letterhead, signed in type.
Why. She is in the body copy of 76 of your 80 ads and on the image once, in small type. On camera twice in the 21 videos we read, a three-second cutaway the narrator talks over. A text card is already your most common frame, 25 of 80. What it says is the change. Her lines are hers; if she will not say one, it goes.
Drop if: 21 days and it loses to your 70-copy control on cost per sale. Drops on day one if Dr. Sam does not sign the words.
S/03

7am. 6pm. Same jeans.

Your sharpest line, photographed
Emma static 3, 7am and 6pm
Static 03 · 4:5 · comp by Shaanks · clothed, the clock is the only label
Headline
7am. 6pm. Same jeans.
Line two
Wake up flat. Look five months pregnant by dinner.
Body
It is not what she ate. It is how slowly it moved. Emma Relief, two capsules with breakfast, endorsed by gastroenterologist Dr. Gina Sam, MD. 90-day money back.
Footer · button
Emma Relief · 2 capsules a day · 90-day money back · Shop Emma Relief
Variants
The 6:12 PM frame alone: “6pm. The button is already open.” · The jeans alone on the bed, top button undone, a dinner plate on the nightstand: “I fit her at 7am. By dinner she blames me.” · A restaurant table, chair pushed back, napkin over the open button: “She ordered the salad because of the bathroom, not the calories.”
Why. “Look 5 months pregnant by dinner” is in 4 of your bodies, one without the number; a creator says six; a bare belly is in several of your videos, none with a clock. The same woman morning and evening: 0 of 80 frames, 0 of 25 videos. Clothed, no transformation wording, so it clears Meta's rules on body imagery; if the pair is rejected, the 6pm frame runs alone.
Drop if: 21 days and it loses to S/02.

Five more from our creative department

Further out.

Made blind to your ads and everyone else's. For pushing, not shipping as is.

  1. Not Sixty's Fault She was told it comes with sixty. It doesn't have to. A woman, 63, on a diner stool at 8am, coat still on, purse on the next stool, shot by the friend across the counter. No bottle in frame; the footer names it.
  2. Her Daughter Noticed Her daughter noticed first. On a Tuesday phone call. A porch, morning, a woman in her sixties on the phone, laughing, free hand on the railing. What she noticed is answered only in the body.
  3. Next To The Coffee Not in the medicine cabinet. Next to the coffee filters. An open kitchen cupboard shot from where she stands: filters, ground coffee, two mugs, the bottle on the same shelf.
  4. Nobody At The Reunion Knew Nobody at the reunion knew. That was the whole point. A picnic-table group photo of six women in their sixties, taken on someone's phone by a grandkid, slightly crooked. Pride, not relief.
  5. How To Send It Back Try it for ninety days. If you want the $59 back, here is how. The bottle in its open shipping box, shot from above, a handwritten index card taped to the flap with the three return steps. The anti-ad. Our nervous one.

04 · Three videos, with scripts

One phone, no crew, every line written.

Same three angles. Every spoken line and every on-screen line, timestamped. Your interviews stay as they are.

V/01

Linda's week

Our honest bet
0-3sKitchen table, morning, phone propped against the fruit bowl. On screen: Linda, 62. Day 1.Okay. Day one. Two capsules with breakfast. I'll tell you if anything happens.
3-10sSame chair, day 3, different robe, hair up. On screen: Day 3.Nothing yet. Well. Something. I'm not describing it at breakfast.
10-19sSame chair, day 5, she is laughing before she sits. On screen: Day 5.Went before the coffee finished. I stood in the kitchen and laughed. My husband thinks I've lost it.
19-30sSame chair, day 7, coat on, keys on the table. On screen: Day 7.Went at seven. My daughter's picking me up for the lake. I didn't say “let me see how the morning goes.” First time in years.
30-38sEnd card, cream, plain type. No voice.Linda's week. Her words. · Emma Relief · 2 capsules a day · 90-day money back · Endorsed by gastroenterologist Dr. Gina Sam, MD
Shot
One phone, one spot, seven mornings, four used. No music, room sound only. An Emma customer first, a creator on a real week second. If day 5 was day 9 for her, the card says Day 9. Her name replaces Linda.
Why. Day 1 to day 7 of it working, lived on camera, is 0 of the 21 videos we read. One video counts the bad days out loud (“two days, still nothing”); the promises spoken are “within days” and “the very first month”. A woman in her own kitchen is already your format. The diary adds her name and her days.
Drop if: under 7 days twice. Untested, not failed.
V/02

Dr. Gina Sam, to camera

Her office, her words, one take
0-3sHer office or a plain wall, daylight, phone on a stack of books at eye level. On screen: Dr. Gina Sam, MD. Gastroenterologist, New York.I directed the GI Motility Center at Mount Sinai. Motility is digestion speed. How fast things move through you.
3-12sNo cut. On screen: More fiber. More water. Another probiotic.Most women I see in their fifties and sixties have heard the same three things for twenty years. More fiber. More water. Another probiotic.
12-22sNo cut. On screen: It is not a fiber problem.If your gut has slowed down, fiber has nowhere to go. It sits. That is the bloat by dinner. It is not a fiber problem. It is a speed problem.
22-32sShe picks up the bottle, reads the label, sets it down. On screen: 2 capsules a day.Emma Relief is the formula I put my name on. DGL licorice, berberine, chicory root inulin, quercetin. Two capsules a day.
32-40sEnd card: Emma Relief · Endorsed by gastroenterologist Dr. Gina Sam, MD · 90-day money backGive it a month. There is a ninety-day money-back guarantee, so you are not the one taking the risk.
Shot
One phone, one take, no music, no white coat unless it is the one she wears to work. Her name in the corner for all 40 seconds. She reads the lines the day before and changes any she would not say to a patient. Her edits win.
Why. She is the most repeated claim in the 80 we read, 76 bodies, and on camera a three-second cutaway the narrator talks over. Twenty seconds of her saying the one sentence carries what 76 ads spend a body copy on. The cheapest asset on this page, and the one nobody else can shoot.
Drop if: under 7 days twice, or the day she declines to film. Then S/02 carries the doctor.
V/03

Ask me at six

One day, one woman, three times
0-4sHallway mirror, the phone's own clock top left, jeans buttoned, hand flat on the waistband, face out of frame. On screen: 7:02 AMSeven in the morning. Flat. Button done up. Good.
4-10sLunch at the kitchen counter, a salad, a fork paused. On screen: 12:40 PMSalad. Not for the calories. Because I know what's coming.
10-16sSame mirror, same jeans, same shirt, top button open, thumb hooked in the band. On screen: 6:15 PMSix fifteen. Same jeans. I look five months along. This is every day.
16-24sShe sits at the kitchen table, face in frame now, evening light.It's not what I ate. Nothing moved. That's the whole thing. It just sits there.
24-34sMorning again, bottle by the coffee maker, two capsules in her palm. On screen: 2 capsules with breakfastTwo capsules with breakfast. Dr. Gina Sam, the gastroenterologist, put her name on it. Ninety days money back, so I tried it.
34-42sShe looks at the lens once. Then the end card: 7am. 6pm. Same jeans. · Emma Relief · 2 capsules a day · 90-day money backAsk me at six.
Shot
One phone, one day, one outfit, three visits to the same mirror. Waistband in the mirror, her face only at the table. The clock is the only label. No bare skin, no music.
Why. Your own spoken line points here: “What if the reason you feel heavy has nothing to do with what you eat?” This answers it with a clock. Same woman morning and evening is 0 of 80 frames and 0 of 25 videos.
Drop if: under 7 days twice. If Meta rejects it, cut the 6:15 mirror beat and rerun once.

Five more openings from our creative department

The first three seconds, five other ways.

Made blind to your ads and everyone else's. For pushing, not shipping as is.

  1. I Stopped Planning Every woman my age just plans around it. I stopped planning. Parked car, seatbelt on, phone on the dash. Argues with the coping, not the cause.
  2. What Left The Purse There is one thing I took out of this purse in June. I'll show you at the end. Kitchen table, her purse in front of her, hands on the zipper, she stops halfway.
  3. I Bought The Name I didn't buy a supplement. I bought the doctor whose name is on it. Close on the bottle in her hand, thumb resting under Dr. Gina Sam's name on the label. The doctor never appears.
  4. The Church Van I signed up to drive the church van. Nobody knows why that's a big deal. Driver's seat of a twelve-seat van in a church lot, keys in hand, phone on the passenger seat.
  5. Order It At Six Don't order this now. Order it at six tonight. You'll know why at six. Kitchen counter, morning, she points at the lens, bottle out of frame. Delays the sale on purpose. Our nervous one.

That is the strategy

If partnerships open back up, you know where we are.

Yours to keep either way. Pass it to whoever runs the creative.

Pick a time

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