Forty-two ad variants in a quarter, and the four that worked

The problem

Nomi's paid social was running on static creative that had been fatiguing for two quarters. Their media buyer wanted volume to test against, and the previous production arrangement delivered two polished films a quarter, which is the wrong shape entirely for an auction that rewards iteration.

What we did

We switched them to monthly batches. Each batch started from the previous month's performance data: which mechanism won, which hook died, what to try next. Creators were cast per batch by category rather than retained, so the faces stayed fresh, and every concept shipped as a hook battery with the body held constant so results were attributable.

What shipped

• 42 finished variants across the quarter
• 9:16, 4:5 and 1:1 delivery per winner
• Creator casting, briefing and usage rights
• Burned captions and platform spec checks
• Monthly performance read-out with the buyer