AI Projects
Workflows I've built
There's a lot of AI noise right now. Everyone's adding it to their deck. I'm less interested in talking about it and more interested in shipping things with it.
These are five workflows I've actually built and used on real client work. Real problems, specific builds, real outcomes. I'm putting them here because I think the specifics matter more than the summary.
01
Ad Copy Tuning Engine
The problem: copy decisions come down to whoever sounds most confident in the room. This scores every line instead.
Drop in a line of copy
A headline, a hook, a CTA. Anything you'd run as an ad.
Five checks score it 0–100
Hook, emotion, audience fit, brand voice, and CTA. Each gets a number and a reason.
Weak lines rewrite themselves
Anything under 90 gets rewritten automatically and re-scored until it clears.
Brand is a hard gate
The brand book is a non-negotiable. Off-voice copy is rejected no matter how well it scores elsewhere.
The same engine, two very different brands. Watch one line climb from generic to production-ready.
Aera · home fragrance
Momentous · performance
Same system, any brand. Copy goes into production stress-tested, not just approved.
02
On-Brand Asset Generation
New product shots without a reshoot. The trick: AI never touches the product itself.
Most AI image tools take one photo and ask the model to imagine the rest. Fine for low-stakes products. On a $300 luxury item where logo, texture, and color all matter, the model guesses, and sometimes it guesses wrong.
Start from a 3D model
The brand has one or we commission it once. It pays for itself the first shoot it replaces.
Render the product exact
Logo, label, material, color: all come straight from the model, accurate down to the detail.
AI builds only the world around it
Background and lighting are generated to match the existing campaign. The product is never AI-generated.
New colorways, no reshoot
Aera had SKUs that didn't exist at the last shoot. Same lighting, same world, nothing that reads as out of place.
Accurate product photography at a fraction of the cost. Nothing that looks like it was generated.
03
The Content Multiplier
One shoot day becomes six weeks of content. The footage was always there. Nobody had time to mine it.
A shoot day with a CEO, an expert, an ambassador, and a customer generates four to six hours of conversation. Most of it becomes one video. The rest gets filed and forgotten.
Record everything, all day
A recorder runs the whole shoot, not just during takes. Every conversation gets captured.
Transcribe and sort by type
The full day is searched for educational moments, strong quotes, problem/solution exchanges, and customer stories.
Package each hit into formats
A pull quote becomes an email subject, an ad headline, and a social caption. A longer exchange becomes a blog or video script.
The team selects, doesn't create
Instead of starting from scratch, they pull from a library the shoot already generated.
Sample extraction · Momentous shoot day
EDUCATIONAL [11 moments found] "Sleep is the original performance drug. Everything else is marginal." [04:38:22] Email subject: "The original performance drug (it's not what you think)" Static headline: "Sleep is the original performance drug." Social caption: ready to use Video hook: 4 seconds. Cut from [04:38:22] QUOTABLE [8 moments found] "Your body doesn't know the difference between a hard training day and a hard life day. Recovery is the same either way." [02:14:07] -> 26 total extractions. 8 flagged ad-grade. 19 packaged across 3 formats each.
Four people on camera for a day. Six weeks of content across every channel. The asset was always there.
04
Interview Mining for Paid Ads
Hours of old interviews, mined for the 30 seconds that work as an ad.
Brands sit on hours of long-form content that never reaches a paid channel: podcasts, founder interviews, testimonials. It exists. Nobody has time to watch six hours of tape looking for a 30-second ad.
Feed in a transcript
Any long-form footage: a podcast, an interview, a product deep-dive.
Find the ad-shaped moments
It searches for segments that match proven structures: problem/solution, before/after, testimony, transformation.
Mark the hook, value, and close
For each match it pulls the strongest opening, the core value beat, and the natural close, with timestamps.
Rank and hand off
Cuts are scored and ranked, then exported straight into the editor. The best concepts are already at the top of the stack.
Sample structured output · Aera perfumer interview
Ranked extract #1 [arc: problem/solution · hook score: 91] HOOK "Most people can't actually smell their own home." Timestamp: 00:14:32 VALUE Perfumer explains olfactory adaptation: why familiarity kills scent perception over time. Clip: 00:14:32 -> 00:16:48 (2m 16s) CTA "Aera resets your baseline. Your home should smell the way it did on day one." Timestamp: 00:16:51 -> Premiere XML ready. Rough cut: 2m 34s. Human pass: captions, B-roll.
Hours of unused long-form turned into ranked, ready-to-edit performance creative. Interviews sitting for a year became some of the strongest ads we ran.
05
Performance Data to Creative Decision
A Monday-morning brief that tells the creative team what to build, what to kill, and what's due, before anyone asks.
The loop between performance data and creative decisions usually breaks down. Reports go out, there's a standup, and by the time the brief updates the data is already two weeks old.
Pull the live numbers
Every Monday at 6am it grabs the last 14 days of Meta performance automatically.
Cross-reference plans and brand
It reads upcoming briefs from Notion and the brand book for messaging context.
Write the brief
What's working and why, what's fatiguing, what's launching this week, and the one creative priority.
Hand it straight to production
It can export Figma placeholders with the copy pre-filled, so there's no separate handoff.
Sample digest · week of June 16
TOP PERFORMERS 1. "Without a word" (9:16) ROAS 4.2x CTR 3.8% Day 14 2. "Before / After" (4:5) ROAS 3.9x CTR 4.1% Day 9 3. "Science of scent" (1:1) ROAS 2.7x CTR 2.2% Day 21 (fatigue signal) HOOK PATTERN Question-as-challenge outperforming aspirational statements 3:1 this week. LAUNCHING THIS WEEK (from Notion) Colorway drop - June 19. Needs 3 static variants by Thursday. -> Priority: challenge hook on colorway drop. Pull "Science of scent."
The creative team knows what to build, what to kill, and what's due before the week starts.