Aera
luxury home fragrance · 2025–present
Creative Director · Miru Studios
In one line
I run Aera’s creative every week on a luxury Meta account. The brand book and reference images go in, on-brand product creative comes out, and there’s no agency in the middle.
Context
Aera needed far more performance creative than its assets could support, so I built a way to make it.
When I came on, Aera had some old product photos and a few unused interviews with their fragrance team, and that was about it. They wanted to scale paid creative and get the ad account back on track. The brand already had great taste. What it needed was more creative, made faster.
What I Built
A handful of AI workflows that read what’s working and help us make more of it.
- BuiltA weekly report pulled straight from the Meta account: ROAS, CTR and conversions. It also looks at the colors, hooks and audio in the ads that are winning.
- CreatedA panel of eight scoring agents, each an expert in one thing: persona, angle, emotion, brand, craft, format, grammar and performance instinct. Copy keeps looping until every agent scores it 90 or higher. The brand book and messaging guides go in, on-brand copy comes out.
- MinedThe 30 to 45 minute fragrance interviews for moments worth putting in an ad. The best lines get strung into hook, value and CTA stories, and the editor gets a timeline to start from.
- Set upA product photo workflow. The 3D model of the diffuser sits in the exact frame, and AI only builds the background and lighting around it. Every product shot on this page was made this way.
Strategy
I count production cost and time when I look at ROAS. The creative team should stay close to the data, and the system should handle the slow parts so we can move fast.
On AI as a multiplier
For me, AI speeds up production. The taste and the judgment calls are still mine. The system just takes the friction out.
On thoughtful generation
There are cheap tools that turn one photo into a hundred images, and on a $300 product they get the details wrong. I start with the brand book, the messaging guides and the reference images. The 3D model goes into the frame first, and AI fills in the background and lighting to match.
Weeks → days
Turnaround from performance data to new assets in testing.
30 min
To generate 10 new static ad concepts from 30 old ones using the agent system.
0 reshoots
New product creative without booking a photographer. The product itself is never AI-generated: it’s a 3D render with an AI background and lighting.
Aera’s old assets turned into a steady flow of new creative. The images and videos now run across email, social, stories and paid ads every week.