Momentous
In one line
Premium performance supplements, used by all 32 NFL teams. I brought creative in-house and rebuilt the production model, so brand and paid finally looked like the same company.
Context
A fast-growing brand with creative scattered across agencies and contractors, every touchpoint looked different.
Momentous was in a rapid growth phase, running on agencies, contractors, and old decks from a previous firm layered with new ones. The performance agency had clearly never talked to the email designer, who had no idea what the social team was shipping. Typography, product shots, bullet points, brand voice, all different. Executing consistent creative at scale is genuinely hard work, and I've always believed the only way to win it is to bring the team in-house.
What I Built
Brought creative in-house and rebuilt the system, a launch framework, a fresh content engine, and an AI workflow that multiplied every shoot.
- BuiltA Figma launch framework with every placeholder a product launch needs, so the whole team aligned on identity and messaging, saw the gaps at a glance, and delegated from one source of truth.
- CreatedThe Creative Ambassador program, talented photographers who were also runners, cyclists, hikers, and surfers in the Momentous ethos, on $1–2k monthly retainers. Fresh, high-quality assets every week beyond standard product photography.
- RanEfficient single-day video shoots with brand ambassadors, athletes, scientists, health experts. Deliberate $5–10k productions on a consistent cadence, tested small and scaled on results. Not $100k one-offs, not $100 UGC.
- BuiltAn AI workflow that ingests hours of between-take shoot audio and searches the transcripts for the gold, educational, transformative, problem-solution lines. One afternoon's production became a multiplier across emails, static ads, social, and entire launch messaging.
Strategy
Consistency breaks before quality does. Bring creative in-house, build systems that scale, treat every touchpoint as an extension of the brand, not a one-off.
On the audio between takes
Talent gives you the best lines when the cameras aren't rolling. We let the audio run between takes, sometimes 2–3 hours of material per shoot. An AI workflow transcribed everything, searched by keyword, and surfaced educational quotes, transformative moments, problem-solution lines. One production became a multiplier: emails, static ads, social, blog posts, entire launch messaging built from a single afternoon with a brand ambassador.
On production efficiency
A disciplined $5–10k production on a consistent cadence beats a $100k one-off with no measurable outcome and $100 UGC with no brand integrity. Test small. Scale what works.
On creative leadership
I sit between brand and performance. Ads should perform, and they should look like the brand and sound like the brand. The performance agency had never talked to the email designer. That's the thing I fix first.
12 mo.
The paid creative we ran became the highest-performing ads Momentous had ever run. Still running as a top performer a year later.
1 system
Every representation of the brand (email, social, stories, paid) now looked like it came from the same place.
32 teams
All 32 NFL teams, plus Andrew Huberman, Rich Roll, Stacy Sims, Rob Dyrdek backing the brand.
This is what happens when you bring creative in-house. Testing, iteration, and creative-to-data integration happen on a weekly cadence. No external factors. Tight feedback loop. The work gets better, faster.