Momentous
$100M+ DTC supplement brand · 2024–2025
Art Director, Brand & Performance
In one line
Momentous makes premium supplements used by all 32 NFL teams. I brought creative in-house and rebuilt how we produced it, so brand and paid finally looked like the same company.
Context
The brand was growing fast, and with creative spread across agencies and contractors, every touchpoint looked different.
Momentous was growing fast and running on agencies, contractors and old decks from a previous firm layered with new ones. The performance agency had never talked to the email designer, and neither knew what the social team was shipping. Typography, product shots, bullet points, brand voice, all of it was different. Consistent creative at scale is hard, and I’ve always believed the best way to get there is to bring the team in-house.
What I Built
I brought creative in-house and rebuilt the system: a launch framework, a fresh content engine and an AI workflow that got far more out of 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 living the Momentous lifestyle, on $1–2k monthly retainers. It gave us fresh, high-quality assets every week on top of standard product photography.
- RanSingle-day video shoots with ambassadors, athletes, scientists and health experts. Focused $5–10k productions on a steady cadence, tested small and scaled on results.
- BuiltAn AI workflow that takes hours of between-take audio and searches the transcripts for the gold: educational lines, transformation stories, problem and solution moments. One afternoon of production fed emails, static ads, social and whole launch campaigns.
Strategy
Consistency breaks before quality does. So I brought creative in-house, built systems that scale and treated every touchpoint as part of the brand.
On the audio between takes
People often give you their best lines when they think the cameras aren’t rolling. We let the audio run between takes, sometimes two to three hours of it per shoot. Some of the best hooks we ever ran came out of that tape, from a single afternoon with an ambassador.
On production efficiency
A focused $5–10k production on a steady cadence beats a $100k one-off you can’t measure, and it beats $100 UGC that doesn’t feel like the brand. Test small and scale what works.
On creative leadership
I sit between brand and performance. Ads should perform, and they should also look and sound like the brand. Getting everyone working from the same playbook is the first thing I fix.
Single-day shoots with brand ambassadors. Each one fed the entire content engine: paid ads, emails, social, launch messaging.
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.
Bringing creative in-house meant we could test, iterate and read the data every week, with a tight feedback loop and nobody outside slowing it down. The work got better, and it got there faster.