Case Studies — indigocam

The meme-native cut · YouTube ↗

The challenge

Mobile gaming is one of the most crowded ad markets there is. The brief was to cut through it with something that doesn't read like an ad or feel forced.

The approach

Make it look like a video people actually want to watch. I built the spot around real gameplay and stacked it with two of the biggest memes of the moment, so it played as entertainment first and an ad second.

The execution

It opened on a "sleeper build" reference, then hit the "mods blow up that guy's house" line. Both were huge viral TikTok memes at the time, so baking them into the script made the ad feel like part of the moment before it slid into a fake playthrough that showed off the game's core features.

The takeaway

Blending humor, memes and gameplay into one seamless flow let the ad vanish into the feed and beat the flashy-graphics game spots it ran against, racking up over 5 million impressions. I've even been recognized as "the Rise of Kingdoms guy" in the wild.

5M+Impressions

2Viral trends woven in

NativePassed as organic

TikTok Shop style, built for Meta · YouTube ↗

The challenge

Optimize Minerals wanted high-converting, TikTok Shop style organic videos, but built to run as Meta ads. The catch is those two worlds usually look nothing alike. Native shop content feels raw and unscripted, Meta ad creative tends to look produced.

The approach

Bottle what actually makes TikTok Shop videos convert: the casual creator-to-camera delivery, the real problem-to-solution beat, the unpolished feel. Then rebuild that energy into cuts that still hold up in the Meta feed.

The execution

Delivered 8 ad variations in that organic shop style, each with a different hook and angle on the product, built to drop straight into their Meta campaigns.

The takeaway

Brief matched exactly: supplement content that feels like a real recommendation instead of an ad, packaged for paid social. A spread of 8 gives the account plenty to test and scale the winners from.

8Ad variations

OrganicTikTok Shop style

MetaBuilt to run on

The brand kept their performance data in-house, but signed off with zero revisions and were thrilled with the deliverables. The founder put it best:

"You killed it."

Founder, Optimize Minerals

The scroll-stopping cut · YouTube ↗

The challenge

Selling an AI rewriter is tricky. The product is abstract, the category is flooded with "this AI will change your life" ads, and most of it gets scrolled past in under a second.

The approach

No feature dumps. I make native, organic-style videos that show the tool fixing a real writing problem in the moment, framed like a person sharing something they found rather than a brand running an ad.

The execution

I run a constant stream of hook-tested variations across their Meta account. Each opens on a relatable scenario, then the tool quietly becomes the fix. Winners get scaled, weak ones get cut, and fresh angles keep the account from fatiguing.

The takeaway

The organic angle is working. The creative holds a 20.4% hook rate and a 1.58% click-through, it has scaled past $20K in ad spend, and they keep me on a retainer plus 10% performance commission because the results stay consistent.

577.2KImpressions

9.1KLink clicks

33Ads live on Meta