I'm a creative strategist for DTC brands, writing the hooks, angles, and scripts behind performance creative across 15+ brands at $600k+/month in ad spend. I specialise in hook rate and hold rate: testing in cheap formats, reading the data honestly, and scaling what wins. My best work is turning research into creative that converts, from full brand audits to briefs and UGC scripts. I also run custom Claude and Obsidian workflows that keep the whole process fast and sharp.