Creative Strategy

Liquid Death's Limb-Eating Ad Works Because the Brand Earned the Escalation

Liquid Death released a 60-second spot on May 6, 2026 in which a man bites off his own leg, lets possums gnaw his arm, and burns his fingers for kindling to reach sparkling mountain water. The ad works because the $1.4 billion brand spent five years earning the right

Pop-art style illustration of a fatigued Meta ad creative on a calendar with day 14 highlighted, frequency dial at 2.5, and refresh cycle arrow

Andromeda Cut Meta Creative Lifespan From 6 Weeks to 14 Days

Meta's Andromeda retrieval engine, launched in late 2024 and now running across Facebook and Instagram inventory, reaches the responsive slice of an audience faster than the previous system. That compresses creative fatigue from a 5-6 week window down to roughly 10-14 days for most accounts. The early warning

Columbia Dumped a Year of Rain on Two Hikers and Built an Ad AI Can't Fake

Columbia Sportswear emptied a year's worth of rain from a crane-suspended balloon onto two hikers in waterproof shells, then locked twin brothers in a desert sauna under a magnifying-glass ceiling with a flamethrower aimed at them. The campaign, made by adam&eve\TBWA and shot by Tim

Pop-art style Meta Ads Manager with one consolidated ad holding 10 stacked image and video creative variations and a per-asset Media breakdown reporting column

Meta's New Creative Workflow Cut Jon Loomer's 36 Ads Down to 6

Meta is rolling out a new creative workflow that lets advertisers upload up to 10 images and videos inside a single ad, with per-creative URLs, per-creative placement opt-ins, and a Media breakdown for asset-level reporting. Jon Loomer used it to consolidate 36 ads in a single ad set down to

April Fools Is the One Day Brands Can Be Weird. Most of Them Waste It.

Every April 1st, your LinkedIn feed fills up with "genius" brand pranks that are neither genius nor funny. A fake product that took longer to ideate than it took anyone to forget. A press release about a "revolutionary" food-tech mashup that exists only as a render.