VOL. J-01 · JOURNAL
Field notes.
What we've learned making a thousand strangers react on camera.
J-01
Why street-interview ads beat sound-stage 10× on Meta
The unguarded reaction is the one thing a studio spot can never manufacture, and the algorithm knows it. A breakdown of why raw beats polished on paid social.
J-02
The economics of a $1M DTC creative budget
Where the money actually goes when you scale creative, and why volume of honest hooks outperforms production value at nearly every tier.
J-03
How to read a reaction: field notes from 500+ interviews
The tells that separate a real double-take from a polite one, and how we shoot to catch the first over the second.
J-04
Why we don't cast actors
The case against UGC-agency talent pools, and what you actually buy when the person on camera has never heard of your brand.