Market insight, campaign strategy & creative direction
Find the message worthbuilding a campaign around.
I work with a handful of businesses at a time to understand their customers, sharpen their message and develop campaign ideas worth noticing.
Your customers are already telling you
what your campaign should say.
You’ll leave with a clear campaign message, creative concepts and practical briefs your team can execute and test.
Discuss your next campaignThat’s a lot
of tiramisu.
Al Dente Enoteca
You don’t need to know the restaurant to understand the idea. It’s a familiar dessert presented at a scale nobody expects. The creative premise is clear before anyone says a word.
The thinking behind it
A beautifully plated dessert is easy to scroll past. An absurd quantity of tiramisu creates immediate contrast: familiar enough to understand, unexpected enough to stop for.
It also gives people a reason to share it. Not because they were asked to promote a restaurant, but because they wanted someone else to see what they had just seen.
That is what strong creative direction does. It finds the product truth, customer tension or unusual detail that can carry the message—and turns it into an idea the audience understands immediately.
The result isn’t simply more content. It is a clearer reason to pay attention.
60M+
Instagram views of the wheelbarrow tiramisu video, as reported in August 2025.
Created with Chef Andrea Vignali. Stansplaining credits Andrea and Taige as the duo behind the video.
Source: Stansplaining · 24 August 2025 ↗The lesson: make the product idea immediately understandable.
Direction before production
Your team can make the work.
We help determine what is worth making.
More creative won’t fix an unclear message. If briefs feel generic, opinions keep winning or the next launch needs a stronger idea, start with what customers actually care about.
Alongside your team. Not instead of it.
For marketing leaders, creative teams and established founders with people ready to execute. We connect customer insight to a campaign direction your internal team or agency can use.
How we work
Find the signal.
Give it direction.
Listen before deciding.
Examine customer conversations, sales objections, competitor messages and existing performance. Separate useful evidence from assumptions.
Customer & market insightMake the message usable.
Turn the strongest insight into campaign messaging, creative concepts and practical briefs or scripts. Give the team a clear reason behind the idea.
Creative concepts & briefsTest. Learn. Refine.
Your team executes and runs the tests. We help prioritise what to test and interpret the response, so the next decision builds on evidence.
A campaign-direction engagement.
Bring the campaign challenge, what you already know and who will make the work. We’ll agree the research, creative direction and handover that will be useful for your team.
Typical outputs
- Prioritised customer pain points
- A campaign message and supporting proof
- Creative concepts and example briefs
- A testing plan for the team
These are typical outputs, not a fixed package. Each engagement is individually scoped. Fee, timing and final deliverables are agreed before work begins.
Your team produces and runs the campaign. Production support can be scoped separately.