Ads creative strategy for DTC brand — angles & volume

Pivot happening on one of our accounts, and the creative side needs to be rebuilt from scratch. The brand we work with has been running the same core angles for a while, and the returns are showing it. We are not talking about refreshing the look; we are talking about rebuilding the strategic foundation: who we are talking to, what tension we are leading with, and how the hooks are framed before anything gets handed to production. The scope is strategic. We need someone who can come in, assess the current creative posture honestly, identify the persona and message gaps, and produce a structured set of concepts with full briefs. The briefs need to be execution-ready, meaning an editor or designer can pick them up without a follow-up conversation to decode intent. We handle production on our side. A few things that matter for this particular account: the product category is one where buyers have already been exposed to a lot of advertising, so generic benefit claims get tuned out fast. The work needs to be specific to earn attention. Narrow persona framing, contrast-based hooks, angles that feel earned rather than manufactured. If your default is broad aspirational language, the fit probably is not there. This is not a one-round engagement. If the strategic thinking holds up through the first batch, we want to keep someone in this role on an ongoing basis. Volume and consistency matter as much as the quality of individual concepts. To apply, share your portfolio. Then walk us through one strategic decision you made for a brand that you stand behind: what you saw in the account, what you changed, and why that was the right call. We are evaluating the reasoning, not the finished asset.