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Selling the after, not the mushroom
How a 10-in-1 mushroom gummy stopped competing on ingredients and started winning on the one thing women actually wanted: feeling like themselves again.
Creative strategy + design · 2025 · 200+ statics shipped
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A behind-the-scenes look at the work, the thinking, and where I fit in. Some of these projects were collaborations
Pouch
Image: Ankhway hero / campaign shot
Nobody wants a mushroom gummy
Here's what Ankhway was up against. The supplement aisle is a wall of beige pouches all shouting the same thing: ten functional mushrooms. Very impressive. Completely ignorable. Because nobody lies awake at 3am wishing they had more Reishi. They lie awake bloated, foggy, and quietly scared menopause stole the old them. That gap, between what the product is and what she actually feels, was the whole brief.
Image: the beige aisle vs the Ankhway angle
So we sold the after
So we stopped selling mushrooms. We started naming the stuff women had been told was just normal: the cortisol, the bloat no diet touches, the 2pm crash, the stranger in the mirror.
Every angle started from a real sentence a real woman said about her body. "Your liver is choosing alcohol over fat burning" stops a scroll harder than "10 functional mushrooms." Turns out feelings convert. Who knew. (We knew.)
200+ statics, one obsession
Then we built. A lot. Over 200 statics across menopause, gut, sleep, and the men's beer belly angle. Comparison charts, villain mushrooms, fake text hooks, UGC holds. Same rule every time: lead with the pain, earn the scroll, then let the gummy be the answer.
Image: static ad concepts across formats
LIVE ON META
Proof, not promises
Pretty work that doesn't sell is just art. So here's the part that counts. These ran live on Meta, spending real budget, earning their keep.
[Drop your ad-manager screenshots below and call the winner here. For example: this angle became the account's top performer at the lowest cost per purchase, weeks running.]
Live Meta ads: winning creative (drop screenshots here)
AI did the heavy lifting. I did the taste.
Here's the modern part. Loads of this is AI-generated: the characters, the lifestyle shots, the UGC holds that look exactly like a real woman filmed them on her kitchen counter. The trick isn't typing "make an ad." It's knowing which angle to feed it, how to brief it so it lands candid not cursed, and where to step in by hand so it actually sells. AI is the fastest junior designer alive. It just needs a strategist holding the pen.
Image: AI-generated UGC vs the brief behind it
What it added up to
A library deep enough to test a fresh angle every week. A look you'd recognise in any feed. And a clear answer to the only question performance creative ever asks: did someone stop, feel something, and buy?
That's the job. That's the whole job.