Direct Response Creative Strategist

Most brands don’t need more creative. They need better creative decisions.

I help established DTC brands figure out what’s working, what’s holding performance back and what to test next, drawing on 20+ years in advertising and a direct-response understanding of what makes people buy.

See My Work →

Selected results:

Chief Nutrition — Ad creative for a brand that scaled past $1M/month in online revenue

Nourish’d — Helped drive 31% growth in 10 weeks

Selected Creative Work

Where I’m Most Useful

There’s usually more opportunity in an ad account than meets the eye.

An account that’s plateaued. A creative team struggling to find the next winner. A promising product that isn’t getting the attention it deserves.

I’ve found that the answer isn’t always a completely new campaign.

Sometimes it’s an overlooked customer insight. A winning angle that hasn’t been pushed far enough. Or a small change in messaging that makes the whole ad more compelling.

I dig into the data, customer research and existing creative to find those opportunities, then work with the team to turn them into ads worth testing.

What Makes My Perspective Different

I’ve spent a lot of years figuring out what makes people buy.

Before creative strategy, I spent over a decade writing direct-response copy for cold audiences in fiercely competitive markets.

It taught me a clever hook only gets you so far.

You need to know what customers want, what frustrates them, what they’ve tried and why your product is worth choosing.

Then turn that into a message that earns attention, builds belief and gives people a reason to buy. It’s how I approach Meta creative today.

When I’m reviewing an ad account, I’m not just asking whether an ad is working. I’m asking why. Is it the angle? The hook? The offer? Is the landing page letting the ad down?

And I don’t stop at strategy. I write scripts, develop statics, brief designers and editors, and stay hands-on in execution.

Because a good strategy is only useful if it turns into good creative.

Experience & Selected Work

From long-form sales letters to 30-second Meta ads.

I’ve spent over 20 years in advertising, working on everything from traditional media campaigns to major direct response offers like Simple Keto System and Emma Relief.

I studied direct response under Caleb O’Dowd, who trained directly under legendary copywriter Gary Halbert. The campaigns I’ve worked on have generated over $500M in online sales.

More recently, I’ve worked on creative strategy for DTC brands like Chief Nutrition and Nourish’d, turning customer insights into better messaging, stronger creative and measurable growth.

I still study ads every day. New hooks, angles, formats and trends. Partly because it’s my job, but mostly because I genuinely enjoy figuring out why some ads work and others don’t.

But the work tells the story better than I can.

Below are some of the campaigns, creative decisions and results I’ve helped bring to life.

Brands

The Simple Keto System Emma Relief

Explore My Work & Results →

Selected Case Studies

Three projects, each broken down into the problem, the strategic decision and the commercial outcome.

Health & supplements · Performance creative

Creative StrategyDirect Response Copywriting

Chief Nutrition: the ad creative behind a brand scaling past $1M/month.

$1M+/mo

brand online revenue (whole business)

My rolePerformance creative across copy, scripts, static ads and video, from writing the copy and scripts through to fully edited ads. Chief’s co-founder describes that ad content as “a huge part of scaling online revenue to >$1M per month.”

01
The problem
Chief’s Meta ad performance had plateaued. Creative output was inconsistent, existing ads weren’t cutting through, and the account relied too heavily on a single hero product. The brand needed fresh creative to reach new audiences and unlock further growth.
02
The strategic decision
Built a more consistent creative testing pipeline, exploring new hooks, angles and audience segments. Expanded testing beyond the hero product to identify new revenue opportunities, while developing creatives for different stages of customer awareness.
03
The commercial outcome
Helped Chief scale online revenue beyond $1M per month. Creative became a key growth driver, with multiple products and new messaging angles contributing to the brand’s growth.

Chief Cheeseburger Nostalgia comparison static — Static · Cheeseburger Nostalgia

Frame from Chief video ad: STOP eating junk and try this instead — Video · Ultra-processed hook

Meal delivery · Creative strategy

Creative Strategy

Nourish’d: helping drive 31% growth in 10 weeks.

31%

brand growth

Record sales

within 10 weeks

My roleCreative strategy and performance creative for the turnaround.

01
The problem
Creative output and testing were limited, and the ads weren’t doing enough to communicate the product’s unique selling points. The brand was also underutilising one of its strongest assets: its founder’s relatable story and authentic on-camera presence.
02
The strategic decision
Increased creative volume and testing, introduced founder-led storytelling to build trust and connect with new audiences, and developed new angles that better communicated the product’s unique benefits and points of difference.
03
The commercial outcome
Helped drive 31% growth and record sales within 10 weeks, with a more consistent creative testing strategy and stronger messaging contributing to the turnaround.

Nourish’d static: The #1 secret to eating gluten-free without meal prep — Static · Gluten-free Billboard

Nourish’d 5 reasons gluten-free listicle static — Static · Gluten-free listicle

Paid advertising · Upsell flows & sales video

Conversion Optimisation

The Simple Keto System: part of the team behind $30M+ in revenue.

$30M+

brand revenue (team outcome), no outside investor funding

500,000+

customers, 80+ countries

+128.57%

backend AOV (upsell & VSL work)

My rolePart of the team that grew the offer through paid advertising. I helped increase backend AOV by 128.57% through optimised upsell flows and sales video strategy.

01
The problem
Low average order value (AOV) made it difficult to scale paid advertising profitably in the highly competitive weight-loss market. The brand needed to generate more revenue from each customer to support higher acquisition costs.
02
The strategic decision
Rebuilt the upsell funnel to maximise customer value. Introduced a longer-form sales video promoting a 12-month program, followed by a six-month downsell. Added two complementary supplement offers designed to support customers' weight-loss goals and increase order value.
03
The commercial outcome
Increased backend AOV by 128.57%, helping make paid customer acquisition more scalable. The Simple Keto System went on to generate $30M+ in revenue and attract over 500,000 customers across 80+ countries as a broader team effort.

Frame from The Simple Keto System upsell VSL — Upsell VSL · still frame

Proof

Results from brands I’ve helped scale.

The business results first, then the screenshots behind them.

$1M+/month

Chief Nutrition

Helped grow online revenue past $1M per month by developing new creative angles, writing direct response copy and increasing creative testing.

31%

Nourish’d

Helped drive 31% growth and record sales within 10 weeks, with a focus on increasing creative testing and bringing the founder’s story into more ads.

+128.57%

The Simple Keto System

Increased backend AOV by 128.57% by rebuilding the upsell funnel.

A Few Performance Snapshots

Click any screenshot to enlarge.

**SuperFeast: $253K in Daily Sales**Shopify · 21 Nov 2023 vs 20 Nov 2023

**Chief Nutrition: A$8M in 12 Months, up 97%**Shopify · 8 Sep 2024 – 8 Sep 2025 vs previous year

**Nourish’d: 9.03 Purchase ROAS**Meta Ads Manager · account-level · 1–18 Apr 2024

**True Grit Texture Supply: $1.39M Gross Sales YTD, up 22%**Shopify · 1 Jan – 7 Sep 2025 vs 3 Jan – 8 Sep 2024

**Transform by Fitaz: A$416K in a Month, up 30%**Shopify · 1–31 Aug 2025 vs 1–31 Jul 2025

**Famous Soda: Sales up 192% in 30 Days**Shopify · 5 Nov – 4 Dec 2023 vs 6 Oct – 4 Nov 2023

Results reflect collaborative work across client teams. Business-level figures are shown for context and are not solely attributable to my individual contributions.

Ad Library

Static ads, grouped by brand.

63 statics across 8 brands, from native and lo-fi formats to polished product ads. Click any ad to view it larger. Format tags describe the layout of each ad.

Paid social · Health & supplements

Chief Nutrition

12 statics

Expensive Placebo?Lo-fiReddit thread

Burger + SteakVisual equation

Ask Us Anything (Beef Liver)Lo-fiAsk-me-anything9:16

Ours vs TheirsUs vs themSplit photo

Rushing Between MeetingsThink-again headlineSplit layout9:16

This Makes Low-Carb Snacking EasyCreator collageReview

Cheeseburger NostalgiaComparisonVersus cards

Rob F.ReviewQuote + product in hand

5 Benefits (Bars)Listicle

Lisa T.ReviewNative photo9:16

Finally, DessertFeature callouts

Not Your Average Protein PowderProduct heroBenefit icons9:16

Paid social · Kids’ health

KOA Kids

8 statics

3 Big ThingsLo-fiHandwritten fridge note

Ask Me Anything (Strains)Lo-fiAsk-me-anythingNative photo

Daycare GermsIllustrated character

Kids Starter KitLo-fiApology statement

Kids’ VitaminsMyth vs fact

Low Energy After School?Feature callouts9:16

Picky EaterBenefitsLifestyle product shot

Sneak Veggies Into Pasta SauceUs vs them9:16

Paid social · Menopause wellness

MyPause

8 statics

Me When / Me AfterIllustratedMeme format

Confidence BackCreator photoHandwritten text

Considering GLP-1?ComparisonProduct vs alternative

POV: Hormone Weight GainPOV headlineSelfie photo

Problems / SolutionProblem vs solutionIcons

Belly Fat & CravingsAdvertorial style9:16

Back to My Old SelfBefore & afterTestimonial

That Stubborn Belly?InfographicIllustrated

Paid social · Meal delivery

Nourish’d

7 statics

Fridge ComparisonComparisonIn-situ photo

Certified CoeliacBillboard mock-up

Gluten Free FantasticTestimonialMeal photo

Custom Meal PortionsLo-fiPost-it note

Hates CookingTestimonialCredibility icons

Doing Gluten-Free?Billboard mock-up

Ad #2Speech bubbles

Paid social · Fitness app

Fitaz

8 statics

Lose the Mum PouchLo-fiInstagram question9:16

Myth / FactMyth vs factLifestyle photo

Built for MumsPhoto gridFeature labels

You Can Do ItLo-fiComment screenshotTestimonial

Which of These 5 Mum Body Types?Question headlineQuiz hook

18 Minutes Changed EverythingImage & text

Proof That It WorksTransformationTestimonial

Start TodayTestimonialBefore & after

More brands

Paid social · Wellness retreats

Reignite Retreats

8 statics

Our Ducks Don’t Send EmailsNativeText blocks

Not Anyone’s MumLo-fiReddit post

NOBig-type headlinePhoto

Official Apology StatementLo-fiApology statement

5 Signs You’re Burnt OutListicle

Can’t Out-Hustle BurnoutBig-type headlineVenue photo

Google ReviewLo-fiReview screenshot

Taste Your Way to WellnessBenefit listFood photo

Paid social · Meal delivery

Macros

5 statics

7 Meals, Real ResultsBenefit listProduct photo

Weight Loss PackTestimonial9:16

Subscription OfferMenu gridPrice

Benefit StackBenefit calloutsFood photo

Chef MadeOverhead food photoOffer bar

Paid social · Women’s weight loss program

Homemade Method

7 statics

Handwritten NoteLo-fiHandwritten note

Goodbye Meno BellyLo-fiiPhone Notes

Hissy FitBillboard mock-upTestimonial

News ArticleAdvertorial

Ditch the DietsUs vs themTable

NephrologistLo-fiTweet-style testimonial

Women 50+Audience call-out9:16

Video & VSL

Video Creative That Converts

16 videos across 10 brands, mixed together. Hover a video for a silent preview; click to play.

Chief NutritionAfter 40 · AI Wrinkled FacesUGC & presenter

Emma ReliefDigestive Relief VSLVSL & upsell

Nourish’dFounder StoryFounder

Chief NutritionStop Eating Junk · Mixed BoxOther short-form

Reignite RetreatsClose 40 TabsOther short-formShort narrative9:16

The Simple Keto SystemUpsell VSLVSL & upsell

Homemade MethodDiets Designed by MenOther short-form

Nourish’dReady Made Meals · EducationalUGC & presenterPresenter

Chief NutritionTestimonial Mash Up With HookTestimonial

MyPauseHow Women Over 40 Are Losing 4.2kgTestimonialStat / curiosity hookUGC testimonial montage

KOA KidsTummy TimeAnimationAI animated

Emma ReliefUpsell video · 3 bottlesVSL & upsell2 versions

Reignite RetreatsA Retreat That Changes YouOther short-formShort video

FitazTried Every Diet · Self ConvoUGC & presenterSelf convo

Xero ShoesI Used to Dread the Downhill Part of Every WalkOther short-formText-overlay story

Chief NutritionChoc Lovers HackUGC & presenterJustin presenting

Videos play from compressed preview copies (540px). The long-form VSLs and upsell videos play in full from Google Drive.

Hooks

Hooks that stop the scroll.

A great hook doesn’t just stop the scroll. It attracts the right people and gives them a reason to keep watching.

Hook Development

My hook development process

01Research the CustomerFind the pain points, desires and language that resonate.
02Test Messaging AnglesValidate headlines through static creative testing.
03Develop Visual HooksTurn winning messages into scroll-stopping visuals.
04Test & OptimiseIsolate variables, identify winners and keep iterating.

MyPause

Thriving or Just Surviving Menopause?

Tested Message · Pattern Interrupt · Pain Point

A headline validated through static creative testing, paired with a fast-moving split-screen and an exaggerated visual of menopause fatigue. The goal was to turn a familiar symptom into an immediate moment of recognition for the viewer.

Nourish’d

The #1 Secret to Eating Gluten-Free Without Meal Prep

Curiosity · Audience Targeting · Satisfying Visuals

A winning headline that builds curiosity while speaking directly to a gluten-free audience. The split-screen pairs satisfying food visuals, like a runny egg yolk and rising bread, with plenty of movement. Every visual is relevant to the product.

HPD Rx

3 Types of Vaginal Odor and What They Mean

Curiosity · Visual Metaphor · Compliance

A curiosity-driven headline first tested in a static ad. The challenge was grabbing attention while staying relevant to vaginal health and within Meta's guidelines. The slow stroking of a blood orange creates a suggestive visual metaphor without showing anything explicit.

Chief Nutrition

Stop Eating Junk and Try This Instead

Customer Language · Appetite Appeal

A winning headline tested across static and video ads, built around language pulled from customer reviews. “Junk” resonates with the audience, while “stop” acts as a direct command. Close-ups of juicy meat and bold red colours reinforce the product's appeal.

Chief Nutrition

After 40, Our Body Loses Collagen Faster Than It Can Make It

Proven Message · Visual Hook · Iteration

A headline validated through static testing that became one of the client's top-performing video ads. The bright red skin animation grabs attention and connects directly to ageing concerns. I later tested different background visuals to keep the creative fresh.

Chief Nutrition

Protein Powder Making You Bloated? Try This

Customer Insight · Visual Metaphor · Humour

Customer reviews and creative testing revealed bloating as a major pain point. Popping a balloon labelled “protein” creates a playful visual metaphor for bloating relief. Green screen effects, mirrored split screens and a fart sound effect keep the hook engaging and memorable.

Hover a video for a silent preview; click to play with sound.

Emma Relief · VSL · Unique Mechanism

Finding a new angle in a crowded market.

How I developed the unique mechanism and wrote the first version of the long-form VSL.

Unique Mechanism DevelopmentDirect Response Copywriting (VSL)

01
The problem
Everyone in the digestive supplement category was selling similar solutions (fibre, probiotics, laxatives) to the same symptoms.
02
The strategic decision
I found research linking methane production to slower intestinal motility, which gave us a fresh way to explain the problem and why traditional solutions might not have worked.
I turned methane-producing archaea into a memorable concept called “gut vampires”, making a complicated mechanism easier to understand.
I developed the original mechanism and wrote the first version of the VSL, which we continued refining as a team.
03
The commercial outcome
The offer went on to generate nine figures in total sales.

Landing Pages & Advertorials

Landing pages I worked on.

Product pages, advertorials, a listicle, a long-form sales letter and upsell pages. Scroll inside a page to preview it; click to open the full capture.

SuperFeastJINGProduct page

KOA KidsStarter Kit Ages 2–8Product page

KOA KidsMeet KOAAdvertorial

KonsciousSlimming ChocolateLong-form sales letter

MyPauseWomen’s Slim Down ShakeListicle

KonsciousSupreme GreensUpsell page

KonsciousKeto Activator “Chocolate Elixir”Upsell page

Blue Lotus EffectEuphoria Blend TeaProduct page

Recommendations

What clients say.

A few words from people I’ve worked with.

Helped Scale Online Revenue to $1M+ Per Month

“Justin is the guy who took our ad content at Chief from ok to exceptional, which was a huge part of scaling online revenue to >$1M per month. From writing the copy and scripts, to static ads and fully edited ads, Justin knows what works. This dramatically cuts down the experimentation required to hit winners and means we’re able to churn out high quality content at high volume. Plus, he’s a great guy. Highly recommend.”

Justin BabetCo-Founder, Chief Nutrition

The Best Copywriter I’ve Ever Worked With

“I had the pleasure to work with Justin this year. He is the BEST copy writer I’ve ever worked with: He ‘understood the assignment’ from Day 1! His work needed zero edits! And his story style copy was perfect! He was an absolute pleasure to work with at all times. Mostly, I am grateful for all the effort and time he put into our account - in an age where most copy writers are using AI to take massive short cuts on their work…”

Anna RakoczyCEO and Founder, Homemade Method

An Exceptional Understanding of What Makes People Buy

“Justin has been great to work with. Incredibly detailed in his marketing research and ability to glean insights from it to drive business forward. His copywriting and understanding of human psychology and what it takes to convert humans is up there with the best.

A hard working, honest, copywriter who’s full of integrity and so easy to work with - highly recommend Justin.”

Scott GrovesCEO, Dog Cloud

Experience

From media buying to copywriting to creative strategy.

Dec 2023 – Present

Sensic Digital

Co-Founder

Own creative strategy for DTC brands, using customer insight, performance data, and direct response principles to determine what to say, what to make, and what to test next.
Develop creative briefs, direct UGC, and collaborate with designers, editors, and creators, staying hands on from initial concept and copy through final execution.
Train and mentor creative strategists.

Dec 2022 – Present

JDB Marketing

Creative Marketing Strategist

Developed high converting Video Sales Letters and direct response campaigns for cold audiences.
Developed and tested Meta and YouTube creative across multiple formats.
Engineered conversion-optimised advertorial pages and email marketing flows.

Mar 2018 – Nov 2022

Konscious

Chief Marketing Officer / Head Copywriter

Directed targeted advertising campaigns across Google, Bing, and Facebook, applying direct response principles for maximum ROI.
Spearheaded front end and back end marketing strategy that contributed to a significant lift in Average Order Value through persuasive copywriting.

Aug 2014 – Mar 2018

Altare Publishing

Marketing Manager / Senior Copywriter

Built and led a results driven marketing team; managed and mentored a team of copywriters and graphic designers.
Reduced Cost per Sale across all products, increasing profitability and market presence.

Feb 2012 – Jul 2014

Justin Borg Copywriting

Freelance Copywriter · Melbourne

Authored original, persuasive copy that strengthened client messaging; improved SEO and AdWords campaign efficacy.

2002 – 2012

Media planning & buying

Ikon Communications · MindShare · Starcom MediaVest Group · WIN Corporation

Managed media planning and buying for notable clients, including Myer, SEEK, and True Value Solar (Ikon Communications, Sep 2010 – Jan 2012).
Senior Planner/Buyer, MindShare (Jan 2008 – Sep 2009); Media Buyer, Starcom MediaVest Group (May 2004 – Dec 2007); Sales Coordinator, WIN Corporation (Feb 2002 – Apr 2004).

Get in Touch

Got a creative problem worth solving?

I work best with brands that have product-market fit, are spending on Meta, and whose creative performance has stalled.

Let’s talk creative strategy → LinkedIn →