Creative Pipeline Workflow

Proposed owner: Creative Agent

What It Does

Sam supports FuturHealth's creative strategy work: developing audience-specific ad angles (micro-buckets), writing video briefs, creating post copy variants, and eventually feeding into AI video generation via Higgsfield and Shotstack.

The Creative Framework

FuturHealth uses a "High Velocity Micro-Concept Engine" — Luke's (CEO) strategy for generating 100s of hyper-niche ad concepts per week using AI.

Framework:

Intelligence Input         Processing                Output
─────────────────         ──────────────            ──────────
Reddit + social     →     Micro-Bucket Map    →    Hook variants
Sales call data           (35 buckets ×             Video briefs
Competitor reviews        5 sub-angles =            Post copy
PostHog data              175 hooks)                Landing pages
Customer survey                                      Ad scripts

The Micro-Bucket Map

Sam delivered the Micro-Bucket Map v1 on March 10, 2026:

• 35 audience life-story segments × 5 emotional sub-angles = 175 hooks
• Full document: futurhealth-micro-bucket-map-v1.md
• CSV export: futurhealth-micro-bucket-hooks-150.csv (175 rows, uploaded to Slack)

Top 5 buckets for production (as identified by Sam):

Code	Name	Hook
MBM-21B	Pill vs Shot	"No injections, no insurance, $198/month"
MBM-01C	Doing Everything Right	"I'm eating right. I'm exercising. Nothing is working."
MBM-06A	Doctor Visit	"My doctor finally said it — your metabolism is the problem"
MBM-13E	Blame Shift	"It's not your fault. It's your biology."
MBM-03C	Skeptic Convert	"I didn't believe GLP-1s worked until I tried them"

Production briefs: futurhealth-top5-creative-briefs.md

Customer Intelligence (Basis for All Creative)

From the agency's "Round One Survey Learnings" PDF:

• 76% of customers are age 50–75 (ads historically NOT reflecting this)
• 71% women, high income
• 55%+ cite aging metabolism as primary driver
• 64% of women link weight to hormones
• 45% of women hide from photos

8 emotional themes to hit in creative:

1. Reclaiming identity, not just losing weight
2. Don't trust themselves anymore (years of failed diets)
3. Ashamed they need help / embarrassed about GLP-1s
4. Hiding from the camera
5. Dieting veterans, not first-timers
6. Want to prevent disease, not just fit into jeans
7. Don't want to be a burden on family
8. "It's not your fault. It's your biology." — strongest theme

Current Best Performers

From Sean's CID tool (cid.brandvideomanager.com):

Ad	Format	Performance
FHVI-754 (Jessica "Wegovy vs Wegovy Pills")	Split screen + VO	$114 CAC, 87% ROAS — best performer
FHVI-764 (Split Screen, no VO)	Static split	10.49% CTR but $387 CAC — great hook, doesn't convert
GIF format	Animated	$173 CPA — best format

Pattern: Product-education ads working. Emotional/identity hooks (the Micro-Bucket angles) are untested — major opportunity.

Meta Campaign Structure

Sam built a full campaign structure document (futurhealth-meta-campaign-structure.md) for the fresh Meta account. Key elements:

• Budget: $1,500/day confirmed
• Target: pill conversions (not Zepbound — Net 30 cash cycle vs 2-month delay)
• Exclude: LA, AL, VA, MS (state restrictions)
• Creative rotation: GIF + static + AI avatar formats

AI Video Generation Stack

When creative concepts need to become video:

1. Higgsfield → Generate AI talking-head UGC video
2. Shotstack → Compose video (overlays, transitions, text, stitching)
3. Export → Push to Meta ad library

Sam has API access to both services. No workflow automation scripts exist yet for the generation pipeline — it's planned but not implemented.

Why This Belongs in a Dedicated Agent

Problem with current setup:

• Creative work (writing 175 hooks) is context-intensive and uses large portions of the 200K window
• After a creative session, heartbeat sessions start with much less available context
• Sam's creative outputs are not systematically connected to the video generation pipeline
• Creative review/approval (Sabrina compliance review) is not automated

Dedicated Creative Agent benefits:

• Can maintain a persistent library of hooks, briefs, and tested angles
• Can be tuned with creative-specific prompting (more generative, less analytical)
• Can manage the Higgsfield → Shotstack → Meta pipeline autonomously
• Separates Sabrina compliance review into a clean gate before any content goes live

---

See also: Creative Agent | Proposed Skills | Workspace Artifacts