INDEPENDENT SPEC PROJECT
Betterbrand
Turning customer journeys, behaviours and objections into creative routes.
ROLE / CREATIVE STRATEGIST & COPYWRITER
Self-initiated portfolio work, not paid client work. No verified performance results.
Project imagery and concept assets to follow.
01 / Problem / Opportunity
Explore how customer journeys, behaviours and objections can inform different ad structures.
02 / Research
Brand research, customer pain points, competitor advertising and existing creative informed this spec project. Research excerpts and source documents will be added here.
03 / Insight
To be added: the specific customer insight, supporting evidence and why it matters for this brand.
04 / Hypothesis
To be added: the creative hypothesis and the customer response it is designed to test.
05 / Creative Direction
To be added: the chosen angle, message hierarchy, visual approach and rationale.
06 / Concepts / Ads
Concept assets to follow: hooks, static ad concepts, scripts and creative briefs. These will show the connection between the research and each execution.
07 / Testing & Iteration
Proposed testing framework: define the hypothesis, isolate the creative variable, agree evaluation criteria, then use the findings to decide the next iteration. This spec work has no verified performance results.
© 2026 Alvin Mumba
CREATIVE STRATEGY / COPYWRITING