The Lens of Peet

Field Notes

Thoughts on creative strategy, performance creative systems, UGC, and the infrastructure that makes ads actually work.

Workflow / Systems December 15, 2025

The Brief Is the Product: How to Write UGC Briefs That Don't Get Ignored

Most UGC briefs fail because they're inspiration documents, not specifications. Here's how to write briefs that prevent creator drift and revision hell.

Systems / Growth December 12, 2025

Stop Spaghetti Testing: A Creative Testing Framework for Meta Ads

Most brands test creative randomly. The M1-M3 framework gives you a structured 90-day roadmap for scaling what works and killing what doesn't.

Creative Strategy / UGC December 8, 2025

Why Polished Ads Underperform on Meta and TikTok

The rough, unscripted UGC consistently beats polished brand content. Here's why friction builds trust and how to use it in your creative strategy.

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