Beef Organs & Grass-Fed Colostrum
An ancestral-nutrition audience that's already skeptical of supplements as a category. The job wasn't to convince them organ meat is good for you — it was to prove these capsules aren't a workaround for the real thing.
Spec project — created as a portfolio case study, not live client work.
Beef Organs
Whole-animal organ supplement
Static ad — editorial angle
Static ad — branded
View VSL ad copy
View full VSL script
View static ad copy — branded
View static ad copy — editorial
The strategy behind it
The research made one thing clear about this market: the mechanism claims are exhausted. Every brand in the category leads with "grass-fed," "freeze-dried," "bioavailable," "nature's multivitamin." These were fresh in 2020. By now they're table stakes. Leading with any of them is the fastest way to disappear into the noise.
The angle I built this funnel around was the gap between what medicine says and what the patient feels. This avatar has done everything her doctor asked. Her labs came back normal. She was told she's fine. But she knows she's not, and she's been carrying that frustration alone for months, sometimes years.
That gap is the entry point.
The Doctor VSL was the right format for two reasons. First, the mechanism in this funnel carries real weight. Explaining why synthetic nutrients fail, why heme iron absorbs differently, why the form of a nutrient matters as much as the dose, all of that requires credibility to land. A UGC format wouldn't hold the argument. A physician framing does. Second, the Informed Sport certification, which no other organ supplement brand holds, is a trump card with this skeptical audience. A doctor delivering that proof feels earned. The same line from a testimonial speaker feels like marketing.
The ad copy was built around two separate emotional entry points. The first opened with the moment of recognition: "I didn't realize how bad I felt until I started feeling good." That line works because it meets the avatar where she is, not where the brand wants her to be. The second led with a reframe of the fatigue itself: the reason isn't sleep, stress, or effort. It's a nutrient gap the modern food system created and never filled. Both angles lead to the same mechanism and the same CTA, just through different emotional doors.
The advertorial lander was built to do the heavy lifting between the ad and the product page. Cold traffic from Meta needs more than a product description. It needs a story, a mechanism, proof, and a reason to trust the brand over the $22 Amazon option. The lander handled all of that before asking for anything.
Grass-Fed Colostrum
Male performance & recovery supplement
Static ad — editorial angle
Static ad — branded
View VSL ad copy
View full VSL script
View static ad copy — branded
View static ad copy — editorial
The strategy behind it
Colostrum presented a specific creative challenge: low category awareness combined with a product name that most people associate with infant nutrition, not adult performance. The market isn't skeptical of colostrum. They've just never thought about it in this context.
The angle I chose reframes colostrum as a missing biological input rather than another supplement. The core insight is that every compound serious athletes chase for recovery, IGF-1, immunoglobulins, growth factors, exists naturally in colostrum. The body already knows how to use it. It just stopped receiving it. That framing sidesteps the education problem by making the product feel like a return to something the body already understands, not a new intervention.
The VSL was built around a man watching a video of himself training two years ago. Same weights, same program, different recovery. That image is immediately recognizable to anyone in this avatar. The hook doesn't describe a feeling. It shows a specific moment of realization, which is a harder thing to scroll past.
The ad copy was split across two angles. The first came from a doctor voice targeting the gut health angle, specifically the zonulin mechanism behind bloating, immune suppression, and fatigue. The second led with the IGF-1 angle, framing colostrum as the legal, natural way to trigger the same recovery compound that gets athletes banned. That angle works because it borrows credibility from the prohibition itself. If it's banned for giving athletes an unfair advantage, the implication is clear without saying it.
The advertorial lander connected both angles under a single narrative: your recovery has a ceiling, and it's not your training. It's a foundational biological input your body stopped receiving. Colostrum removes that ceiling.
Brand brief — Heart & Soil
About the brand
Heart & Soil is a nose-to-tail supplement brand founded by Paul Saladino, MD, a physician who left conventional medicine after watching patients do everything right and still feel wrong. The brand is built on a simple premise: the nutrients modern people are missing aren't in their supplement cabinet. They were in the food their great-grandparents ate every week. Organ meats. The cuts the modern food industry left behind.
Target market
Their customer base is health-conscious, research-driven, and deeply skeptical of both the pharmaceutical industry and generic wellness brands. They've tried the multivitamins. They've done the greens powders. They want something that actually works, and they want to understand why it works before they buy it.
Beef Organs
Product: Beef Organs capsules (liver, heart, kidney, spleen, pancreas) — 180 capsules, $52 one-time / $46.80 subscribe.
Avatar: Women 35–55 experiencing persistent fatigue, brain fog, and low energy despite normal bloodwork. They've seen doctors, run labs, and been told they're fine. They don't feel fine. They've tried multivitamins, greens powders, and more coffee. None of it touched the actual problem.
Funnel stage: Cold traffic, Meta in-feed.
Assets produced: Doctor VSL script, 2 Facebook ad copy variations, fully designed advertorial lander, static image ads.
Grass-Fed Colostrum
Product: Free-Form Colostrum powder, 100% grass-fed, cold-processed — $53.99 one-time / $1.79 per day subscribe.
Avatar: Men 30–50 who train consistently and have noticed their recovery slowing down. They're doing the same program, eating the same way, sleeping the same hours. But the window between sessions keeps getting longer, and they've stopped feeling the way they used to after a hard week. They've added things to their stack. None of it fixed it.
Funnel stage: Cold traffic, Meta in-feed.
Assets produced: Male performance VSL script, 2 Facebook ad copy variations, fully-designed advertorial lander, static image ads.