Writing about ads that work

Practical notes on creative, platform sizing and where generative tooling actually earns its place. No growth-hacking listicles.

What AI is genuinely good at in ad creative, and where it still falls over

An honest assessment of generative models in advertising, including the one thing they reliably get wrong and how to work around it.

Correct dimensions for Instagram, Facebook, YouTube, X and LinkedIn, plus the safe areas each platform quietly reserves for its own interface.

Attractive creative and effective creative are not the same thing. Here is what consistently moves the numbers, and what only moves the compliments.