The Creative Behind an App Acquired by MyFitnessPal

The Challenge:

Cal AI had a massive library of UGC content scattered across folders and platforms, but no creative direction turning it into high-performing ads. They needed someone to take ownership of the entire creative pipeline — analyzing what was working in the market, identifying winning concepts from their existing assets, and producing ads at high velocity.

{{component-cta}}

The Solution:

I came on as the creative director with full autonomy. No briefs handed to me. I was the one building the vision. I analyzed competitor ads and organic content across the fitness and nutrition space, then used Cal AI's existing UGC library plus any new content (like the founder's Fox Business appearance) to produce 3–5 ad concepts per week, each with 3 hook variations. The Fox Business clip in particular, I cut it into a raw, UGC-style ad that felt native to the feed rather than polished corporate content.

{{component-video-grid}}

The Results:

The Fox Business ad became one of Cal AI's top-performing creatives and is still running over 6 months after my engagement ended. The creative velocity and system I built helped fuel the growth that ultimately led to Cal AI's acquisition by MyFitnessPal.