Work · the spec slate

8 ads built for Mejuri.

Eight, not fourteen, on purpose. Mejuri is a brand where every pixel gets reviewed, so this slate is short and every ad keeps the giant-wordmark static signature the account already runs. Each one opens a persona or angle the live library has never tested (Gift Buyer, Busy Professional, Luxury Buyer, Fashion Conscious, Budget Optimizer, Social Belonging, Convenience) in a format family the library has at zero (features and benefits, bullet points, before and after, offer, UGC, us versus them). Drafts, not finals: every real concept passes a strategist and an editor. Every claim is verbatim from mejuri.com; every review is a real named review. No faces are rendered by AI.

Same wordmark. New personas.
8
spec ads
8
personas, 5 at zero in your library
8
format families
0
invented claims
Gift Buyer 01. The gift with no size to get wrong.
01 · Features and benefits
The gift with no size to get wrong.
Four verified spec labels (18k gold vermeil, hypoallergenic, clicker closure, 12 mm) around the pair, with free returns and the 2 year warranty in the kicker. Answers the one fear a partner has buying jewelry: sizing.
Busy Professional 02. tube huggies, day 40
02 · Notes app
mejuri tube huggies, day 40
A phone-notes list built from two real reviews (gym, standup, slept in them, zero snags). Bullet-point formats sit at 0% in the library.
Luxury Buyer / quality skeptic 03. Precious inside and out.
03 · Product hero, macro
Precious inside and out.
One tube, clasp open, rim-lit on black, with the vermeil facts nobody else prints: 2.5 micron 18k gold, palladium layer, 91% recycled silver.
Fashion Conscious 04. Same hoop. Different week.
04 · Before and after
Same hoop. Different week.
The split panel: bare hoop, then the hoop wearing the pearl and pave star charms. Transformation angle, 0% in the library.
Budget Optimizer 05. Fine jewelry for $98.
05 · Offer, price as hero
Fine jewelry for $98.
Price/Value is the biggest angle gap in the account (23 points). No discount, just the honest number at hero scale.
Friend-group buyer 06. the group chat
06 · Native UI over lifestyle
the group chat
An iMessage thread over a real getting-ready vanity with the open jewelry box. Social Belonging: 21 points of benchmark share, untested.
Broad first-timer 07. Never brass.
07 · Type only
Never brass.
The mission line, verbatim, as a black poster. No product, no photo: the format the account never runs.
Traveler 08. Packed one pair for Italy.
08 · Reddit post UI
Packed one pair of earrings for 12 days in Italy.
A Reddit post in r/jewelry, screenshot-real: title, body, the pair on a hotel sheet, the vote bar. Convenience angle in the one format nobody reads as an ad. UGC and social formats sit at 0% in the library.
What is enforced on every one of these: spec drafts on Mejuri's own product photography and live site tokens; every number and review verbatim from mejuri.com on September 14; nothing depicts a face; nothing is on sale.

The slate is the pre-read.

These 8 come from one call, a subsample of your live ad account, and Mejuri's own site. The full engine runs on your complete ad library, your customers' own words, and the weekly brief-and-approve loop your team already runs. Kickoff Wednesday puts the first briefs in Slack Monday.

See the pricing What we heard on the call Book the kickoff →
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