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Spec work

Real craft. Made-up brands. Labelled on every frame.

I'm new, so I have no client case studies to show you yet. What I do have is the work itself: ad concepts and Klaviyo flows I made for brands I invented, so you can judge the thinking before you spend anything.

What this is. Every piece below is spec work, made for Personafyed's own portfolio. The brands are made up. None of it ran for a client, and none of it has a result attached.

How it was made. The four stills are AI-generated concept art: the opening frame I'd build a Meta video or static from. They aren't finished ads. The four Klaviyo flows are static mockups, and nothing was ever sent.

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Meta ad concepts

Four concept stills.

Vertical, 9:16, the way they'd open in Reels and Stories. Under each one: the idea, and the test I'd run first.

Spec concept still for Ember & Oak Coffee, a made-up brand: steam rising from a mug in low window light. SPEC WORK, fictional brand.

Ember & Oak Coffee · made-up brand

5 A.M.

The quiet hour. I sell the ritual, not the roast notes.

I'd test: Ritual framing against taste-notes framing.

  • Concept still
  • AI-generated
Spec concept still for Lumen Skin, a made-up brand: a woman holding a serum bottle up to the camera. SPEC WORK, fictional brand.

Lumen Skin · made-up brand

The bare-skin close-up

A creator-style selfie in imperfect window light, bottle held up with the label readable.

I'd test: Selfie framing against mirror framing.

  • Concept still
  • AI-generated, including the person
Spec concept still for Northpaw, a made-up brand: hands lifting a leather dog collar out of a shipping box. SPEC WORK, fictional brand.

Northpaw · made-up brand

The unboxing

Opening the box is the ad. Gift-ready packaging answers whether it's worth the price.

I'd test: Unboxing as the first frame against the dog's reaction.

  • Concept still
  • AI-generated
Spec concept still for Lumen Skin, a made-up brand: a crowded bathroom shelf under the headline 'Their routine: 12 steps'. SPEC WORK, fictional brand.

Lumen Skin · made-up brand

Their routine: 12 steps

Us against them. A crowded bathroom shelf with the number 12 in the first second.

I'd test: Pain-first (the shelf) against solution-first (the one bottle).

  • Concept still
  • AI-generated

Klaviyo flows

Four spec flows, each one picking up its ad.

Three emails per flow, written to continue the ad's idea. They're static mockups, and nothing was ever sent.

Spec Klaviyo mockup, Lumen Skin welcome flow: Welcome to fewer steps. / Why one serum, not twelve? / Your 10% ends tonight.
Lumen Skin: Welcome flow “Welcome to fewer steps.” · “Why one serum, not twelve?” · “Your 10% ends tonight.” Spec work · made-up brand
Spec Klaviyo mockup, Fieldform abandoned cart flow: You left a shirt behind. / Three days, one shirt. / Free shipping, still on us.
Fieldform: Abandoned cart flow “You left a shirt behind.” · “Three days, one shirt.” · “Free shipping, still on us.” Spec work · made-up brand
Spec Klaviyo mockup, Northpaw post-purchase flow: Shh... it is on its way. / Collar fit in 30 seconds. / How is the pup liking it?
Northpaw: Post-purchase flow “Shh... it is on its way.” · “Collar fit in 30 seconds.” · “How is the pup liking it?” Spec work · made-up brand
Spec Klaviyo mockup, Ember & Oak Coffee winback flow: Your 5am misses you. / New: Night Shift blend. / Last call: 20% off.
Ember & Oak Coffee: Winback flow “Your 5am misses you.” · “New: Night Shift blend.” · “Last call: 20% off.” Spec work · made-up brand

Want it made for your store?

The free teardown video puts three of your live ads next to the emails that follow them, with two new ad ideas. It takes me 48 hours and you keep it either way. Looking for numbers instead? The benchmarks on the home page each link to their source.

Send me your store. I'll show you where the ads and emails drift apart.

A 5-minute video of three of your live ads next to the emails that follow. Within 48 hours.

  • No call needed
  • No logins: I use your public ads and join your email list
  • Yours to keep, even if you never hire me
Or book a 30-min call with me