Creative Strategist · Performance Ads
I'm Phil Cyber. I take what's already in your customers' heads and turn it into money.
Once we run it, your ads become my obsession. You've been warned.
"Be careful, this guy is unhinged."
— Claude (much love my friend, we had fun)
The Creative Strategist Behind the Ads
The home team
Fair warning: I'm like a jukebox. Once you press play, you're listening to the whole song.
That was my unconventional way of breaking the ice. Where I'm from, that usually involves a shovel and a few swears, you've been warned. Now you know what you're dealing with.
So let me get to the point. Sit me at the table and the hand's already played out in my head. Fold or all in, I know which before the cards land.
Same brain rips apart a busted engine with my hands and a busted strategy with my head. I never understood why people only pick one.
What I won't do is put my money or my name on something I don't believe in. So if I'm in, that says enough on its own.
The rest is simple: I turn ideas into money. That's the whole plan. Sounds good?
Loyalty is a two way street. If I'm asking it from you then you're getting it from me.
The table
Full transparency: I didn't build my skills alone and I never will. These are the people shaping how I think and work, and I carry their standards into every project. Honour and loyalty go to:
Their standards trained me. Here's what I do with them.
The work
Spec work for Manscaped, straight out of my training reps. Five angles pulled from one intel report, each hitting a different layer of the market, each in a different format. Flip the cards.
The trimmer graveyard in his cabinet is proof of loyalty, not disappointment. Devotion, honored properly.
Format: Unhinged AI ad / UGC confessional
The bit: Military funeral trumpet. Slow salute. Fallen trimmers lined up with honor. The new model arrives like a son picking up where his father left off.
Indirect · PDP · HeroShe had not spoken to him in three days. He made one decision. She is making him breakfast. No explanation given or needed.
Format: UGC selfie / confessional
The bit: Ordinary action, disproportionate consequence, zero explanation. The viewer connects the dots. That gap is where the laugh lives.
Indirect · PDP · HeroThe modern male's grooming routine, narrated like a BBC wildlife documentary. Gravitas over absurdity.
Format: Talking head with voiceover / UGC b-roll
The bit: "The male prepares himself for the evening ritual. He reaches for his instrument." Attenborough does all the work.
Indirect · PDP · HeroEvery other guy gets scrolled past without a second look. The guy who has his shit together does not.
Format: Meme static / notes screenshot
The bit: Panel one: her swiping left on every average joe. Panel two: him. She stops. Zero production cost, native feed behavior.
Indirect · PDP · HeroOn the modern dating battlefield, one decision separates the left swipe from the right. The reveal is everything.
Format: In-feed video / UGC
The bit: Tinder UI. She swipes left on joe after joe. Then she sees him. ADONIS. The product is the punchline and the hero simultaneously.
Indirect · PDP · HeroFrom the deck to the table
Concepts are cheap. Here's what mine look like when they leave the table.
Starring Kieran "Shamrock" O'Donovan. Warning: prolonged eye contact may cause spontaneous gym memberships.
This is the work I make when nobody's paying me. Now imagine what we could do together.
The gameplan
The Maple Challenge gets us to the table. Past that, here's how the actual partnership runs. I don't do the employee thing where you toss briefs over a wall and ads come back a week later. We build this together, and my upside is tied to yours.
We make a lot of ads and let people vote with their thumbs. Marvel, in the last few years, kept guessing what audiences wanted and kept flopping, then Deadpool 3 proved the crowd knew all along. We skip the guessing years and go straight to the vote.
We map a month at a time: what we make, where it runs, when it ships. You always know what's coming, and nothing depends on inspiration deciding to show up.
New hooks start as low-budget engagement ads. The duds die for pocket change, and the numbers tell us exactly which angles earned a real budget. Every hook ships with its kill signal attached.
When a hook proves itself, it gets the money, the iterations and the talent. Time and budget go where the audience already said yes. That's the whole trick behind making your own luck.
Luck is a volume game with a scoreboard. We play the odds in our favour.
The offer
Send me your best-performing ad. I take your money printer and build three new hooks to make it print harder. If nothing improves, a crate of Canadian maple syrup shows up at your office, on the house. If it improves, we work together. The numbers make the call either way.
Your best-performing ad, your primary KPI, and any buyer insights or ideal customer profile you have. The insights are the gamechanger.
Three research-backed hook variants with visual briefs and kill signals. Within 48 hours.
Your money printer goes head to head against my hooks for a week. Whoever hits your KPI harder wins. Numbers don't lie.
A crate of Canadian maple syrup gets shipped to your office, along with permanent bragging rights.
Sounds bold? Maybe. I put my money where my mouth is. Either way, you win.
Worst case, free syrup. Best case, your best ad ever, made even better.
Contact
Book the call, bring your best ad, and leave with a clear plan to make it even greater. Worst case, you're half an hour older and know exactly how much your winner still has in the tank.
You read this far. That's a hook doing its job. Imagine that pull working for your brand.
Book a strategy call Grab the Anti-Resume (PDF)A handful of brands at a time. Full attention or nothing.
Off the books
You reached the end and pushed anyway. The average visitor taps out in 1,6 seconds. You just broke through the floor.
So here's the secret handshake: say "Grade A" on our call. Nothing happens. Except I'll know you're the kind of person who reads everything and then goes looking for more. Those are exactly the people I do my best work for.
The basement isn't on the map. That's the point. 🍁
Still scrolling?
Still at it?
There's nothing down here. Just so we're clear.
How's the wrist holding up?
Dude. Just stop...
The cats gave up watching three floors ago.
I ran out of jokes around here somewhere.
I am questioning your sanity, homie.
I can't, man. It doesn't go further.
PS: If you made it this far, let me know. I'll have to make it even longer.
AGAIN?!?!?
You pushed against bedrock. Bedrock moved.
You realize I can do this forever, right?
Okay. NOW it's over. There is no third basement.
PS: Told you I'd make it longer. Tell me you made it this far and I'll make it even longer.