Jay Taylor
Creative strategist for 8–9 figure brands

Jay Taylor

Lead creative strategist scaling DTC brands across 10+ European markets, with €8M+ in new revenue in the last 12 months alone.

€8M+new revenue I was responsible for, last 12 months
3xbusiness revenue tripled in 6 months, one account
€1.4Ma month in revenue, biggest account
1,000sof ads concepted, briefed and deployed on Meta
Brands I've worked with
  • FOOTSHOP
  • OH MY DOTZ
  • RHINOKEY
  • DR. KEGEL
  • LUMI
  • FOAMGRIP
  • SIMPLY-OFFGRID
  • Q-VIVA

Top performers

The accounts and ads that carried the budget. Numbers pulled straight from Ads Manager. Client names kept private.

Retail client back-to-school static
Account #1 €6.9M revenue in just 5 months

Responsible for the creative department and all top-of-funnel creative.

Statics · top of funnel
Seasonal events static
Account #2 €1.17M in new revenue

Wrote the top-performing static in the entire ad account, the one that carried the season.

Static
Account #3 3x business revenue tripled in just 6 months

Sold a calm evening, not a craft kit. My habit-swap voiceover was the top-performing ad of Q1.

Video · text story

Video ads

8 ads across deadpan UGC, cinematic story, prop demo, voiceover B-roll, hands-only, long-form VSL and native walkthroughs. Every one ships with a brief and script.

Deadpan UGC

This card nearly ended my marriage

Smart accessories brand · smart tracker card
Cinematic story

Came for the prostate

#1 kegel app · men's health app
Prop demo

Nobody explained this to you

#1 kegel app · men's health app
Voiceover + B-roll

Everything got smart except your keys

Smart accessories brand · key organiser
Hands only

A post-mortem for cheap keyrings

Smart accessories brand · titanium organiser
Long-form VSL

How to wash your car properly

Car-care launch · ran in Dutch
Text story

It's really getting too much

DTC brand · ran in Dutch
Native walkthrough

Which set suits you?

Home battery brand · ran in Dutch

Scripts

Four more, across a habit swap, an objection-handling two-hander, a story ad and a listicle for a strict-rules health category.

Voiceover · habit swap

Calm Night Reset

DTC brand. Reframes dot painting as a better wind-down than the TV. The top-performing ad of Q1.

Two-hander · objections

Have You Checked These Out

Smart accessories brand. Every time the mate pushes back, he gets handed something to try.

Story · men's health

Came for the Prostate

#1 kegel app. Gets past Meta's rules by coming in through the health door.

Listicle · symptom callout

Three Warning Signs

#1 kegel app. Three signs men blame on age, each reframed as a measurement of one muscle.

Static ads

Quick to make and seriously underrated. The fastest way to test whether an angle lands before it becomes a video.

Seasonal events static
Seasonal events · #1 staticTop performer in the account
Retail client collab drop static
Retail clientCollab drop · CZ
DTC brand static
DTC brandGift static
Retail client Jordan static
Retail client"Flying never goes out of style" · CZ
Wellness brand static
Wellness brandBundle offer
Retail client exclusives comparison static
Retail clientExclusives comparison · CZ
Hospitality brand static
Hospitality brandWeekend stay
Retail client Less Miami static
Retail client"Less Miami. More Lozenets." · BG
DTC brand static
DTC brandBlack Friday
Pet health brand static
Pet health brandProduct static
DTC brand static
DTC brandChristmas gift
Sports nutrition static
Sports nutrition brandBenefit static

How I work

I've built a DTC brand from launch to €2M in revenue on my own strategy, offers and creative, so I start with the margin, then build the creative that protects it. I've made ads every way there is: UGC creators, voiceover and B-roll from existing footage, motion and AI-assisted edits, and full production shoots.

I've planned whole shoot days myself: concepts, scripts, shot lists, actors, crew, plus the B-roll for months of new ads. One day can turn into 50+ ads. Many of these brands sell in the Netherlands and Belgium, so a lot of my scripts ship in Dutch. Every script here is shown in English.

Thanks for watching

I'd love to get on a call

If this is the kind of work you're looking for, I'm happy to book any time that suits you. South Africa, GMT+2, remote.

jaytaysay@gmail.com

"This card nearly ended my marriage"

The Smartcard is a tracker the size of a credit card. The hook grabs attention with a domestic drama, the wife's suspicion agitates it, and the reveal turns the joke into the selling point: it looks so much like a bank card that even she didn't recognise it.

Production brief Editor brief Script as aired
Hook

This card nearly ended my marriage.

Problem

I was just sitting on the couch, minding my own business, and my wife came in and she was like: "Hey, what is this? Are you hiding something from me? Do you have extra money?"

Twist

I said, "Honey, please. I wish I had extra money."

Product

But this is the Rhinokey Smartcard. It's a trackable card, 1.8 millimetres, and it sits right between my debit card and my credit card.

Payoff

It connects to Google Find Hub and Apple Find My, so I know exactly where my wallet is.

"Came for the prostate"

Men's sexual health is a strict-rules category on Meta, so the ad never sells performance head-on. It comes in through the health door: a doctor's check-up and a prostate recommendation, with the performance benefit arriving as a side effect he "found by accident". The claim lands as a story, not a promise.

The style Script
Hook

My doctor told me to start looking after my prostate. Nobody warned me about the other benefits.

Setup

So I went in for a check-up, and my doctor says look, at your age you want to start actually looking after your prostate. Nothing wrong yet, it's just that time. And what he actually recommended was an app. One that teaches you how to do kegel exercises properly.

Objection

Which, I'll be honest, I thought was just a girls' thing. That is genuinely what I said to him. Turns out men have exactly the same muscles.

Turn

So I start doing them. Five minutes a day, sitting on the couch, and nobody in my house has any idea. And then about a month in, I notice something that's got nothing to do with my prostate.

Payoff

My erections are harder. And I'm lasting longer. Noticeably.

Mechanism

It's the same muscles. There's one at the base that clamps down and traps the blood in when you get hard, and another one that controls how long you last. I'd been training both of them by accident for a month.

CTA

It's an app called Dr. Kegel. There's a quiz on their site you can take for free, and it sets the whole program up for you. Whatever reason you're doing it for.

"Nobody explained this to you"

A one-prop demo that explains the mechanism in sixty seconds: a balloon shows that the blood gets there fine, but nothing holds it in. It turns an embarrassing problem into a simple, fixable muscle, without a single claim Meta would flag.

Hook

Men, there's one thing about your erections that nobody has ever actually explained to you. And I'm going to do it with a balloon.

1

So getting hard? That's the easy part. Blood comes in, it fills up, everything works. And most men think that's the whole job done.

Demo

But watch what happens when I let go. That's not a blood flow problem. The blood got there absolutely fine. The problem is that nothing held it in.

Mechanism

The thing that's meant to hold it in is a muscle. It sits right at the base, it wraps around like a ring, and when you get hard it's supposed to clamp down and trap the blood inside. Strong, it seals. Weak, and it just leaks straight back out.

Second

When you were younger, this pointed up. That angle isn't vanity, it's a measurement of how strong the muscle along the root is. And that's also the muscle that decides how long you last.

Fix

Both of them train like any other muscle. Five minutes a day, sitting on the couch, and nobody around you would have the faintest idea.

CTA

There's an app called Dr. Kegel that runs the whole program, so you're actually doing them right. And there's a quiz on their site you can take for free.

"Everything got smart except your keys"

Agitates a problem men never noticed they had: the split ring they've carried their whole life is badly designed. Built to reach men who'd never search for a key organiser.

Production brief Editor brief Script as aired
Hook

Still opening your keys with your thumbnail like this? It hurts, man.

Problem

Your phone is smart, your wallet is thin, and there it is. A metal ring.

Agitate

When you're trying to open it, you break your nails. When you're sitting, it stabs you, and it makes a hole in your pocket. Cars drive themselves around, but we're still wearing this.

Solution

So here's the upgrade. It holds up to eight keys, and there's a light in it if you can't find the keyhole. There's even a multitool so you can open the beers.

Upsell

And there's even this version, the Rhinokey Smart. It has a tracker, so you know exactly where your keys are. Double-press it and you can even find your phone.

CTA

For me, this was the best upgrade for my keys, and I recommend you get one too.

A post-mortem for cheap keyrings

Hands only, no presenter. Three broken key organisers on a cold stone slab, handled slowly and seriously, like a coroner. The voiceover goes on afterwards, so every sound is recorded clean.

Production brief

"How to wash your car properly"

Attention with a stat that makes you doubt your own routine, interest through five steps you can actually use, desire from the clean result, and action with the bundle. The viewer leaves with the method in their head and FoamGrip as the brand that taught it.

Production brief Script (English translation)
Attention

Nine out of ten people wash their car wrong. And that's where most swirls come from.

Interest

Let me show you how to do it right. In five simple steps.

Step 1

Pre-rinse. Wash off the loose dirt before you touch anything.

Step 2

The two-bucket method. One for your soap, one for your water. With a grit guard on the bottom, because without it you put the dirt you just picked up right back on your paint.

Step 3

Wash with a paint-safe brush. Soft chenille microfibre, not hard bristles. One mitt per zone, or you drag the dirt from your wheels across your paint.

Step 4

Wheels separately. With a synthetic wool brush. No wire, no metal.

Step 5

Dry. Without streaks. The bigger the towel, the fewer the streaks.

Desire

And that's it. Five steps, fifteen minutes, not one scratch on your paint.

Action

Everything you need is in the Complete Wash Bundle. Order today, at your door tomorrow, 14 days risk-free.

"It's really getting too much"

A short PAS story with no voiceover. The problem is overwhelm, the agitation is the plea for something calm, and the solution is the dot painting, with the finished portrait as the payoff.

Editor brief On-screen text
1

It's really getting too much.

2

Can't we do something calm?

3

It'll be fine.

"Which set suits you?"

Cautious researchers spend weeks reading before they buy. Rather than shouting features, this one explains how a real system fits a real house, then makes the choice feel guided.

Production brief Editor brief

"Calm Night Reset"

Built on a habit everyone recognises: zoning out in front of the TV when your head won't switch off. Open on satisfying macro dotting, say why it works in plain language, end on your own photo on the wall. Ran in Dutch.

Hook

When my brain won't switch off, I do this for 15 minutes.

1

After a stressful day, I reach for this.

2

Podcast on. Phone down.

3

Hands busy. Mind finally slows down.

4

You just get into a rhythm.

5

And the best part? It's my own photo.

6

Once it's on the wall, I want to start the next one.

CTA

Visit OhMyDotz and upload your photo.

"Have You Checked These Out"

His mate hasn't seen the card before. Every objection gets answered with a demo instead of a claim.

Hook

(slides a card across the table) Hey man, have you checked these out? / No. What is it?

Him

It's a tracker. Shows up on the map on your phone, except it's a card.

Mate

That's a tracker?

Him

Slide it in your wallet.

Mate

It's just gone.

Him

One point eight mil. Sits with your bank cards.

Mate

Alright, that's not bad. But I'm on Android.

Him

There's an Android one and an iPhone one. You just pick yours.

Mate

And I'm not changing batteries every few months.

Him

(drops a card on the pad) You don't. It sits on this. Up to five months a charge.

Mate

Okay. I lose my bag more than my wallet, though. And my passport.

Him

(lays four cards out) That's why they come in fours. Wallet, bag, passport, suitcase.

Mate

No way. Four of these and a charger. That's going to be expensive.

Him

It's less than three of them on their own. And the charger's free. And if you don't like them, you've got a hundred days to send them back.

Mate

(picks up the box) Alright. Done deal.

"Came for the Prostate"

Men's sexual health has strict ad rules, so instead of selling performance head-on he comes in through the health door.

Hook

My doctor told me to start looking after my prostate. Nobody warned me about the other benefits.

Setup

So I went in for a check-up, and my doctor says look, at your age you want to start actually looking after your prostate. Nothing wrong yet, it's just that time. And what he actually recommended was an app. One that teaches you how to do kegel exercises properly.

Objection

Which, I'll be honest, I thought was just a girls' thing. That is genuinely what I said to him. Turns out men have exactly the same muscles.

Turn

So I start doing them. Five minutes a day, sitting on the couch, and nobody in my house has any idea. And then about a month in, I notice something that's got nothing to do with my prostate.

Payoff

My erections are harder. And I'm lasting longer. Noticeably.

Mechanism

It's the same muscles. There's one at the base that clamps down and traps the blood in when you get hard, and another one that controls how long you last. I'd been training both of them by accident for a month.

CTA

It's an app called Dr. Kegel. There's a quiz on their site you can take for free, and it sets the whole program up for you. Whatever reason you're doing it for.

"Three Warning Signs"

Three early signs most men put down to getting older, each reframed as a measurement of one muscle, which makes the fix feel simple and urgent.

Hook

There are three things that happen to a man before he gets ED. Most men think all three are just getting older. None of them are.

Sign 1

You dribble for a few seconds after you pee. That's the same muscle that keeps blood trapped in your erection. If it can't hold pee, it can't hold that either.

Sign 2

You wake up without morning wood. It's your body running a test on the whole system in deep sleep. No morning wood? The test failed.

Sign 3

It hangs lower than it used to. That angle isn't aesthetic. It's a measurement of how strong the muscle along the root is.

Stakes

One of those, your pelvic floor's weakening. Two, it's already affecting your performance. All three? You want to start now.

Solution

These muscles respond really fast to exercise. Even five minutes a day.

CTA

There's an app for it called Dr. Kegel. It starts with a quiz, takes about a minute, and you get your plan.