Batch 90
Status: ready_for_review · Triggered by: michelle · Brief: glp-1 based on ad scene map
090-001 — Half a Bowl In and My Stomach Taps Out
Status: pushed_to_notion by kevin at 7/22/2026, 9:24:17 AM · Platform: meta · v1 · link
Sources (3)
- Graduation Learnings — Stitch Nausea (graduated 2026-06-09, $45.73 test CPP): "if instant noodles make you nauseous mid-bowl, your body might not hate ramen. It might just hate that kind of ramen." Symptom-led open is why it converted where six mechanism stitches died.
- Strategy Brief May 25 → Jun 7: "symptom-led converts where education-led died."
- Audience Atlas / GLP-1 User: pre-immi failed alternatives include "protein shakes (most report nausea or taste-aversion)" and "chicken breast meal prep (texture aversion + chewing fatigue)."
Context (5)
- Angle: The tolerability door — since her appetite changed, most food sits heavy and turns her stomach a few bites in, so she stopped eating rather than feel sick. Warm broth is the one thing that goes down. Symptom-first demand-gen; medication never named.
- Channel tag: assembly-video
- Priority: high — replicates the exact shape of the only two graduated creatives in this territory (Stitch Nausea, On A GLP-1); symptom open + mid-spot macro is the proven mold.
- Research signal: Stitch Nausea graduation ($46 CPP) + GLP-1 Atlas "nausea / taste-aversion" failed-alternatives list.
- Template used: Template 9 (Assembly Video) — symptom-led Problem → Solution
- Arc: symptom → escalation (skipping entirely) → sensory relief → craveability → macro proof → payoff → CTA
- Scene count: 8
- Runtime: ~47s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Video. Person on couch, holding stomach in pain | (none) | "Four bites in and my stomach just taps out. Anyone else? Since my appetite changed, most food turns on me halfway through." |
| [0:04-0:10] Video. Stitch reaction to being too tired to cook and would rather starve | (none) | "So I stopped eating. Not on purpose — it just felt easier to skip it than to feel sick for the next two hours." |
| [0:10-0:16] Video. Macro close up of broth filling up spoon | (none) | "The thing that finally worked was warm broth. Sip first, let it settle, then eat." |
| [0:16-0:21] Video. Person pleasantly reacting to immi's broth | (none) | "And this broth is genuinely good — deep, savory, a little rich. Not the salt bomb I was bracing for." |
| [0:21-0:27] Video. Macro close up of someone taking a satisfying bite | (none) | "Then the noodles. Real chew, no heaviness sitting on my chest afterward." |
| [0:27-0:34] Video. Nutrition panel | 28g protein · 12g fiber · 350 cal | "And here's why it matters that I can actually finish it — twenty-eight grams of protein and twelve grams of fiber in about three hundred fifty calories." |
| [0:34-0:40] Video. Creator GLP-1 small-meal bite with on-screen small meal caption | (none) | "When you're only getting through a small meal, that small meal has to be worth it. This one is." |
| [0:40-0:47] Image. Product front/back | immieats.com | "It's immi. Ready in five minutes. Whole Foods, Sprouts, Target, or immieats.com." |
Tag:
090-002 — Meat Turned On Me
Status: pending · Platform: meta · v1
Sources (3)
- Audience Atlas / GLP-1 User: "chicken breast meal prep (texture aversion + chewing fatigue on GLP-1)" and "protein bars (too dense, often nauseating)" are the two named failed alternatives.
- performance-notes.md (Mar 22, 2026): "every script needs a dedicated craveability scene — specific sensory detail + a real reaction moment."
- Strategy Brief Jun 22 → Jul 5: the one Macro Callout graduate "opens on a taste claim, not a macro stat."
Context (5)
- Angle: The protein-source aversion door — chicken, steak and shakes became physically unappealing (texture, chewing fatigue, chalk), so the protein advice everyone gives is useless. immi delivers it as noodles and broth with nothing to chew through. Taste-first arc — opens on the smell, reveals the problem second.
- Channel tag: assembly-video
- Priority: high — attacks the persona's single most specific unsolved problem (protein you physically can't get down) with a craveability-first open, the arc shape the graduation data favors.
- Research signal: GLP-1 Atlas failed-alternatives list; Michelle's Mar 26 arc-variation rule (arc D: craveability first).
- Template used: Template 9 (Assembly Video) — craveability-first / objection reframe
- Arc: sensory hook → problem reveal → craveability escalation → creator proof → macro proof → CTA
- Scene count: 7
- Runtime: ~42s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Video. Person reacting pleasantly to the smell of the ramen | (none) | "This is the first thing that's actually smelled good to me in about three weeks." |
| [0:04-0:09] Video. Macro close up of broth filling up spoon | (none) | "Savory, garlicky, warm. I didn't have to talk myself into it." |
| [0:09-0:16] Video. Person on couch feeling sluggish and lazy | (none) | "Because here's what nobody warns you about — when your appetite changes, meat is the first thing to go. Chicken, steak, all of it. Just chewing it felt like work." |
| [0:16-0:22] Video. Macro close up of someone slurping up noodles | (none) | "Noodles, though? Noodles I can do. Slurp it, done, nothing to fight with." |
| [0:22-0:28] Video. Creator remarking on the heft of a forkful of immi noodles mid-mukbang | (none) | "And it still eats like a real meal — that forkful has actual weight to it." |
| [0:28-0:35] Video. Holding immi pack tilted to camera to highlight 28g protein callout | 28g protein · 12g fiber | "Twenty-eight grams of protein and twelve grams of fiber, and I never had to look at a piece of chicken." |
| [0:35-0:42] Video. Flavor lineup | immieats.com | "immi. Three flavors, five minutes. Grab it at Whole Foods, Sprouts, Target, or immieats.com." |
❌ Reject
🔄 Revise
090-003 — "Did You Actually Eat Today?"
Status: pending · Platform: meta · v1
Sources (3)
- performance-notes.md (Mar 17, 2026): DEMAND-GEN test — "would someone who has NEVER heard of immi stop on this?" The partner-observer open passes; it's a relationship moment, not a product claim.
- Audience Atlas / GLP-1 User: "skipping meals → muscle loss + worse side effects" is the documented failure loop.
- Typeform canonical purchase-decision verbatim (2026-05-11): word-of-mouth from a family member is the strongest documented purchase trigger in the 35-65 cluster.
Context (5)
- Angle: The observer door — the person who notices you're not eating isn't you, it's your partner. The ad enters through someone else's worry rather than your own symptom. Demand-gen; medication never named.
- Channel tag: assembly-video
- Priority: high — a genuine demand-gen open that stops a cold viewer, and the only edit in the batch entered from a second person's point of view.
- Research signal: Demand Gen vs Capture (50/50 rule) + Typeform word-of-mouth purchase-trigger paragraph.
- Template used: Template 9 (Assembly Video) — demand-gen / relational open
- Arc: external observation → self-recognition → 5-minute solution → craveability → macro proof → payoff → CTA
- Scene count: 8
- Runtime: ~46s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Video. Woman coming home from work | (none) | "My husband started asking me the same question every single night. Did you actually eat today?" |
| [0:04-0:10] Video. Stitch reaction to a busy parent forgetting to feed themselves | (none) | "And most nights the honest answer was no. Not because I was being good about it — I just wasn't hungry, and by the time I noticed, it was nine o'clock." |
| [0:10-0:16] Video. Dropping ramen brick into boiling pot of water | (none) | "So I stopped trying to cook a whole meal I didn't want. Five minutes, one pot, done." |
| [0:16-0:22] Video. Macro close ups of fully garnished ramen bowl | (none) | "Look at that. Rich broth, springy noodles, and it takes about as long as boiling water." |
| [0:22-0:27] Video. Person pleasantly reacting to immi's noodles | (none) | "First bite and I remembered why I used to like eating." |
| [0:27-0:34] Video. Nutrition panel | 28g protein · 12g fiber · 350 cal | "Twenty-eight grams of protein, twelve grams of fiber, three hundred fifty calories. So the one meal I do eat actually carries me." |
| [0:34-0:39] Video. Person on couch with a laptop feeling productive | (none) | "Now when he asks, I've got an answer. And I'm not running on empty at ten p.m." |
| [0:39-0:46] Image. Product front/back | immieats.com | "It's immi. Find it at Whole Foods, Sprouts, Target, or order at immieats.com." |
❌ Reject
🔄 Revise
090-004 — I Fed Everyone Else and Forgot Myself
Status: pushed_to_notion by kevin at 7/22/2026, 9:24:41 AM · Platform: meta · v1 · link
Sources (3)
- Strategy Brief Jun 22 → Jul 5, Next Batch Mix: "2 × Parent — multi-kid video taste test… never produced this cycle." Wait Until the Kids Try It is still the most-scaled creative in the program (5 weeks, 96 purchases).
- performance-notes.md: Parent lane's winning frame is "they don't know it's high protein, high fiber ramen."
- Audience Atlas / GLP-1 User: the job is "a lunch they can actually finish" — the household version of that is cooking for everyone else and skipping yourself.
Context (5)
- Angle: The household door — you're still the one making dinner for the whole family even on the days you can't eat, so you feed them and skip yourself. One pot feeds the kids AND is the one thing you'll finish. Parent lane × small appetite; medication never named.
- Channel tag: assembly-video
- Priority: high — doubles as one of the two fresh multi-kid Parent cuts the last Strategy Brief asked for and never got, while opening a GLP-1 door nobody's used.
- Research signal: Wait Until the Kids Try It (most-scaled creative, ATC softening → brief explicitly requests fresh cuts) + GLP-1 Atlas "lunch they can actually finish."
- Template used: Template 9 (Assembly Video) — household / dual-benefit
- Arc: caretaker problem → kid proof → the one-pot fix → craveability → macro proof → household punchline → CTA
- Scene count: 8
- Runtime: ~45s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:05] Video. Mom drains immi noodles in a colander then her toddler in a red graphic tee takes a mid-bite reaction eating with a blue spoon | (none) | "Here's the thing nobody tells you — you still have to feed everyone else on the days you can barely eat yourself." |
| [0:05-0:10] Video. Teen son eating ramen from a polka-dot bowl with a fork | (none) | "So I'd make them dinner, watch them eat it, and then stand at the counter with nothing." |
| [0:10-0:16] Video. Person rummaging through immi packets | (none) | "Now I make one thing and we all eat it. Same pot, same five minutes." |
| [0:16-0:22] Video. Removing ramen brick from packaging | (none) | "Packet in, five minutes, three bowls. That's the whole operation." |
| [0:22-0:28] Video. Macro close up of ramen loading onto spoon | (none) | "And it's good ramen. Rich broth, real chew — the kind you'd want even on a normal day." |
| [0:28-0:35] Video. Holding immi pack tilted to camera to highlight 28g protein callout | 28g protein · 12g fiber | "Twenty-eight grams of protein and twelve grams of fiber a packet, which matters a lot more when it's the only bowl you get through." |
| [0:35-0:40] Video. On-screen parent caption they have no idea this ramen is actually good for them | (none) | "They think they're getting ramen for dinner. I'm not correcting them." |
| [0:40-0:45] Video. Flavor lineup | immieats.com | "immi. Three flavors at Whole Foods, Sprouts, Target, and immieats.com." |
Tag:
090-005 — When You Only Get One Bowl, It Has to Count
Status: pending · Platform: meta · v1
Sources (3)
- Strategy Brief Jun 22 → Jul 5: "4 × Us vs. Them — founder-VO reframe + stat proof-comparison static (the execution actually briefed). The one scaling Us vs. Them creative with no funnel bleed (Instead Try immi) uses this exact shape." ATC +2.2pp at scale — the only creative on the watchlist not bleeding.
- performance-notes.md (Mar 25, 2026): founders are "two guys who left their corporate jobs" — never name an industry.
- Strategy Brief May 11 → May 24: "No more slow founder-origin cuts. If founder content runs, it's founder-direct-to-camera opening on a problem, not a story."
Context (5)
- Angle: Founder-VO reframe + stat proof-comparison — the category built instant ramen to be cheap, which is fine until the day you can only finish one small meal, and then a cheap bowl is a wasted one. Problem-open founder direct-to-camera; medication never named.
- Channel tag: assembly-video
- Priority: high — the exact execution the last Strategy Brief requested 4 slots of and the only shape on the scaling watchlist with a healthy funnel; aimed at a fresh audience.
- Research signal: Instead Try immi / The Problem Was the Goal — founder-VO + proof comparison, 2 confirming data points.
- Template used: Template 9 (Assembly Video) — founder-VO / Us vs. Them proof comparison
- Arc: founder problem-open → villain proof → build → craveability → stat proof → origin payoff → CTA
- Scene count: 8
- Runtime: ~48s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Video. Kevin behind kitchen counter yelling "Stop! Stop eating cheap instant ramen." | (none) | "Stop. Stop eating cheap instant ramen — especially if you're only getting through one real meal a day." |
| [0:04-0:11] Image. Nutritional labels of traditional instant ramen | (none) | "Look at what's actually in a standard packet. It was engineered to be cheap and fast. Nobody was asking what it does for you." |
| [0:11-0:17] Video. Kevins focusing on recipe development in their kitchen | (none) | "We're the two who left our corporate jobs to fix that. Not to make a health food — to make ramen that earns its spot when your appetite is small." |
| [0:17-0:23] Video. Kevins testing different noodle prototypes | (none) | "Two years of prototypes to get noodles that still have real chew and a broth you'd actually crave." |
| [0:23-0:29] Video. Macro close up of someone taking a satisfying bite | (none) | "That's the bar. It has to taste like the thing you were craving, not the thing you settled for." |
| [0:29-0:37] Video. Nutrition panel | 28g protein · 12g fiber · 350 cal | "Twenty-eight grams of protein. Twelve grams of fiber. Three hundred fifty calories. Same five minutes as the cheap stuff." |
| [0:37-0:42] Video. Kevins with the first official immi packet | (none) | "Three million households later, we still make it the same way." |
| [0:42-0:48] Image. Product front/back | immieats.com | "immi. Seven thousand stores — Whole Foods, Sprouts, Target, CVS — or immieats.com." |
❌ Reject
🔄 Revise
090-006 — It Doesn't Taste Like a Healthy Alternative
Status: pending · Platform: meta · v1
Sources (3)
- Strategy Brief Jun 22 → Jul 5: "8 × Social Proof — authentic reaction/taste cold-open video (enforce the hook rule): creator bite or taste reaction in frame 1, no macro stat or curiosity-gap opener." Only 2 of 8 ran last cycle, both the wrong open, both killed.
- Michelle (Mar 25, 2026): "UGC review compilations are good — spoken review groupings are appreciated."
- unknown: Graduation Learnings — The Bowl After the Set graduated at the cycle-low $21.32 CPP off a cold-open reaction ("That's so good").
Context (5)
- Angle: Reaction-first social proof compilation — every clip is somebody's genuine surprise at the taste, stacked back to back, with the small-appetite relevance landing as a single mid-spot line rather than a frame-1 claim. No macro cold open, no listicle.
- Channel tag: assembly-video
- Priority: high — the reaction/taste cold-open the brief has now requested twice and received twice in the wrong shape; highest-velocity assembly format in the batch.
- Research signal: The Bowl After the Set ($21 CPP, reaction cold-open) + the standing 8-slot Social Proof ask with the hook rule enforced.
- Template used: Template 9 (Assembly Video) — reaction-first social proof compilation
- Arc: taste reaction cold-open → stacked reactions → small-appetite relevance → macro proof beat → craveability → CTA
- Scene count: 7
- Runtime: ~40s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Video. Creator sips the broth first then lifts the noodles, shocked it doesn't taste like a healthy alternative | (none) | (clip audio) "Wait — that does not taste like a healthy alternative. That tastes like ramen." |
| [0:04-0:09] Video. Creator with bangs and space buns lifting noodles from a glass bowl at a marble counter — Craving Comfort After a Long Day / b5a00ccbf | (none) | (clip audio) "The noodles actually hold up. They're not mushy, they've got real bite." |
| [0:09-0:15] Video. Creator eating immi and calling it the perfect high-protein meal | (none) | (clip audio) "This is the perfect satisfying ramen meal. I'm not being nice about it." |
| [0:15-0:21] Video. Creator in a striped tee eats noodles under a persistent 350 calories 28g protein 12g fiber 0g sugar caption stack — 015-video-9x16-v1 / c8af7f967 | (none) | (clip audio) "And I finished the whole bowl, which — lately — does not happen." |
| [0:21-0:28] Video. Close-up chopstick noodle-pull from an immi bowl with on-screen caption IMMI RAMEN 350 CALS 28G OF PROTEIN — 350 Cals 28g Protein The Macros Are Insane / c3f658e4b | 28g protein · 12g fiber · 350 cal | (clip audio) "Three hundred fifty calories, twenty-eight grams of protein, twelve grams of fiber. The macros are insane." |
| [0:28-0:34] Video. Close up of satisying broth | (none) | "That's the part that gets people. It's a genuinely good bowl of ramen first, and the numbers are just true underneath it." |
| [0:34-0:40] Image. Flavor lineup | immieats.com | "immi. Three flavors, five minutes. Whole Foods, Sprouts, Target, or immieats.com." |
❌ Reject
🔄 Revise
090-007 — Four Bites of a Forty-Dollar Entrée
Status: pending · Platform: meta · v1
Sources (3)
- Audience Atlas / GLP-1 User: the job is a meal "they can actually finish" — restaurant portions are the sharpest daily version of that failure.
- performance-notes.md (Mar 26, 2026): write direct-to-viewer — ❌ "She's about to spend $45 on delivery" ✅ "Stop spending $45 on delivery."
- Strategy Brief May 25 → Jun 7: Your Body Is Telling You Something graduated at $42 by "recasting healthy eating as a logistics problem, not a willpower one."
Context (5)
- Angle: The social-eating door — going out stopped being fun because you order a full plate, eat a quarter of it, and sit there feeling watched. Reframes the fix as logistics (a small warm bowl at home you'll finish), not discipline. Medication never named.
- Channel tag: assembly-video
- Priority: medium-high — a specific, un-mined occasion with real social friction behind it, and it borrows the convenience/logistics reframe that graduated at $42.
- Research signal: Your Body Is Telling You Something (logistics reframe, $42 CPP) + GLP-1 Atlas "meal they can actually finish."
- Template used: Template 9 (Assembly Video) — occasion / objection reframe
- Arc: social-friction problem → the avoidance behavior → substitute occasion → craveability → macro proof → purchase moment → CTA
- Scene count: 8
- Runtime: ~46s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:05] Video. Person eating junk food at a table alone. Looking guilty and insecure | (none) | "Ordering a forty-dollar entrée and eating four bites of it got old really fast." |
| [0:05-0:11] Video. Person rummaging through immi packets | (none) | "So I started staying in. Not because I'm antisocial — because I'd rather eat something I can actually finish than push a plate around while everyone watches." |
| [0:11-0:17] Video. Dropping ramen brick into boiling pot of water | (none) | "This is the whole dinner now. Five minutes, one pot." |
| [0:17-0:23] Video. Garnishing bowl of ramen with toppings | (none) | "Scallions, a soft egg if I'm feeling it, and it looks better than what I was ordering anyway." |
| [0:23-0:29] Video. Person pleasantly reacting to immi's noodles | (none) | "And it's rich. Real broth, real chew — this isn't a sad little bowl." |
| [0:29-0:36] Video. Nutrition panel | 28g protein · 12g fiber · 350 cal | "Twenty-eight grams of protein, twelve grams of fiber, about three hundred fifty calories — a portion I'll finish, that still counts as a meal." |
| [0:36-0:41] Video. Person on immi's website ordering ramen | (none) | "I keep a box of it in the pantry now so I never have to make that decision hungry." |
| [0:41-0:46] Image. Product front/back | immieats.com | "immi. Order at immieats.com, or grab it at Whole Foods, Sprouts, and Target." |
❌ Reject
🔄 Revise
090-008 — Nobody Warns You About After
Status: pending · Platform: meta · v1
Sources (3)
- Audience Atlas / GLP-1 User: "I'm prioritizing protein because it eats my muscle if I'm not careful" — the after-phase is where that fear becomes a habit question.
- performance-notes.md (Mar 12, 2026): NO weight numbers, NO before/after framing — this script keeps the entire arc on habits and food, never a result.
- Strategy Brief Jun 22 → Jul 5: mechanism framings scale, bare outcome-agitation dies.
Context (5)
- Angle: The maintenance door — the question isn't what you eat while your appetite is suppressed, it's what you eat when it comes back and you're on your own. Positions immi as the habit that survives the transition. Outcome-first arc (opens on the confident payoff, then reveals the fear). Medication never named, no weight numbers.
- Channel tag: assembly-video
- Priority: medium-high — an entirely untouched phase of this cluster's journey, and the arc (payoff → risk → habit) is unlike anything else in the batch.
- Research signal: GLP-1 Atlas muscle-preservation belief + the Mar 12 no-numbers guardrail (habit framing is the compliant way to speak to this moment).
- Template used: Template 9 (Assembly Video) — outcome-first / habit reframe
- Arc: payoff open → the fear underneath → the habit that holds → craveability → creator proof → macro proof → retail proof → CTA
- Scene count: 8
- Runtime: ~47s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Video. Looking in mirror feeling confident | (none) | "Nobody warns you about the after part. Everyone talks about getting here. Nobody talks about staying." |
| [0:04-0:10] Video. Person eating junk food at a table alone. Looking guilty and insecure | (none) | "Because the second my appetite came back, I was right back to grabbing whatever was fast at three in the afternoon." |
| [0:10-0:16] Video. Hero shot, panning into ramen packets onto table | (none) | "What actually held was having one meal I always keep in the house. Not a plan. One meal." |
| [0:16-0:22] Video. Macro close up of someone taking a satisfying bite | (none) | "It helps enormously that it's something I want. Deep savory broth, noodles with real chew." |
| [0:22-0:29] Video. Red-haired creator spooning immi broth from a white bowl calling out it actually satisfies your hunger — Cutting Carbs Without Cutting Flavor / b7a09ac8f | (none) | (clip audio) "It actually satisfies your hunger. That's the part I wasn't expecting." |
| [0:29-0:36] Video. Nutrition panel | 28g protein · 12g fiber · 350 cal | "Twenty-eight grams of protein and twelve grams of fiber in three hundred fifty calories. That's what keeps me full past three o'clock instead of raiding the pantry." |
| [0:36-0:41] Video. Panned video showing immi on shelves | (none) | "And it's in the store I already go to, which is honestly why it stuck." |
| [0:41-0:47] Video. Flavor lineup | immieats.com | "immi. Whole Foods, Sprouts, Target, CVS — or immieats.com." |
❌ Reject
🔄 Revise
090-009 — I Threw Out Four of the Five Containers
Status: pending · Platform: meta · v1
Sources (3)
- Audience Atlas / GLP-1 User: "chicken breast meal prep" listed as a failed alternative — the meal-prep collapse is the physical evidence of that failure.
- performance-notes.md (Mar 17, 2026): demand-gen enters through a problem the viewer already has before naming immi.
- Michelle (Mar 26, 2026): vary story arcs within a batch — this one is guilt/waste → convenience, unused elsewhere in Batch 90.
Context (5)
- Angle: The food-waste guilt door — you prep like the version of you who used to eat, then watch it rot, and the guilt makes the next week worse. Reframes the fix as cooking one portion at a time. Demand-gen; medication never named.
- Channel tag: assembly-video
- Priority: medium-high — a concrete, visual, universally-recognized failure moment in this cluster that no prior script has touched; strong cold-viewer stopping power.
- Research signal: GLP-1 Atlas failed-alternatives (meal prep) + demand-gen problem-first rule.
- Template used: Template 9 (Assembly Video) — guilt/waste → convenience
- Arc: waste confession → guilt spiral → single-portion fix → craveability → macro proof → new routine → CTA
- Scene count: 8
- Runtime: ~45s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:05] Video. Stitch reaction to being too tired to cook and would rather starve | (none) | "I meal-prepped five containers on Sunday and threw four of them out on Friday. Again." |
| [0:05-0:11] Video. Person eating junk food at a table alone. Looking guilty and insecure | (none) | "You keep cooking for the version of you who used to eat like that. Then it sits there, and the guilt makes the next week worse." |
| [0:11-0:16] Video. Removing ramen brick from packaging | (none) | "So I stopped prepping. Now I make exactly one portion, the moment I want it." |
| [0:16-0:22] Video. Dropping ramen brick into boiling pot of water | (none) | "Five minutes. Nothing to plan, nothing to throw away." |
| [0:22-0:29] Video. Macro close ups of fully garnished ramen bowl | (none) | "And it's a genuinely good bowl — rich broth, real chew. Better than anything that spent four days in a container." |
| [0:29-0:36] Video. Holding immi pack tilted to camera to highlight 28g protein callout | 28g protein · 12g fiber | "Twenty-eight grams of protein and twelve grams of fiber in a packet, so the one portion I actually eat isn't a throwaway." |
| [0:36-0:41] Video. Person rummaging through immi packets | (none) | "Now there's a box in the pantry instead of a shelf of containers I'm avoiding." |
| [0:41-0:45] Image. Product front/back | immieats.com | "immi. Five minutes. Whole Foods, Sprouts, Target, or immieats.com." |
❌ Reject
🔄 Revise
090-010 — It Was Two O'Clock Before I Realized
Status: pushed_to_notion by kevin at 7/22/2026, 9:25:22 AM · Platform: meta · v1 · link
Sources (3)
- Audience Atlas / GLP-1 User: "easy to prep when fatigue is high" is part of the job-to-be-done; the workday window is where that gets tested.
- TikTok Agency Brief: buyer skews 35-65, top-10% HHI — a working professional, not a student.
- Strategy Brief May 25 → Jun 7: Your Body Is Telling You Something graduated by treating healthy eating as a logistics problem.
Context (5)
- Angle: The workday door — you're not skipping lunch on purpose, you just never get the signal, and by the time you notice it's 2pm and there's no time to make anything. The fix is a meal that fits inside the gap you actually have. Routine-failure arc; medication never named.
- Channel tag: assembly-video
- Priority: medium — high-relevance daily occasion for the 35-65 working buyer, and the only edit built around the desk/work-window scene set.
- Research signal: GLP-1 Atlas fatigue/prep-ease requirement + TikTok Agency Brief 35-65 working-professional skew.
- Template used: Template 9 (Assembly Video) — routine-failure → habit fix
- Arc: routine failure → scarcity of time → fast fix → craveability → in-context use → macro proof → payoff → CTA
- Scene count: 8
- Runtime: ~45s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:05] Video. Person on couch feeling sluggish and lazy | (none) | "It'd be two o'clock before I realized I hadn't eaten anything all day. Not skipping it on purpose — I just never get the signal anymore." |
| [0:05-0:11] Video. immi packet thrown into frame, person catches it and smiles at camera | (none) | "And by then I've got maybe fifteen minutes between calls, which rules out basically everything." |
| [0:11-0:17] Video. Person rummaging through immi packets | (none) | "So I keep these in the desk drawer. Pick a flavor, boil water, done." |
| [0:17-0:23] Video. Macro close up of ramen loading onto spoon | (none) | "And it's real ramen — savory broth, noodles that hold their chew. Not a sad desk snack." |
| [0:23-0:29] Video. Person working on laptop, takes a break to eat from immi ramen bowl | (none) | "Five minutes, and I'm eating something warm at my desk instead of nothing at all." |
| [0:29-0:36] Video. Nutrition panel | 28g protein · 12g fiber · 350 cal | "Twenty-eight grams of protein, twelve grams of fiber, three hundred fifty calories — which is the difference between a snack and an actual meal." |
| [0:36-0:41] Video. Person on couch with a laptop feeling productive | (none) | "The four o'clock wall stopped happening. That's the only review I've got." |
| [0:41-0:45] Video. Flavor lineup | immieats.com | "immi. Whole Foods, Sprouts, Target, and immieats.com." |
Tag:
090-011 — I Have to Set an Alarm to Eat
Status: pushed_to_notion by kevin at 7/22/2026, 9:25:34 AM · Platform: meta · v1 · link
Sources (3)
- Strategy Brief May 25 → Jun 7: "On A GLP-1 And Struggling To Hit Your Protein" graduated at $48.44 test CPP and became the cycle's biggest new scaler ($1.1k at $59 scale CPP) — a question hook naming a health niche → noodle B-roll → mid-spot macro slam → 5-min close → immieats.com CTA. "This is the template to reproduce."
- Audience Atlas / GLP-1 User: "how do I hit my protein on small appetite" is the dominant question across r/Zepbound, r/Mounjaro, r/Ozempic (181 posts, Σ score 99K).
- unknown: Graduation Learnings — Looking For High Fiber Meals? ($45.62 CPP) is the same mold, confirming it reproduces across niches.
Context (5)
- Angle: The absent-hunger-cue door — hunger doesn't show up at all, so eating becomes a scheduled task you keep failing, and the protein target is unreachable by accident. Question-hook mold aimed at the behavior (alarms, reminders), not the drug. Distinct from 089-007's macro-gap: that one is "I fill up fast," this one is "the signal never arrives."
- Channel tag: assembly-video
- Priority: high — the closest reproduction in this batch of the program's single biggest GLP-1 scaler, using the exact template the Strategy Brief said to reproduce, on a fresh behavioral entry.
- Research signal: On A GLP-1 And Struggling To Hit Your Protein ($48 test / $59 scale) + Looking For High Fiber Meals? ($46) — same mold, two graduations.
- Template used: Template 9 (Assembly Video) — niche-health question-hook UGC assembly
- Arc: question hook → behavior confession → in-persona proof → craveability → protein-stack proof → macro slam → purchase moment → CTA
- Scene count: 8
- Runtime: ~46s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:05] Video. Whiteboard hook writing struggling to hit your macros on a GLP-1 | (none) | "Struggling to hit your protein now that your appetite's gone? Same. I have to set an alarm to remember to eat." |
| [0:05-0:11] Video. Stitch reaction to a busy parent forgetting to feed themselves | (none) | "The hunger signal just doesn't show up. So eating turns into a task on the list, and it's the one I keep skipping." |
| [0:11-0:17] Video. Creator GLP-1 small-meal bite with on-screen small meal caption | (none) | "Which means when the alarm does go off, whatever I eat has to be worth the ten minutes." |
| [0:17-0:23] Video. Macro close up of someone taking a satisfying bite | (none) | "This is the one I never argue with. Warm, savory, noodles with actual chew." |
| [0:23-0:30] Video. Creator pairing immi with two eggs to reach 40 grams of protein per meal | (none) | (clip audio) "Pair it with two eggs and you're at forty grams of protein for the meal." |
| [0:30-0:37] Video. Nutrition panel | 28g protein · 12g fiber · 350 cal | "On its own it's twenty-eight grams of protein and twelve grams of fiber in about three hundred fifty calories. Five minutes to make." |
| [0:37-0:42] Video. Person on immi's website ordering ramen | (none) | "I order a box at a time now so the alarm always has an answer." |
| [0:42-0:46] Image. Product front/back | immieats.com | "immi. immieats.com, or Whole Foods, Sprouts, and Target." |
Tag:
090-012 — Why Is Every Protein Thing Dessert?
Status: pending · Platform: meta · v1
Sources (3)
- Audience Atlas / GLP-1 User: protein shakes and bars are the top two failed alternatives — both are sweet-flavored, and the aversion reads as taste, not nutrition.
- Strategy Brief Jun 22 → Jul 5: the graduating Macro Callout creative "opens on a taste claim, not a macro stat" — taste is the conversion driver in this cluster.
- CLAUDE.md Strategic Calibration: "the protein arms race is commoditizing high protein" — the differentiator is the format the protein arrives in.
Context (5)
- Angle: The savory-craving door — every high-protein option on the shelf is chocolate, vanilla or cookie-flavored, and when you can only eat a little you want something warm and savory, not another sweet thing. Category-fatigue reframe; medication never named.
- Channel tag: assembly-video
- Priority: medium-high — a fresh, funny, immediately-recognized complaint that reframes immi's whole category advantage (savory protein) without a single macro claim in the hook.
- Research signal: GLP-1 Atlas shake/bar aversion + the taste-claim-open rule from the last two Strategy Briefs.
- Template used: Template 9 (Assembly Video) — category-fatigue reframe
- Arc: category complaint → why it matters on a small appetite → savory reveal → craveability → disbelief proof → macro proof → retail proof → CTA
- Scene count: 8
- Runtime: ~46s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:05] Video. POV walking through grocery aisles | (none) | "Genuine question — why is every high-protein thing in this store dessert? Chocolate, vanilla, cookie dough, birthday cake." |
| [0:05-0:11] Video. Person on couch feeling sluggish and lazy | (none) | "When you can only get through a little food, you don't want another sweet thing. You want something warm and savory that tastes like actual dinner." |
| [0:11-0:17] Video. Person reacting pleasantly to the smell of the ramen | (none) | "So: ramen. Garlicky, savory, hot — the opposite of a shake." |
| [0:17-0:24] Video. Macro close up of someone slurping up noodles | (none) | "Deep broth, springy noodles, and I'm not chugging anything through a straw." |
| [0:24-0:30] Video. Creator reacting in disbelief that instant ramen has 28g protein and 12g fiber | (none) | (clip audio) "Wait, instant ramen with twenty-eight grams of protein and twelve grams of fiber? That's not supposed to exist." |
| [0:30-0:36] Video. Nutrition panel | 28g protein · 12g fiber · 350 cal | "Twenty-eight, twelve, three hundred fifty calories, ready in five minutes. Same numbers a shake would give you, in a bowl you actually want." |
| [0:36-0:41] Video. Person grabbing immi off shelves | (none) | "And it's two aisles over from all the chocolate protein powder." |
| [0:41-0:46] Image. Product front/back | immieats.com | "immi. Whole Foods, Sprouts, Target, CVS, and immieats.com." |