Batch 99
Status: ready_for_review · Triggered by: michelle · Brief: weight loss angle
099-001 — She Doesn't Believe Me
Status: pending · Platform: meta · v1
Sources (5)
- Typeform post-purchase survey, "what almost stopped you?": "Concerns if it will help to lose weight or if it's real"
- Typeform post-purchase survey: "I eat ramen for lunch, but I eat the ones that are full of carbs and calories. I want to try the more healthy option."
- Category protein-credibility signal (2026-08-25): competitor reviews now openly doubt the protein claim on high-protein noodles and blame off-flavors on it — the number itself has become suspicious to shoppers
- Google Trends (2026-08-24): "immi ramen nutrition facts" is a breakout branded query (+69,950%) — people are actively going to look at the panel before they buy
- Creative Strategy Brief Jul 20 → Aug 2: @theblonderunner "I Could Eat These Every Day" — the talking-head cold open beat the food-shot cold open on the same script; "people-first-over-product-first" is the account's confirmed cold-open preference
Context (6)
- Angle: The skeptic door. Every noodle in the aisle now claims high protein, so the claim has stopped meaning anything — and the shopper who is actually counting has learned to distrust the front of the box. Two people, one convinced and one not, and the entire ad is the non-believer being walked to the back of the package and reading it out loud herself. The proof isn't asserted by the brand; it's discovered on camera by the person who didn't want to believe it.
- Channel tag: ugc-creator
- Priority: high — reproduces the account's confirmed people-first two-person cold open on the freshest live signal we have (branded nutrition-facts search breaking out while category-wide trust in protein claims collapses). It also solves the macro-stat problem structurally: the numbers get read by a skeptic as evidence, which is the only shape they have ever won in.
- Research signal: Typeform "is it real" objection + 2026-08-25 protein-credibility distrust + 2026-08-24 Trends breakout on "immi ramen nutrition facts"
- Template used: Template 3 (Community Language Script Generator), built on the graduated two-person talking-head cold-open structure
- Runtime: ~60s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Cold open on two women at a kitchen counter, already mid-conversation. Mom (late 50s) holding a Black Garlic Chicken packet slightly out of reach of her adult daughter (30s). No product beauty shot, no intro. Handheld, real kitchen light. | she doesn't believe me | MOM: "She does not believe me." DAUGHTER: "I don't. I'm sorry, I don't." |
| [0:04-0:09] Daughter takes the packet and flips it over immediately — the flip is instinctive, the gesture of somebody who reads labels for a living. | every noodle says that now | DAUGHTER: "Because every noodle in that aisle says high protein now. That's the entire shelf." |
| [0:09-0:15] Tight on the daughter's face as she reads. Let the pause run slightly too long. Her eyebrows move before she does. | — | DAUGHTER: "...okay. Hang on." MOM (not gloating, just waiting): "Mmhmm." |
| [0:15-0:22] Insert: real hands, real kitchen light, nutrition panel actually legible in frame. Not a glossy pack shot — shot the way you'd hold it standing in a store. | 28g protein · 12g fiber | DAUGHTER (reading flat, unperformed): "Twenty-eight grams of protein. Twelve grams of fiber." MOM: "In the noodles. Not in something you add to it." |
| [0:22-0:28] Daughter turns the packet back to the front, then back to the panel again — the double-check. | 43% of your daily fiber | DAUGHTER: "Twelve is — that's almost half your fiber for the day. From ramen." MOM: "From ramen." |
| [0:28-0:34] Mom pours boiling water into a bowl and sets a phone timer. Ordinary, unstyled, no hero lighting. | 5 minutes | MOM: "Five minutes. That's the whole recipe. That's why it's in my cabinet and not in a meal plan." |
| [0:34-0:41] Daughter eats first. Real first bite, real reaction — do not direct this line, shoot until it's true. | — | DAUGHTER: "Oh — no, that's good. That's not health-food good. That's actually good." |
| [0:41-0:48] Both eating, talking over each other slightly. Mom talks with her mouth half full. The numbers do not come back. | 350 calories · 17g net carbs | MOM: "Three-fifty for the bowl. So it fits, I'm not hungry an hour later, and I don't have to think about lunch twice." |
| [0:48-0:54] Daughter already has the box turned around on the counter, reading the flavors. | ok fine, order it | DAUGHTER: "Which one's the spicy one?" MOM: "So you believe me." DAUGHTER: "I'm ordering it. That's not the same thing." |
| [0:54-1:00] Two bowls on the counter, both people out of frame except hands. Clean logo end card. | immieats.com — read the back, then decide | MOM: "Read the back of it. That's all I ever tell anybody." |
❌ Reject
🔄 Revise
099-002 — You Doubled the Protein. You Forgot the Other Half.
Status: pending · Platform: meta · v1
Sources (5)
- r/PCOS: "Fiber + Protein is a cheat code" (339 upvotes) — "I have felt substantially better by just starting my morning with fiber and protein. I've slowly worked the combo into every meal and snack I have and my life has been totally different."
- r/1200isplenty: "Food noise and fiber — I was doing it wrong" (1,086 upvotes) — hitting a protein goal while the fiber half of the equation was quietly wrong
- r/ibs: "Literally doubling my fiber intake solved so much" (138)
- r/volumeeating: "Entire large 11-inch dinner plate full, just 379 calories, 55g protein, 43g fiber!" (639) — the community's highest-scoring posts always stack protein AND fiber, never protein alone
- Creative Strategy Brief Aug 3 → Aug 16: "4 × fiber — Zero shipped against last brief's 4-slot ask for a 2nd straight cycle — reassert"
Context (6)
- Angle: The fiber door, entered through weight loss rather than gut health. Everyone trying to lose weight has been told to eat more protein, and they did — and they're still standing in front of the fridge at 4pm, because the thing that makes a meal actually *hold* is the half nobody sold them. The villain is the protein-only diet, not the person. Second person throughout: a reframe delivered to the viewer, no character, no confession.
- Channel tag: hi-fi-video
- Priority: high — fiber has been prescribed at 4 slots for two consecutive cycles and shipped zero both times; this is the batch's designated fiber slot. Framing it inside weight loss (rather than as standalone health education) puts it in the account's best-evidenced angle instead of the Health & Nutrition bucket that went 0-for-3.
- Research signal: Protein-only diets leave people unsatisfied — the top-scoring VoC in every weight-loss community stacks protein WITH fiber, and immi is the only ramen that ships both in the noodle
- Template used: Template 1 (Angle-Driven Script Generator), villain-framing structure
- Runtime: ~105s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:05] Cold open: a kitchen counter covered in the protein-diet arsenal — shaker bottle, chicken breast in a container, a tub of powder, a box of bars. No person in frame. Slow push in. | you did everything they told you | VO: "You were told to eat more protein. So you did. All of it." |
| [0:05-0:12] Cut: a phone showing a tracking app, the protein ring filled green, everything else grey. A thumb scrolls past it. | protein: hit. | VO: "You hit the number. Every single day, you hit the number." |
| [0:12-0:20] A wall clock reads 4:07. Someone stands in front of an open fridge, lit from inside, taking nothing out. Only hands and torso in frame. | so why is it 4pm and you're starving | VO: "And you're still standing in front of the fridge at four in the afternoon like the day never fed you." |
| [0:20-0:28] Back to the arsenal — now items leave frame one at a time. Shaker gone. Bar gone. Container gone. | it's not willpower. it's the other half. | VO: "That is not willpower failing. That is a meal that was only ever half-built." |
| [0:28-0:38] Clean type on a warm background, or simple kitchen b-roll. No stat slam — the words carry it. | protein builds. fiber holds. | VO: "Protein is what your body builds with. Fiber is what makes a meal stay with you. Everybody sold you the first one. Almost nobody sold you the second." |
| [0:38-0:46] A plain, understated frame with the shortfall. Deliberately not the yellow-and-black stat treatment. | most of us get about half the fiber we need | VO: "Most people get about half the fiber they need in a day. Not because they're careless — because the food being marketed to them doesn't have any in it." |
| [0:46-0:56] First product appearance at 46 seconds. Hands open a Spicy Beef packet, boiling water goes in, timer set. Warm, unstyled, real counter. | 5 minutes | VO: "Which is the entire reason this exists. The same bowl of noodles you already want. Built with both halves in it." |
| [0:56-1:06] The bowl comes together — steam, noodle pull, a halved soft egg on top. Numbers appear here, as evidence, one quiet line. | 28g protein · 12g fiber · 350 calories | VO: "Twenty-eight grams of protein. Twelve grams of fiber — about forty-three percent of what you need for the day. Three hundred fifty calories for the bowl." |
| [1:06-1:16] A person eats at a desk, unhurried. Cut back to the same wall clock: 4:07 again. They keep working. | 4:07. nothing happened. | VO: "The point isn't the numbers. The point is four o'clock arrives and nothing happens. You just keep going." |
| [1:16-1:26] Pull back to the counter from the opening — now empty except a box of immi. | you weren't undisciplined. you were under-fed. | VO: "You were never undisciplined. You were under-fed by food that was only half the equation." |
| [1:26-1:35] Clean end card. Three flavors, logo, domain. Warm close. | immieats.com | VO: "immi. Real ramen, built with the half everybody skipped. immieats.com." |
❌ Reject
🔄 Revise
099-003 — The List Only Ever Gets Shorter
Status: pending · Platform: meta · v1
Sources (6)
- Typeform post-purchase survey: "Trying to lose weight but still enjoy the foods I love"
- Typeform post-purchase survey: "I like a diet full of variety, flavor and allows me to eat some comfort foods."
- Typeform post-purchase survey: "Prioritize balance. Both in how I eat in what I believe is a sustainable ongoing diet, but with no red lines. Everything in moderation."
- Creative Strategy Brief Aug 3 → Aug 16: "It Feels Forbidden" is the account's longest-running static (5 weeks evergreen) on a villain/permission-framing headline; the standing prescription is to redirect weightloss budget toward that exact shape
- Creative Strategy Brief Aug 3 → Aug 16: "Bad Day To Be A Carb" graduated at $46 CPP on the same permission/villain framing
- Typeform trend analysis: "love ramen + want healthy" is the strongest purchase-trigger cluster at 50% of recent responses
Context (6)
- Angle: The subtraction door. Every plan you've ever been handed works by removing something, so the list of foods you're still allowed keeps shrinking — and the reason people quit at week six isn't hunger, it's the arithmetic of a menu that only ever gets smaller. The payoff is a single item going back ON the list. Physical prop (a real handwritten list on a fridge), villain framing, permission claim as the resolution.
- Channel tag: hi-fi-video
- Priority: high — a direct video reproduction of the villain/permission-framing shape the brief explicitly prescribes for weightloss budget, and the shrinking-list thesis is a different emotion from the shelf-relief and diet-fatigue doors already built in B95 (this is subtraction as a system, not being sick of sad food).
- Research signal: The buyer isn't trying to remove ramen — they're looking for permission to keep it; "love ramen + want healthy" is the single largest and fastest-rising Typeform trigger
- Template used: Template 1 (Angle-Driven Script Generator), villain framing → permission claim
- Runtime: ~95s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:05] Cold open, tight: a handwritten list on lined paper stuck to a fridge with a magnet. Items crossed out in different colored pens — different days, different amounts of resolve. Camera holds. | you keep crossing things off | VO: "Here's the thing nobody tells you about getting serious. It's a subtraction problem." |
| [0:05-0:13] Slow tilt down the list. Bread. Rice. Pasta. Cereal. Chips. Each struck through. The pen colors change as it goes down the page. | bread. rice. pasta. | VO: "Bread goes. Then rice. Then pasta, because somebody online said so." |
| [0:13-0:20] Cut: a hand adds one more line at the bottom and crosses it out in the same motion. Ramen. | ramen | VO: "Then ramen. And that one you didn't even argue about. You just crossed it off and moved on." |
| [0:20-0:29] Wide of a kitchen at night. Fridge open, a person standing in the light scanning shelves of things that are technically allowed. Nothing comes out. | everything left is fine. nothing left is good. | VO: "Six weeks later you're standing in front of a fridge full of things you're allowed to eat, and not one of them is a thing you want." |
| [0:29-0:38] Back to the list. Push in on how short the un-crossed section has become. | this is where people quit | VO: "That's the part that actually ends it. Not hunger. Not weakness. A menu that only ever gets shorter." |
| [0:38-0:47] Beat change, morning light. A hand takes the list off the fridge door, turns it over blank-side-up, and sets it on the counter. | what if one went back on | VO: "So run it the other direction for once. What if something went back on the list?" |
| [0:47-0:58] Product enters at 47 seconds. Packet opened, boiling water, five-minute timer, the bowl assembling. Steam, noodle pull. No stat cards yet. | 5 minutes | VO: "Real ramen. Real noodles, real broth, five minutes — the bowl you actually wanted at nine at night." |
| [0:58-1:08] The person eats standing at the counter. The numbers arrive now, quiet, one line at the bottom of frame. Supporting evidence, not headline. | 28g protein · 12g fiber · 17g net carbs · 350 calories | VO: "Twenty-eight grams of protein. Twelve grams of fiber. Three hundred fifty calories. Which means it fits — not as a cheat. As a Tuesday." |
| [1:08-1:18] A hand writes one word on the blank side of the paper and puts it back on the fridge. Uncrossed. | ramen | VO: "It goes back on the list. And it stays there, because it earned the spot on the numbers, not on a technicality." |
| [1:18-1:28] Pull back on the fridge — a short column of crossed-out things and one word that isn't. Cut to three flavors and the logo. | immieats.com | VO: "immi. The one that goes back on the list. immieats.com." |
❌ Reject
🔄 Revise
099-004 — Sunday You Cooked for Wednesday You. Wednesday You Isn't Interested.
Status: pending · Platform: meta · v1
Sources (5)
- r/MealPrepSunday: "I prefer ingredient prep rather than meal prep" (8,155 upvotes) — the highest-scoring post in the recent pull is a rejection of the full meal-prep ritual
- r/MealPrepSunday: "Sometimes meal prep is buying 2 pre-made quiches from Costco and getting 16 servings for no effort" (7,624)
- r/MealPrepSunday: "My lazy version of meal prep: salad kits" (2,570)
- Typeform post-purchase survey: "I am making a big effort to increase my proteins and lower my carbs in an effort to lose weight. Convenience always is a benefit."
- Creative Strategy Brief Aug 3 → Aug 16: weightloss's only winner was "The every night meal that stops the snacking" — a chronic pain-point-first UGC testimonial; the prescription is to reuse that shape
Context (6)
- Angle: The meal-prep collapse door. The plan doesn't fail on Sunday when the containers are lined up — it fails on Wednesday, when the fourth identical container comes out of the fridge cold and you order something instead. The villain is the prep system's own design (batch cooking assumes future-you has the same appetite as past-you), not the person's discipline. Pain-point-first testimonial, second person, no confessional life-arc.
- Channel tag: ugc-creator
- Priority: high — reproduces the exact shape of weightloss's only graduate last cycle (chronic pain-point first, product as the fix, testimonial delivery), and the Wednesday-collapse moment is untouched across all 44 weight-loss scripts in B92-98. It's also the cheapest production in the batch: one creator, one fridge, four containers.
- Research signal: r/MealPrepSunday's own top-scoring posts are people abandoning full meal prep for lower-effort systems — the community that most believes in prep is the one documenting its failure
- Template used: Template 3 (Community Language Script Generator), pain-point-first testimonial
- Runtime: ~65s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Cold open on the creator (woman, 40s) opening a fridge and looking at four identical glass containers. Flat delivery straight to camera. No music yet. | wednesday | CREATOR: "Sunday you cooked for Wednesday you. Wednesday you is not interested." |
| [0:04-0:10] She takes one out, peels the lid, looks at it. Cold chicken, cold rice, cold broccoli. Puts the lid back on. | container #4 | CREATOR: "This is number four. It was good on Monday. On Wednesday it's a punishment." |
| [0:10-0:17] She closes the fridge and picks up her phone. Doesn't open it — just holds it. The gesture is instantly recognizable. | this is where it always goes | CREATOR: "And this is the exact moment the week goes sideways. Not on the weekend. Right here, holding your phone at 12:40 on a Wednesday." |
| [0:17-0:24] Quick cut to Sunday: sheet pans, containers, the whole ritual, slightly sped up. | four hours on sunday | CREATOR: "Four hours of your Sunday so that three days later you can decide you'd rather pay for something else anyway." |
| [0:24-0:31] Back to Wednesday. She opens a cabinet instead of the fridge and pulls a Tom Yum Shrimp packet. | different system | CREATOR: "So I stopped prepping the meal and started keeping one that's already prepped." |
| [0:31-0:40] Kettle, bowl, water going in, timer set. She leans on the counter and waits. Real-time feel, no jump cut. | 5 minutes | CREATOR: "Five minutes, and it's hot — which matters way more than anyone admits. Nobody ever quit because the food was hot." |
| [0:40-0:48] She eats standing up. Real bite, real reaction. Numbers land here as the reason it's allowed, on-screen only. | 28g protein · 12g fiber · 350 calories | CREATOR: "Twenty-eight protein, twelve fiber, three-fifty for the bowl. It does the same job the containers were doing, except I actually want it." |
| [0:48-0:56] She drops one thing in — a soft egg, a handful of spinach out of a bag. Two seconds of effort, not a recipe. | add whatever's in the fridge | CREATOR: "And if there's an egg, the egg goes in. That is the entire extent of my meal prep now." |
| [0:56-1:05] Fridge open again — the four containers are gone. Cabinet open — a row of immi packets. End card. | immieats.com | CREATOR: "Sunday's free. Wednesday's handled. immieats.com." |
❌ Reject
🔄 Revise
099-005 — Everything I Put In This Bowl
Status: pending · Platform: meta · v1
Sources (5)
- Creative Strategy Brief Jul 20 → Aug 2: @mealynnwong "Craving Some Healthy Ramen?" — cook-along that walks a real upgrade recipe and lands the macro payoff as the close, not the open. $26 test CPP, 7 purchases — the best per-purchase economics of the cycle
- Typeform packaging-honesty objection (2026-06-01): buyers expect the packet to contain the fresh vegetables and meat shown in marketing photography, and feel misled when it doesn't — showing the true contents first defuses it
- Typeform post-purchase survey: "Maybe some recipes, like low calorie foods to add to the Ramen."
- Typeform post-purchase survey: "I guess I would be interested in recipes but also ways to stay on the path of weight reduction with tasty, convenient and healthy foods"
- r/volumeeating (990): the community's top posts are builds — a base plus add-ins, with the total called out at the end
Context (6)
- Angle: The cook-along door — the one shape with the best per-purchase economics on the account and zero reproductions in any weight-loss batch. It answers the question a person in a deficit actually has: *if I add things to make it a real meal, does it stop fitting?* Open on the honest, unglamorous truth of what's in the packet, build the bowl in real time with cheap add-ins, and only at the very end reveal that the whole thing still lands where it needs to. Demand-capture, recipe-shaped, macro payoff at the close.
- Channel tag: ugc-creator
- Priority: high — reproduces the single best-CPP creative of the last cycle in an angle it has never been run for, and it simultaneously handles the live packaging-honesty objection by showing the real packet contents in frame one instead of a styled hero bowl.
- Research signal: @mealynnwong cook-along at $26 CPP (best of cycle) + the standing Typeform request for recipes and add-ins that keep people "on the path of weight reduction"
- Template used: Template 4 (Winning Ad Remix Generator) — remix of the graduated cook-along structure
- Runtime: ~75s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Cold open: creator (man or woman, 40s) tears a packet open over a bowl and dumps out exactly what's inside — noodle block, seasoning. Nothing else. Says it before the viewer can think it. | this is all that's in it | CREATOR: "This is everything that's in the package. A noodle block and the seasoning. That's it — I'm not going to pretend there's steak in there." |
| [0:04-0:11] Boiling water in, lid on, phone timer. They start pulling things out of the fridge while it sits. | 5 minutes, and I've got 5 minutes | CREATOR: "Five minutes on the noodles. So here's what I do with the five minutes, because this is the part that decides whether it's a snack or an actual dinner." |
| [0:11-0:20] Egg into simmering water. Talking while doing, not to camera. | one egg | CREATOR: "One egg. Six minutes if you want it jammy, and honestly if it's not perfect nobody has ever cared." |
| [0:20-0:29] Handful of spinach straight from the bag into the hot broth. It wilts on contact. | spinach — goes straight in | CREATOR: "Spinach right into the broth. It disappears in about ten seconds and it makes the bowl twice as big for basically nothing." |
| [0:29-0:38] Frozen edamame from the freezer bag, then scallion cut fast and unfussy on the board. | frozen edamame · whatever green you've got | CREATOR: "Edamame out of the freezer. Scallion if you have it. This is not cooking. This is assembling." |
| [0:38-0:46] The build: noodles into the bowl, broth over, egg halved on top, everything landing. Real steam. Genuine beauty shot but handheld, not studio. | — | CREATOR: "And that's the bowl. That's a Tuesday night, that's a post-workout, that's a 9pm when you don't want to talk to anybody." |
| [0:46-0:54] First bite, real reaction, mouth full. Let it be a little messy. | — | CREATOR: "Mm — okay that's the spicy beef, that one's got some heat on it. That's really good." |
| [0:54-1:04] Now the payoff, and only now. Simple on-screen totals stacked as they're said. | ramen 350 · egg 70 · veg ~50 | CREATOR: "So here's why I do it this way. The ramen itself is three-fifty. Twenty-eight grams of protein, twelve grams of fiber — that's before I put anything in it." |
| [1:04-1:12] Final frame of the full bowl with the total. Understated type, no stat slam. | still under 500. 35g protein. | CREATOR: "With the egg and the vegetables I'm still under five hundred calories, and now I'm north of thirty-five grams of protein. That's a real meal. That's not a diet meal." |
| [1:12-1:18] Creator eating in the background, out of focus. Logo and domain sharp in front. | immieats.com | CREATOR: "Build it however you want. The base already did the hard part. immieats.com." |
❌ Reject
🔄 Revise
099-006 — Nobody Builds Anything for This Part
Status: pending · Platform: meta · v1
Sources (5)
- r/1200isplenty: "Maintaining weight feels harder than losing it?" (185 upvotes) — "When I was losing weight, sticking to a certain calories felt kinda strange yet simple because it gave me clear rules and constant proof that the effort was paying off... Now that I'm at my goal... there's no steady loss to validate me anymore, just this quiet responsibility to stay consistent without sliding backward, and I find myself second-guessing every extra snack."
- r/Mounjaro: "Goal Reached! Now onto maintenance!" (882) — maintenance is the loudest unmet moment in every weight community
- r/CICO: "37M (293→199) 22 months — Still maintaining" (535)
- Typeform post-purchase survey: "Now it's about managing my weight and staying healthy."
- Typeform post-purchase survey: "Prioritize balance... a sustainable ongoing diet, but with no red lines."
Context (6)
- Angle: The maintenance door. Every product, plan, and ad in this category is built for the losing phase — the phase with rules, milestones and a number that moves. Nobody builds anything for the years afterward, where there's no scoreboard and no finish line, just the quiet job of not sliding back. That's where the largest, wealthiest, most under-addressed slice of immi's actual buyer base lives. Second-person, understated, respectful of someone who has already done the hard thing.
- Channel tag: hi-fi-video
- Priority: high — completely untouched territory across B92-98 and dead-center on immi's confirmed 35-65 buyer skew, where the audience is far likelier to be maintaining than starting. It's also an inherently long-lived creative: nothing in it is seasonal, and it never expires the way a "start now" ad does.
- Research signal: r/1200isplenty and r/CICO both surface maintenance as harder than the loss itself — the phase with the most people in it and the fewest products speaking to it
- Template used: Template 1 (Angle-Driven Script Generator), demand-generation framing
- Runtime: ~100s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:05] Cold open: a bathroom scale on a tile floor. Someone steps on, the number settles, they step off and walk out of frame. No reaction either way. | the number stopped moving. on purpose. | VO: "The number stopped moving. Which is what you wanted. And somehow that's the part nobody prepared you for." |
| [0:05-0:14] Cut: a closet, a hand pushing hangers along a rail, stopping at one. Normal morning. | you already did the hard part | VO: "You already did the hard thing. Two years ago, eighteen months ago, whenever it was. You did it." |
| [0:14-0:24] Montage, quiet: coffee poured, keys picked up, a car door. Ordinary life, nothing aspirational, no gym. | but there's no scoreboard now | VO: "But when you were losing it, there were rules. There was proof. Every week the scale told you it was working." |
| [0:24-0:34] Someone at a kitchen counter at night, considering something in their hand, putting it back. The hesitation is the shot. | and every snack is a decision again | VO: "Now there's nothing telling you anything. Just a quiet job of not sliding backward, and second-guessing every single thing you eat after eight o'clock." |
| [0:34-0:44] Wide of a grocery aisle. A person standing still in it, holding two things, deciding. Shot from behind — this is anyone. | every plan is built for the losing part | VO: "And here's the thing about this whole industry. Every plan, every program, every product is built for the part you already finished." |
| [0:44-0:52] Beat change. Kitchen, evening, warmer light. A cabinet opens: a row of immi packets among ordinary groceries. | this part needs different food | VO: "This part doesn't need another program. It needs food you'd choose anyway that happens to keep the math where you left it." |
| [0:52-1:04] Kettle, packet, five-minute timer, the bowl building. Noodle pull. Genuinely appetizing, warm, home. | 5 minutes | VO: "Real ramen. Five minutes. Not a substitute for anything, not a shake, not a plan — a bowl of noodles you'd want on a Tuesday in February." |
| [1:04-1:14] Person eating at a table, maybe with someone else, talking. Numbers arrive as one calm line. | 28g protein · 12g fiber · 350 calories | VO: "Twenty-eight grams of protein, twelve grams of fiber, three hundred fifty calories. Enough that you're actually full. Low enough that nothing has to be recalculated." |
| [1:14-1:24] Back to the scale on the tile floor. Untouched. Camera holds on it, then the person walks past it without stepping on. | the goal isn't a number anymore. it's a tuesday. | VO: "Because the goal stopped being a number a long time ago. The goal is that Tuesday goes fine. And then the next one." |
| [1:24-1:34] End card, three flavors, logo, domain. Warm, unhurried. | immieats.com | VO: "immi. Built for the part that comes after. immieats.com." |
❌ Reject
🔄 Revise
099-007 — It Has to Earn the Calories
Status: pending · Platform: meta · v1
Sources (5)
- Typeform post-purchase survey: "I really have to like and enjoy otherwise it's not worth the calories to just eat because it's there. I have literally thrown out food after one bite when it wasn't what I thought it was."
- Typeform post-purchase survey: "am adventurous but calorie conscious"
- Typeform post-purchase survey: "Low calories, high protein, and tasty"
- Typeform post-purchase survey: "Loved seeing that the ramen has high protein and low calories, and I'm looking to try new, quick and easy to make meal options"
- Creative Strategy Brief Aug 3 → Aug 16: the Trybe creator cohort (@EmmaliaAlao $24, @ArmandoLopez $29, @ShaneDarrow $27) all graduated on raw, unscripted single-creator direct address — cheapest test CPPs on the account
Context (6)
- Angle: The allocation door. Not deprivation, not craving — budgeting. If you're eating in a deficit you have a fixed number of calories to spend for the day, and most "healthy" food is a terrible use of them: mediocre, joyless, and you're hungry again in an hour. This is the disciplined person's actual complaint, and it has never been said in an immi ad. Raw single-creator direct address, unscripted register, shot on a phone.
- Channel tag: ugc-creator
- Priority: high — reproduces the shape with the cheapest test CPPs on the entire account ($24-$29 raw creator direct address) on a frame lifted almost word for word from a customer. "Worth the calories" is a value argument that also quietly answers the price objection without ever mentioning cost, which is the only place price is allowed to appear.
- Research signal: Verbatim Typeform buyer language — "not worth the calories to just eat because it's there... I have literally thrown out food after one bite"
- Template used: Template 3 (Community Language Script Generator), raw creator direct address
- Runtime: ~55s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Phone-shot, handheld, creator (40s) sitting at a kitchen table talking straight to camera. No lighting kit, no intro, mid-thought already. | it has to earn the calories | CREATOR: "I have a rule and it's the only one that's ever worked: it has to earn the calories." |
| [0:04-0:11] She gestures at a plate off to the side — something beige and joyless, half eaten. | this did not | CREATOR: "I threw out a whole lunch last week after one bite. Not because I'm precious. Because it wasn't worth four hundred calories to me and I've only got so many." |
| [0:11-0:19] Straight to camera, leaning in, the actual thesis. | you're not on a budget of willpower | CREATOR: "That's what nobody says about this. You're not on a willpower budget. You're on a calorie budget, and most of what they sell you as healthy is a bad way to spend it." |
| [0:19-0:26] Quick cut: she's up, kettle on, packet in hand. Movement, not a product presentation. | 5 minutes | CREATOR: "So — this. Five minutes, hot, and it's actually good. That's the whole reason it's in my house." |
| [0:26-0:34] Bowl coming together fast, phone camera following her hands. Steam. Not styled. | — | CREATOR: "It tastes like ramen. It tastes like the thing I would've eaten anyway before I started paying attention to any of this." |
| [0:34-0:42] She's eating. Real bite, genuine reaction, talks through it. Numbers appear on screen only — she says them casually, not as a pitch. | 350 calories · 28g protein · 12g fiber | CREATOR: "And it's three-fifty. Twenty-eight grams of protein, twelve grams of fiber, so I'm not back in the pantry at nine." |
| [0:42-0:49] She shrugs at the camera. Delivery flat, almost dismissive — the conviction is in how little she's selling. | good AND worth it. pick both. | CREATOR: "That's it. That's the whole review. It's good, and it's worth what it costs me for the day. Almost nothing clears both." |
| [0:49-0:56] She goes back to eating and waves the camera off. Cut to a clean end card — three flavors, logo, domain. | immieats.com | CREATOR: "Anyway. Spend your calories on something you'd actually pick. immieats.com." |
❌ Reject
🔄 Revise
099-008 — You're Not On a Program. You Just Eat Differently Now.
Status: pending · Platform: meta · v1
Sources (5)
- Typeform Q5 ("who influences what you eat?"): the single most common answer across ~20k responses is "myself / no one" — e.g. "Me, myself, and I." — the Self-Directed Researcher identity in the Audience Atlas
- Typeform post-purchase survey: "Prioritize balance. Both in how I eat in what I believe is a sustainable ongoing diet, but with no red lines. Everything in moderation."
- Typeform post-purchase survey: "I like food, but need a healthier diet, and like to try the occasional new product I come across that can help me with this."
- Audience Atlas: Self-Directed Researcher is logged as a cross-cutting identity used for tone calibration, and has never been the subject of a script
- TikTok Agency Brief: immi's buyer skews 35-65 with the largest single cohort at 55-64 — a demographic that is not running a program and is actively put off by diet-culture performance
Context (6)
- Angle: The self-directed door. There's a whole population losing or holding weight without an app, a coach, a challenge, a before-and-after, or a single post about it — they made a handful of quiet swaps and moved on with their lives. They're immi's actual buyer and they're allergic to everything this category sounds like. This ad speaks to them by refusing to sell them a program, and its entire persuasive move is what it does *not* do. Second person, dry, no transformation arc.
- Channel tag: ugc-creator
- Priority: medium-high — the Self-Directed Researcher is logged in the Atlas as the tone-calibration identity for the entire brand but has never had a script pointed at it, and it is the cleanest way to reach the 55-64 cohort without diet-culture signaling that this age group actively rejects. Lower priority than 001-005 only because it's a tone play rather than a reproduction of a graduated shape.
- Research signal: The most common answer to "who influences what you eat?" across ~20k Typeform responses is "myself / no one"
- Template used: Template 1 (Angle-Driven Script Generator), demand-generation framing
- Runtime: ~70s
| Scene (timestamps) | On-Screen Text | Voiceover |
|---|---|---|
| [0:00-0:04] Cold open: a phone screen, thumb scrolling fast past a transformation post, a challenge graphic, a coach talking. Scrolls past all of it in two seconds. Screen goes face-down on the table. | not for you | VO: "You're not doing a program. You're not doing a challenge. You didn't download anything." |
| [0:04-0:12] A person (50s) in an ordinary kitchen, making coffee. No workout clothes, no aesthetic. Just a morning. | no app. no coach. no posts about it. | VO: "There's no app tracking you, nobody's coaching you, and you have not posted about this once." |
| [0:12-0:21] Small ordinary moments cut together: putting one thing back on a shelf, taking the stairs without a comment, closing a cabinet at night. | you just changed a few things and kept going | VO: "You just changed a handful of things a while ago and then went back to living. Which is, quietly, the only version of this that has ever worked for anybody." |
| [0:21-0:30] Cut to the aisle: hands turning a package over to read the back, unhurried. This is the identity beat — they research, they decide, nobody tells them. | you check things yourself | VO: "And when you do buy something new, you check it yourself. You turn it over, you read the back, you decide. That's the entire process." |
| [0:30-0:40] Same hands, now with an immi packet. Read, considered, kept. Product enters at 30 seconds as a decision, not a pitch. | so here's the back of ours | VO: "So we'll skip the part where we tell you how to live. Here's the back of ours." |
| [0:40-0:50] The bowl gets made — kettle, five minutes, noodle pull, steam. Numbers appear as a plain, honest line while the food is on screen. | 28g protein · 12g fiber · 17g net carbs · 350 calories | VO: "Real ramen. Five minutes. Twenty-eight grams of protein, twelve grams of fiber, three hundred and fifty calories a bowl. Lower carb than the ramen it replaces." |
| [0:50-0:58] Eating at a table, maybe reading something, entirely unbothered. No one is watching them eat. | that's the pitch. that's all of it. | VO: "That's the pitch. If it fits how you're already eating, it'll be in the cabinet. If it doesn't, it won't. You'll know." |
| [0:58-1:06] Light social-proof beat, understated — a shelf in a real store, boxes among ordinary groceries. Never celebrity-led, never as the hook. | 3M+ customers · 7,000+ stores | VO: "Three million people have made that call so far. It's in seven thousand stores now, which is the only reason you're seeing this at all." |
| [1:06-1:12] End card, three flavors, logo, domain. Dry, no exclamation. | immieats.com | VO: "immi. Decide for yourself. immieats.com." |
Batch QA Gate
| Check | 001 | 002 | 003 | 004 | 005 | 006 | 007 | 008 |
|---|---|---|---|---|---|---|---|---|
| Genuinely distinct concept (vs B92-98) | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
| Hook stops thumbs in <2s | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
| No macro stat in hook / cold open | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
| Specific believable claim (not "healthy ramen") | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
| No keto · no gluten · no sodium · no heart claims | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
| No GLP-1 / medication reference | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
| No doctor · no competitor · no ADHD callout | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
| No price hook | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
| Specs locked (28g / 12g / 17g net carbs / 350 cal / 5 min) | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
| Research-grounded with cited signal | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
| Not the retired B089 assembly-edit format | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
| Avoids 1st-person confessional arc | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ | ✅ |
- Production load: 3 hi-fi video (002, 003, 006) — within Michelle's 4-5/week capacity. 5 UGC creator (001, 004, 005, 007, 008), of which 004, 005 and 007 are single-creator phone-shot and can be produced by Izzy or a freelance creator with no set.
- If only three get made: 001 (skeptic / two-person, freshest signal + proven cold open), 004 (Wednesday / reproduces the only weightloss graduate's shape at the lowest cost), 005 (cook-along / reproduces the best-CPP creative on the account in an angle it's never run for).
- Fiber slot: 002 is the batch's fiber creative, filling a 4-slot prescription that has shipped zero for two consecutive cycles.