Creative strategist & AI producer
I find the angle. Then I make the ad.
Most brands buy design or they buy strategy. You need both in the same pair of hands. I research what is already working in your category, decide what to test, and produce the creative that tests it — static and video, without a photoshoot.
Fashion · Beauty · Jewelry · Home · US · UK · EU
Working with
What I actually do
Two jobs that are usually split between two suppliers.
An agency writes a strategy deck and hands it to someone else. A designer makes what you asked for and never questions the brief. I do both, which is why the creative actually connects to a hypothesis.
Creative strategy
Finding the concepts worth producing, before a single file is made.
- Teardown of your live ads and your competitors' ads
- The angles working in your category right now
- Hooks, offers and messaging hypotheses to test
- A prioritised test plan, not a mood board
- Reading the results and deciding what comes next
Creative production
Turning those concepts into finished, upload-ready creative.
- Static ad creatives with your offer and branding
- Short-form vertical video for Reels, TikTok and ads
- Product and lifestyle imagery without a photoshoot
- Every placement size, exported and safe-zoned
- Full commercial rights on everything delivered
Strategy without production is a document. Production without strategy is decoration.
About
Igor Glushak
Seven years in photo and video. Three of them building with AI.
I started in post-production — retouching, editing, colour, motion. Years of doing that work by hand is the reason the creative I make now does not look generated: I know where light falls, why a product reads as expensive, and how long a viewer will stay before the cut has to change.
For the last three years I have been producing advertising creative with AI end to end — from the concept and the hook to the finished file sized for every placement. Not as an experiment, but as the main production line for brands that spend real money on paid social.
I have worked with brands across the United States, the United Kingdom, France and Italy, in fashion, beauty, jewelry, lingerie and homeware — among them Verano Hill, VETCHY, Trendhim and London Outrage. Some came for one campaign and stayed for the year.
There is no agency behind me and no account manager in the middle. You talk to the person who researches the angle, makes the creative and answers for the result.
Igor Glushak · Founder, Refraim
How to work with me
Three ways in. Start wherever you are.
Test me on a single sprint, order production against a brief you already have, or hand me the whole creative function.
Strategy sprint
The thinking first, production later.
- Teardown of your ads and five competitors
- 15 angles worth testing in your category
- Hooks and offer variations for each angle
- A 30-day test plan, prioritised
- One call to walk through it
Creative partner
Strategy and production as one monthly function.
- 30 creative concepts a month, static and video
- Angles researched, not guessed
- Weekly drops, priority 48-hour turnaround
- Monthly review: what won, what to test next
- Unlimited revision rounds
- Direct channel on Slack or WhatsApp
- No lock-in, cancel with 30 days notice
Production only
You have the brief. I make the creative.
- Static ad sets with variations to test
- Short-form vertical video sets
- Product and lifestyle imagery
- All placement sizes exported
- Delivered in 2–5 business days
Selected work
Creative that ran as ads.
Case study
Verano Hill
The problem
Production could not keep up with the ad account. Every new angle meant another shoot, so testing was capped by how many assets the team could physically make each month.
What I did
Started with the strategy: pulled apart what was already converting, mapped the angles nobody in the category was using, then rebuilt production around AI so those angles could be made on demand instead of scheduled around a photographer.
Where it landed
75% of the brand's advertising creative is now produced this way, holding an average ROAS above 3x, at a fraction of what traditional production cost.
How it works
Research first. Production second. Always in that order.
Research
Your ad account, your competitors, your category. What is running, what is fatiguing, what nobody is saying yet.
Angles
A shortlist of concepts with the hook, the offer and the reason each one might win. You pick what gets made.
Production
The chosen concepts produced as static and video, in every placement size, ready to upload.
Read and repeat
We look at what performed, and the next drop builds on the winners instead of starting from a blank brief.
What clients say
In their words.
“We replaced most of our shoot calendar. Same premium look, a fraction of the cost, and we finally test enough creative to find winners.”
“The difference is that the ideas arrive with the files. We stopped writing briefs and started approving concepts.”
“The creative does not look AI. It looks like our brand. That was the thing we were most worried about and it just was not an issue.”
FAQ
Common questions.
Send me your store and I will tell you which angles I would test first — before you pay anything.
What is a creative concept?
One idea with a reason to exist: an angle, a hook and an offer. Each concept is produced in several variations and exported in every placement size, so your media buyer has something real to test rather than a single image to hope for.
Do I have to buy strategy and production together?
No. The sprint is strategy only, production-only orders are welcome if you already have a brief, and the monthly partner combines both. Most brands start with one sprint or one production set and move to monthly once something wins.
Do you run our ad account?
No. I decide what to test and make the creative that tests it; your team or your agency runs the buying. I do share the reasoning behind each concept so the buyer knows what each variation is measuring.
Will it look like our brand?
Yes. I build a reference and prompt system from your guidelines, campaign imagery and product photos, and get the direction approved before producing the full set.
What do you need from me to start?
Product photos (phone shots are fine), your store link, access to see your ad account or ad library, and the offers you want to push. Around 20 minutes of your time.
Who owns the creative?
You do. Full commercial rights transfer on delivery — paid ads, organic, email, web, print, any market, no time limit and no extra fees.
How fast is it?
Production lands in 2–5 business days, 48 hours on the monthly plan. A strategy sprint takes about a week because the research is the work.