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Creative Lessons From Our Favorite Concepts of Q3
Eight of Ready Set's creative strategists share lessons from their top concepts from Q3. Plus, the latest news from the DTC performance marketing space.
Dan Moran & Sam Makalou
October 17, 2025
Welcome back to Funnel Vision, the weekly newsletter that puts performance creative & growth marketing in focus. Brought to you by the crew at Ready Set.
Navigating the rapidly changing performance marketing landscape is like finding your way through a fog—confusing, frustrating, and disorienting. That’s why this week we’re launching a brand new segment, The Brief, a short and sweet update on all the latest goings-on that you need to know about. Check it out below!
Here’s what’s inside today’s edition:
The latest updates from the performance marketing space
8 of our highest-performing concepts of Q3
Insights and takeaways you can apply to your own creative
Reading time: 6 minutes
THE BRIEF 💼
What happened last week in DTC performance marketing.
Meta’s Andromeda update is quietly rewriting the playbook. As changes from Meta’s major ad engine overhaul begin to play out, the sands are shifting beneath marketers’ feet. The souped-up ads retrieval system decides which ads even make it to auction, meaning precise targeting and sophisticated campaign structure may actually hurt performance under Andromeda. The next era of best practice under this new model places a major focus on fewer campaigns, broader creative-led targeting, and shipping a higher volume of diversified creative concepts that give the algorithm plenty of options to work with.
OpenAI dropped Sora 2, and it’s wild. The latest video generation model, which adds realistic physics, synced audio, and longer scenes, is proof that AI video is crossing from novelty to production tool. But the elephant in the room is still AI slop. Sure, Sora can churn out delightfully unhinged clips (AI Bob Ross swearing at cats, anyone?), yet brands risk their own version of Blue Apron’s recent viral misfire if they skip strategy for speed. At Ready set, we’re all for using AI to make creative production and testing more efficient—so long as the human remains firmly in the loop.
CLICKABLE LINKS 👆️
🎭️ Here are the brands making up marketing’s winners and losers this week.
🤪 An alternative approach to AI ad slop? Embrace the chaos, just like Teriyaki Madness did in this wild spot.
🎄 Meta released their guide to advertising in the festive season, and it’s full of useful tips and tidbits.
💤 Five CMOs dispel common myths about advertising to Gen Z.
CREATIVE STRATEGY
Creative Lessons From Our Top Concepts of Q3
It's October, which means the final creative sprint of 2025 is on.
As we gear up for the last push of the year, we asked the Ready Set creative team one simple question:
What's been your favorite concept of the last quarter — and why did it hit?
From live-action remixes to ASMR storytelling, here's what made the shortlist…
Only Gummy in the Game
Brand: Hers
Length: 25 seconds
Platform: Meta & TikTok
👀 Why it stood out
Launching a totally new product is never easy, especially when no one even knows it exists yet. But Hers nails it with this one.
The hook, "the only* Rx Minoxidil Hair Gummy," immediately stops you mid-scroll to learn more. It's sharp, specific, and instantly communicates differentiation.
The layering of UGC visuals, clinical proof, and credibility makes it feel both social and trustworthy. A rare mix that works.
Thanks to clean messaging and a clear conversion path, the ad feels completely friction-free.
Takeaways
🔹 Lead with your differentiator. If you're the only one doing something, say it upfront.
🔹 Mix credibility with social energy. Clinical proof + UGC = trust.
🔹 Keep the CTA journey smooth. Effortless paths convert better.
Artificial, But Make It Authentic
Brand: Earnest
Length: 31 seconds
Platform: Meta
👀 Why it stood out
AI and real footage don't always get along, but this concept merges them in a way that feels relevant, not gimmicky. It strikes that rare balance between futuristic and human.
It's a great reminder that AI isn't the story itself. It's a tool to tell better stories.
The creative direction already points to where modern storytelling is headed: innovative, elevated, and still totally relatable.
Takeaways
🔹 Let AI support the story, not steal the spotlight. Enhance emotion, don't replace it.
🔹 Future-facing creative still needs a heartbeat. Innovation without humanity feels cold.
🔹 Keep testing. Bold experiments shape the next breakthrough.
#PackWithMe
Brand: Allbirds
Length: 27 seconds
Platform: Meta & TikTok
👀 Why it stood out
Built on the viral #PackWithMe trend, this ad fits naturally into fashion feeds while communicating all the key value props. Strong casting and production make it feel like true creator content rather than an ad.
It hit that perfect balance between social relevance and brand clarity. Fun, seamless, and totally authentic.
Takeaways
🔹 Jump on trends that fit your audience. Choose formats that align with how they consume content.
🔹 Realistic production keeps things human. Aim for creator-quality, not commercial-quality.
🔹 Keep iterating while momentum's hot. Strategic variations combat creative fatigue.
Video Games IRL
Brand: DoorDash
Length: 17 seconds
Platform: Meta
👀 Why it stood out
Turning dashing into a video game? Genius. This concept takes a proven animated hit and reimagines it in live action, bringing a new layer of realism and fun to a familiar idea.
It's entertaining, clever, and perfectly taps into that gamified energy people love watching.
Creative iteration isn't just about reusing ideas. It's about reimagining them with purpose.
Takeaways
🔹 Remix what already works. Reimagine winning concepts in new formats.
🔹 Gamified storytelling = instant engagement. Game mechanics make everyday actions entertaining.
🔹 Entertainment is strategy. Fun isn't frivolous; it's a retention tool.
Paper Planes
Brand: Brigit
Length: 21 seconds
Platform: Meta
👀 Why it stood out
This one immediately catches the eye with bold visuals, playful pacing, and a gamified rhythm that makes you stop scrolling without realizing why. The mix of formats feels intentional and polished, not chaotic.
It's a great example of how mixing styles can make an ad feel alive. Playful but still elevated.
When done right, creative risks don't just grab attention. They make people remember you.
Takeaways
🔹 Combine unexpected visuals to stand out. Mixing formats keeps eyes glued.
🔹 Gamified moments make simple stories pop. Visual game mechanics add energy.
🔹 Don't play it safe. Smart risks get remembered.
ReFi Made Real
Brand: Earnest
Length: 41 seconds
Platform: Meta
👀 Why it stood out
Educational ads can easily feel, well… educational. But this one keeps it human and digestible. It's inspired by a tried-and-true concept but pulls it off with a fresh tone and visual style that feels made for the feed.
It simplifies a complex process while staying human and aspirational. Not easy in financial storytelling.
Proof that when you blend clarity with creativity, even refi talk can feel relatable.
Takeaways
🔹 Build on what works, but make it your own. Proven formats + unique spin = memorable.
🔹 Keep human warmth front and center. Counter transaction with emotion.
🔹 Visuals matter as much as message. Good looks keep people watching.
ASMR
Brand: Happy Head
Length: 16 seconds
Platform: Meta & TikTok
👀 Why it stood out
This one's got all the feels. Literally. Happy Head leaned into ASMR, POV storytelling, and subtle tension to make something intimate and surprisingly emotional. Every detail feels deliberate and cinematic.
It taps into social trends without feeling overly produced. Emotional, close-up, and real.
The result is creative that doesn't just grab attention; it lingers.
Takeaways
🔹 Sensory storytelling = built-in engagement. ASMR and whisper tones are hard to scroll past.
🔹 Emotional tension drives curiosity. A little vulnerability makes viewers lean in.
🔹 Effortless is the new polished. The best ads feel accidentally beautiful.
They Don't Know
Brand: Goodfood
Length: 12 seconds
Platform: Meta
👀 Why it stood out
Trend ads can easily miss the mark, but this one just gets it. The transition feels seamless, the humor lands, and nothing about it screams "ad" too overtly. Even though it used footage we've seen before, it somehow feels fresh again.
It's the rare trend adaptation that feels organic, not forced. Timing, tone, and restraint make all the difference.
Smart timing and strong editing helped it ride the peak of the trend and keep performing long after. Proof that 12 seconds can do a lot of heavy lifting.
Takeaways
🔹 The best trend ads blend in, not shout. Nail the format and viewers engage before realizing it's branded.
🔹 Reused footage can still feel brand new. Strategic editing breathes new life into existing assets.
🔹 You don't always need 30 seconds. Sometimes 12 is plenty.
We’re coming down to the pointy end of 2025…
And for most brands that means all-hands-on deck for BFCM and holiday campaigns.
From a creative perspective, you should have a pretty clear picture of which winning ads will carry you through the remainder of the year. If you haven’t already, consider wrapping up testing new concepts for the year and put your best (creative) foot forward as we come up on peak-CPM season.
And if you need a partner to navigate the holiday season and beyond, drop us a line at Ready Set—we’d love to chat about your goals ✌️
Thanks for reading!
That’s all for this week. Seeya next time 🫶
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 | Dan Moran & Sam Makalou |
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