Creative Bulletin n.262
While we’re putting the finishing touches on Fabula for non-fiction, I’m banging my head against a new tool (the one you see in the image) for creating ads on FB/IG.
It’s a hotly debated topic—some say they don’t work that well, others argue they only work when paired with other strategies, while some swear by them. In our case, though, they’ve been the foundation that allowed us to build Sefirot over the past six years.
👉 In my opinion, FB/IG ads have democratized advertising and should be an essential tool for any creative who wants to do something independently.
It’s like learning to hunt for your own food in a world where supermarkets call the shots, block the entrance, and give you lousy service.
That’s why I’m working alongside Lino (our marketing manager) and, hopefully, good old Umberto (our former marketing manager) to create something that can make a real difference for anyone running a business.
The real challenge. I’m trying to systematize what we usually do to make it simpler and, why not, even usable with the help of AI. This feels like a necessary step in developing a tool that’s truly accessible to everyone.
Unfortunately, I’ve realized that it doesn’t work 😅 I’ve tried and retried, and while the result is acceptable, it lacks that spark, that authenticity—that secret ingredient that makes an ad stand out and get clicks.
🌈 Creative takeaway: Authenticity can’t be reconstructed
I had to laugh because it was so obvious: that something extra is precisely that something extra—the gut feeling that resonates with others, and you can’t fake it, model it, or simulate it. It just happens, much like this bulletin that I wrote in a burst of inspiration 😂
In the end, I also realized that not every tool needs to be 100% accessible and easy to use. I mean, if we want great results, we have to put in the effort, right?
We’ll probably end up building a tool that’s powerful and ridiculously complex. Haha.
With ❤️,
Matteo
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