Interview creative automation ·1 min ·Recorded Jul 2026

How to Build an Ad-Naming System That Scales With Motion (Harry's Case Study)

Brandon Bonilla from Harry's discusses the challenge of scaling creative production for new product launches with a small team of four to five people. He explains how they transitioned from using AI for simple tasks like data analysis and report creation to using "runneth" to automate the generation of dozens of performance-informed static ad concepts weekly. This process involves feeding runneth ad templates and performance data (from Motion) to create over 50 launch-ready ads each week, giving them the confidence to hit their goal of 100 ads per product per month.

Outline

What's discussed, in order

00:00
The challenge of scaling creative production
00:11
Initial simple AI uses vs. the shift to scaling output
00:25
Implementing automated "routines" with runneth for static ad generation
00:41
How the runneth process works: feeding templates and performance data
01:06
The outcome: 50+ launch-ready, performance-based ads weekly
Frameworks presented

1 named framework

01 Ads mapped to zones (three-template skeleton)
A set of three core ad templates that winning static ads fit into, which new static ads can be generated from by swapping the product hero and rewriting the hook while keeping the structure that's already working.
presenter's own (implemented via runneth) · ~00:53Play
Claims & hot takes

What's actually believed — in their own words

The team is now thinking of scaling far beyond 100 ads per product per month.

Brandon Bonilla · 2026 · prediction 01:19 #
Tactics & anti-patterns

The do's and don'ts pulled from the session

Do this
  • Brandon Bonilla: Automate the elimination of underperforming templates and fill winning templates with new creative. 00:53 #
Don't do this
  • Brandon Bonilla: Limiting AI usage to simple administrative tasks like basic data analysis and report creation. 00:13 #
Data & stats cited

Numbers quoted in this talk

"a core team of four to five people"
Brandon Bonilla · 2026 · 00:02 #
"launching up to five new products a year"
Brandon Bonilla · 2026 · 00:05 #
"8 to 12 statics" per run
Brandon Bonilla · 2026 · 01:03 #
"50+ ads that I can launch immediately" per week
Brandon Bonilla · 2026 · 01:06 #
"100 ads per product per month"
Brandon Bonilla · 2026 · 01:16 #
Named entities

Everything referenced on-screen and by name

People mentioned (excluding speakers listed above)

Brands / companies referenced

  • Harry's — The speaker's employer and subject of the case study.
  • runneth — The AI creative automation tool being showcased.
  • Motion — Creative analytics platform used for performance data.
  • Slack — Delivery channel for runneth's automated routines.
  • Costco — Mentioned as a retail angle in an example Slack message from runneth.
  • Men's Health — Shown in a press mockup ad example.
  • GQ — Mentioned as press authority in an example Slack message from runneth.
  • ChatGPT — Shown as an example of early, simpler AI usage.

Tools / products referenced (excluding Motion)

  • runneth — Primary AI tool discussed for creative automation.
  • ChatGPT — Shown in a screen recording as early AI use for report creation.
  • Slack — Delivery mechanism for automated creative concepts.

External frameworks / concepts cited

Ad examples shown

13 ads referenced

Show all 13 ads with extraction details
Ad #1 — Man with under-eye patches
Harry's ·UGC / video ·00:03
Duration shown in this video
4 seconds
Hook (first 3 sec)
A man is shown applying white under-eye patches.
Product / pitch
Men's skincare, specifically under-eye patches.
Key on-screen text
Harry's (logo)
Key spoken lines
None used
Visual style
UGC
CTA / offer (if shown)
None used
Narrative arc
Demo
Why shown in this video
To illustrate the high volume of creative assets the team launches.
Speaker's take
"you really have to launch a ton of creative"
Ad #2 — Man in gym
Harry's ·UGC / video ·00:03
Duration shown in this video
4 seconds
Hook (first 3 sec)
A man is shown upside down, seemingly doing a handstand or exercise in a gym.
Product / pitch
Unclear from the thumbnail, likely related to men's grooming or wellness.
Key on-screen text
Harry's (logo)
Key spoken lines
None used
Visual style
UGC
CTA / offer (if shown)
None used
Narrative arc
Lifestyle
Why shown in this video
To illustrate the high volume of creative assets the team launches.
Speaker's take
"you really have to launch a ton of creative"
Ad #3 — Man holding blue package
Harry's ·UGC / video ·00:05
Duration shown in this video
4 seconds
Hook (first 3 sec)
A man in a grey t-shirt holds up a blue and white Harry's product package.
Product / pitch
Men's grooming product.
Key on-screen text
Harry's (logo)
Key spoken lines
None used
Visual style
UGC
CTA / offer (if shown)
None used
Narrative arc
Unboxing / product showcase
Why shown in this video
To illustrate the high volume of creative assets the team launches.
Speaker's take
"you really have to launch a ton of creative"
Ad #4 — Man shaving
Harry's ·UGC / video ·00:06
Duration shown in this video
4 seconds
Hook (first 3 sec)
A man is shown with shaving cream on his face, looking up.
Product / pitch
Shaving products for men.
Key on-screen text
Harry's (logo)
Key spoken lines
None used
Visual style
UGC
CTA / offer (if shown)
None used
Narrative arc
Demo
Why shown in this video
To illustrate the high volume of creative assets the team launches.
Speaker's take
"you really have to launch a ton of creative"
Ad #5 — "They'll think it's cologne" static ad
Harry's ·Image (static ad concept) ·00:33
Duration shown in this video
9 seconds
Hook (first 3 sec)
A split-screen image shows a hand pouring body wash on the left and the product bottle next to oranges on the right.
Product / pitch
Harry's Body Wash that smells as good as cologne.
Key on-screen text
THEY'LL THINK IT'S COLOGNE... IT'S BODY WASH. SOLSTICE.
Key spoken lines
None used
Visual style
Polished
CTA / offer (if shown)
None used
Narrative arc
Hook (intriguing headline) -> Product reveal.
Why shown in this video
To show an example of a static ad concept generated by the Runneth AI tool.
Speaker's take
"one of which is static image generation."
Ad #6 — "$8 Body Wash" static ad
Harry's ·Image (static ad concept) ·00:33
Duration shown in this video
9 seconds
Hook (first 3 sec)
A vibrant image of a blue Harry's Body Wash bottle sitting in a blue crate full of fresh limes.
Product / pitch
Harry's Body Wash, highlighting its price and clean ingredients.
Key on-screen text
HARRY'S BODY WASH. ONLY $8. No Sulfates. No Parabens. No Dyes. STONE.
Key spoken lines
None used
Visual style
Polished
CTA / offer (if shown)
ONLY $8
Narrative arc
Offer -> Proof (clean ingredients).
Why shown in this video
To show an example of a static ad concept generated by the Runneth AI tool.
Speaker's take
"one of which is static image generation."
Ad #7 — "Men's Health" static ad
Harry's ·Image (static ad concept, press mockup) ·00:36
Duration shown in this video
6 seconds
Hook (first 3 sec)
A mockup of a Men's Health article featuring Harry's Shower Gel.
Product / pitch
Harry's Shower Gel, positioned as a top-rated product by a reputable source.
Key on-screen text
Men'sHealth. LONGEST-LASTING BODY WASH. Harry's Shower Gel - Stone. "One tester received more compliments using this body wash than any other fragrance he's used." ONLY $8.
Key spoken lines
None used
Visual style
Polished (mockup)
CTA / offer (if shown)
ONLY $8
Narrative arc
Social proof (press authority) -> Product showcase.
Why shown in this video
To show an example of a static ad concept generated by the Runneth AI tool.
Speaker's take
"one of which is static image generation."
Ad #8 — "Smells delicious" review static ad
Harry's ·Image (static ad concept, social proof) ·00:36
Duration shown in this video
6 seconds
Hook (first 3 sec)
A customer review with five gold stars is prominently displayed on a dark blue background.
Product / pitch
Harry's Body Wash, using a customer testimonial to highlight its appealing scent.
Key on-screen text
★★★★★ "I buy this for my man because he smells delicious after using it" -LAUREN, Stone Body Wash Purchaser. HARRY'S BODY WASH.
Key spoken lines
None used
Visual style
Polished
CTA / offer (if shown)
None used
Narrative arc
Social proof (customer review) -> Product showcase.
Why shown in this video
To show an example of a static ad concept generated by the Runneth AI tool.
Speaker's take
"one of which is static image generation."
Ad #9 — "Haven't found one I didn't like" review static ad
Harry's ·Image (static ad concept, social proof) ·00:38
Duration shown in this video
4 seconds
Hook (first 3 sec)
A customer quote in large text over an image of five Harry's body wash bottles on a tiled surface.
Product / pitch
The entire line of Harry's Body Wash, emphasizing customer satisfaction.
Key on-screen text
"I HAVEN'T FOUND ONE I DIDN'T LIKE." -JOSH. HARRY'S.
Key spoken lines
None used
Visual style
Polished
CTA / offer (if shown)
None used
Narrative arc
Social proof (customer review) -> Product showcase.
Why shown in this video
To show an example of a static ad concept generated by the Runneth AI tool.
Speaker's take
"one of which is static image generation."
Ad #10 — "Costco" static ad
Harry's ·Image (static ad concept, retail availability) ·00:38
Duration shown in this video
4 seconds
Hook (first 3 sec)
A banner at the top reads "NOW AVAILABLE AT COSTCO.COM" over an image of someone using the body wash.
Product / pitch
Harry's Stone Body Wash, announcing its availability at a major retailer and a value pack offer.
Key on-screen text
NOW AVAILABLE AT COSTCO.COM. 2 PACK 50 FL OZ TOTAL. HARRY'S Stone Body Wash. NO SULFATES, PARABENS, OR DYES.
Key spoken lines
None used
Visual style
Polished
CTA / offer (if shown)
2 PACK 50 FL OZ TOTAL
Narrative arc
Announcement (retail availability) -> Offer.
Why shown in this video
To show an example of a static ad concept generated by the Runneth AI tool.
Speaker's take
"one of which is static image generation."
Ad #11 — "Top creatives" performance dashboard
Unknown brand ·Video (talking head) ·00:47
Duration shown in this video
4 seconds
Hook (first 3 sec)
A man with his mouth wide open in a surprised or excited expression.
Product / pitch
Unclear from the thumbnail, but it is shown in a performance marketing dashboard.
Key on-screen text
(Text is too blurry to read, but performance metrics like ROAS, CPA, CPM are visible in the UI).
Key spoken lines
None used
Visual style
UGC / lo-fi
CTA / offer (if shown)
None used
Narrative arc
None observable
Why shown in this video
To demonstrate how the system references performance data from the last 7 days to inform new creative concepts.
Speaker's take
"it's referencing last seven days of performance to see what sort of messaging works for each product"
Ad #12 — "New go to body wash" review static ad
Harry's ·Image (static ad concept, social proof) ·00:56
Duration shown in this video
2 seconds
Hook (first 3 sec)
A customer review with five gold stars is shown over a background of oranges.
Product / pitch
Harry's Body Wash, using a customer testimonial.
Key on-screen text
★★★★★ "This is my new go to body wash and will use it until they pry it OUT OF MY HANDS." -KEVIN, Solstice Body Wash User.
Key spoken lines
None used
Visual style
Polished
CTA / offer (if shown)
None used
Narrative arc
Social proof (customer review).
Why shown in this video
To show another example of a generated ad filling a pre-defined template.
Speaker's take
"it'll fill those templates, generate the statics based on that"
Ad #13 — Pouring body wash static ad
Harry's ·Image (static ad concept) ·00:56
Duration shown in this video
2 seconds
Hook (first 3 sec)
A split-screen image showing a close-up of body wash being poured into a hand.
Product / pitch
Harry's Body Wash, focusing on the sensory experience.
Key on-screen text
THEY'LL THINK IT'S COLOGNE... IT'S BODY WASH.
Key spoken lines
None used
Visual style
Polished
CTA / offer (if shown)
None used
Narrative arc
Hook (intriguing headline) -> Product reveal.
Why shown in this video
To show another example of a generated ad filling a pre-defined template.
Speaker's take
"it'll fill those templates, generate the statics based on that"
Slides & visual artifacts

11 slides, in order

Show all 11 slides with full slide content
Slide #1 — Motion App Dashboard
screenshot ·00:03 ·Play
Title / header text
Brand: Motion
Body content
• Top buttons: Ask me anything, Generate hooks from top performers, Spark ad ideas from this brand, Decide their offer strategy
Media Mix
• Video: 55% (327) • Image: 35% (207) • Carousel: 9% (56) • Total: 587 active ads
Visual Formats
• Demo: 62% • Testimonial: 17% • Yapper: 12% • Up to Them: 7% • Headline: 7% • Before and after: 5%
Landing Pages
• /lp-pro-hp: 37% • /products/product-frost: 14% • /products/feel-good-cleansing-kit: 10% • /lp-pro-hp: 7% • /products/rapid-restore-extended-coverage-eye-gel...: 7% • /products/black-lip-balm: 6%
Embedded data (charts/tables)
Three charts as detailed above.
Embedded examples
A grid of video ad thumbnails is shown, featuring various people using products like eye masks, razors, and body wash.
Annotations / visual emphasis
None used
Reveal state
None used
Re-reference
The same UI is shown at 00:19, with the speaker looking at it on a monitor.
Speaker's framing
"We're launching up to five new products a year and even just for one product, you really have to launch a ton of creative."
Slide #2 — Text Slide: Scaling Process
title-only ·00:09 ·Play
Title / header text
How do we scale this process?
Body content
None used
Embedded data (charts/tables)
None used
Embedded examples
None used
Annotations / visual emphasis
None used
Reveal state
None used
Re-reference
None used
Speaker's framing
"...and it's like, how do we scale this process?"
Slide #3 — AI Chat Prompt
screenshot ·00:11 ·Play
Title / header text
Ready when you are.
Body content
• Input field with text being typed: "Can you take all this ad performance data and put it into a report fo"
Embedded data (charts/tables)
None used
Embedded examples
None used
Annotations / visual emphasis
The text in the input field is animated as if being typed.
Reveal state
The text is progressively revealed.
Re-reference
None used
Speaker's framing
"Initially our AI usage was really tied to simple things like data analysis or maybe creating reports."
Slide #4 — ChatGPT Performance Report
screenshot ·00:15 ·Play
Title / header text
Paid Advertising Performance Report
Body content
Reporting Period
May 1-31, 2026
Prepared For
Executive Leadership Team
Executive Summary
Paid advertising campaigns generated strong results during May, delivering 1.85 million impressions, 28,650 clicks, and 1,142 conversions. Overall return on ad spend (ROAS) reached 4.3x, exceeding the monthly target of 3.5x. The highest-performing campaign was the Spring Promotion campaign, which accounted for 42% of total conversions while maintaining the lowest cost per acquisition (CPA). Meta platforms drove the highest conversion volume, while Google Search generated the highest conversion rate.
Key Highlights
• Total Ad Spend: $24,500 • Revenue Attributed to Ads: $105,350 • ROAS: 4.3x • Conversions: 1,142 • Average CPA: $21.45 • Click-Through Rate (CTR): 1.54% • **Performance Overview**
Embedded data (charts/tables)
None used
Embedded examples
None used
Annotations / visual emphasis
None used
Reveal state
None used
Re-reference
None used
Speaker's framing
"...or maybe creating reports."
Slide #5 — Slack Message from Runneth
screenshot ·00:28 ·Play
Title / header text
# static-ads
Body content
Brandon
Let's come up with two more versions of the beard ad. • **runneth** (reply): @Brandon Here are you Monday Static Image Generations • **runneth** (message): • **Harry's. 8 fresh static concepts for this week.** • Morning team. Pulled this week's batch from what's converting plus a scan of what competitors shipped. The thread that's working hardest right now is fragrance reframe ("smells like cologne"), so 3 of the 8 lean into scent. Also queued a net-new retail angle off the Costco push. • **Top 3 I'd brief first:** • * "They'll think it's cologne" (Solstice) - your strongest hook, fresh split-screen execution • * 18oz, $8, clean ingredients - the offer + no-sulfates combo punches above its spend • * GQ "best value shower gel" - press authority we're underusing • Full set with copy, layout, and image prompts: open the concepts page (link). • Reply here if you want any reworked before they go to design.
Embedded data (charts/tables)
None used
Embedded examples
None used
Annotations / visual emphasis
None used
Reveal state
None used
Re-reference
None used
Speaker's framing
"So now every Monday morning, we have about three routines that hit our Slack."
Slide #6 — Runneth Weekly Static Ad Concepts
screenshot ·00:32 ·Play
Title / header text
ROUTINE OUTPUT: WEEKLY STATIC AD CONCEPTS
Body content
• **8 fresh static concepts for Harry's Body Wash.** • A sample of what the weekly routine drops into your channel each Monday. It studies the angles already winning, then proposes design-ready directions across the funnel: sensory reframe, offer, press, social proof, range, and retail. • Run: Monday, 9:00am | Brand: Harry's Body Wash | 8 concepts | Source: winning angles + competitor scan • This is a **mood** for visual reference. The previews shown here are **your existing creatives** standing in for each concept. In a real run, Runneth writes the angle, copy, layout direction, and image prompt. Your designer or an image tool produces the final art from the **image prompt**.
Embedded data (charts/tables)
None used
Embedded examples
A grid of 8 ad concepts is shown. Examples include: • Ad 1: "THEY'LL THINK IT'S COLOGNE... IT'S BODY WASH" • Ad 2: "HARRY'S BODY WASH" with "18oz ONLY $8" and "No Sulfates, No Parabens, No Dyes" • Ad 3: A mock Men's Health article titled "LONGEST-LASTING BODY WASH" • Ad 4: A customer review: "I buy this for my man because he **smells delicious after using it**"
Annotations / visual emphasis
None used
Reveal state
None used
Re-reference
None used
Speaker's framing
"One of which is static image generation."
Slide #7 — Motion App Top Creatives Report
screenshot-with-annotations ·00:47 ·Play
Title / header text
Top creatives
Body content
A table of ad performance data.
Columns
Creatives, Launch date, Performance, Spend, Purchase value, ROAS, CPA, CPC site links, CPM, CPC (all), CTR (all), etc.
Rows
Individual ad creatives with thumbnails and performance metrics.
Embedded data (charts/tables)
The table of ad performance data.
Embedded examples
Thumbnails of various video ads.
Annotations / visual emphasis
• A date picker dropdown menu is open. "Last 14 days" is the current selection. • The cursor is hovering over "Last 7 days" in the dropdown. • The "Apply" button is highlighted with a cursor icon over it.
Reveal state
None used
Re-reference
None used
Speaker's framing
"And then it's referencing last seven days of performance to see what sort of messaging works for each product..."
Slide #8 — Runneth Ad Templates
screenshot-with-annotations ·00:52 ·Play
Title / header text
Your ads, mapped to the zones.
Body content
• Below Three-layout skeletons, here with your real Harry's creatives placed in them. The zones tags show where each block lands on the actual ad: hook, product hero, badge, brand, payoff. • This proves the templates aren't abstract. Every winning ad you sent already fits one of the three skeletons. New statics just swap the **product hero** and rewrite the hook, keeping the structure that's already working.
Embedded data (charts/tables)
None used
Embedded examples
Template A - Hook-stack
Ad for Harry's Body Wash with limes.
Template B - Split-screen
Ad for Harry's Body Wash with oranges.
Template C - Press mockup
Ad for Harry's Shower Gel with a Men's Health quote.
Annotations / visual emphasis
Colored boxes highlight different zones on each ad template:
Template A
Hook headline, Price badge, Product hero, Proof: clean claims
Template B
Hook (setup), Payoff half (hero)
Template C
Publication bar, Headline + pull-quote, Price badge, Product hero
Reveal state
None used
Re-reference
None used
Speaker's framing
"...and then eliminates templates based on what is and isn't working. It'll fill those templates, generate the statics based on that..."
Slide #9 — Text Slide: 50+ Ads
title-only ·01:05 ·Play
Title / header text
Every week I have 50+ ads that I can launch immediately for all of our products
Body content
None used
Embedded data (charts/tables)
None used
Embedded examples
None used
Annotations / visual emphasis
None used
Reveal state
None used
Re-reference
None used
Speaker's framing
"Every week I have 50 plus ads that I can launch immediately for all of our products..."
Slide #10 — Text Slide: 100 Ads
title-only ·01:14 ·Play
Title / header text
Runneth has given us the confidence to hit 100 ads per product per month
Body content
None used
Embedded data (charts/tables)
None used
Embedded examples
None used
Annotations / visual emphasis
None used
Reveal state
None used
Re-reference
None used
Speaker's framing
"Runneth has given us the confidence to hit 100 ads per product per month..."
Slide #11 — Runneth Title Card
title-only ·00:00, revisited 01:25 ·Play
Title / header text
runneth
Body content
None used
Embedded data (charts/tables)
None used
Embedded examples
None used
Annotations / visual emphasis
The text has a blue-to-yellow gradient.
Reveal state
None used
Re-reference
Appears at the beginning and end of the video.
Speaker's framing
None used
Full transcript

Verbatim transcript, speaker-tagged

Read the complete 26-paragraph transcript
The word "runneth" appears on a black screen with a blue-to-yellow gradient.

Brandon Bonilla: As a a core team of four to five people, we're launching up to five new products a year and even just for one product, you really have to launch a ton of creative.

A man, Brandon Bonilla, speaks to the camera. A lower-third graphic identifies him: "Brandon Bonilla, Senior Associate, Growth, Harry's". The view switches to a screen recording of a web application dashboard. The dashboard shows a "Media Mix" chart, "Visual Formats" list, and "Landing Pages" list. Below, a grid of video ads for Harry's products is displayed.
On-screen text appears on a white background: "How do we scale this process?"

Brandon Bonilla: And it's like, how do we scale this process?

A screen recording of a dark-themed application with a search bar. The text "Ready when you are." is above the bar, which says "Ask anything".

Brandon Bonilla: Initially, our AI usage was really tied to simple things like, uh, data analysis or maybe creating reports.

The user types into the search bar: "Can you take all this ad performance data and put it into a report fo". The view changes to a ChatGPT-like interface displaying a "Paid Advertising Performance Report" with an "Executive Summary", "Key Highlights", and "Performance Overview".

Brandon Bonilla: What really sparked things was we had this big push internally to increase overall daily output and Motion and Runneth were a huge part of that.

Brandon Bonilla is shown sitting at his desk, looking at a computer monitor which displays the same ad creative dashboard seen earlier.

Brandon Bonilla: So we started incorporating routines at scale with Runneth.

A screen recording of the Slack application. In the "#static-ads" channel, a message from the "runneth" bot is shown. It's addressed to Brandon and says, "Here are you Monday Static Image Generations". The message continues, "Harry's. 8 fresh static concepts for this week."

Brandon Bonilla: So now every Monday morning, we have about three routines that hit our Slack. One of which is static image generation.

The screen shows a webpage titled "8 fresh static concepts for Harry's Body Wash." It displays several ad concepts with images and text, such as "THEY'LL THINK IT'S COLOGNE..." and "HARRY'S BODY WASH ONLY $8".

Brandon Bonilla: The way we've been able to create that with Runneth was kind of just giving it full range to create the process. What I was able to feed it was sort of a repository of a couple templates of static ads that have already been out in the marketplace.

A screen recording of a "Top creatives" dashboard. A date filter is clicked, and the selection is changed from "Last 14 days" to "Last 7 days".

Brandon Bonilla: And then it's referencing last seven days of performance to see what sort of messaging works for each product.

The dashboard updates to show a table of creative performance data with columns for Spend, Purchase value, ROAS, CPA, etc.

Brandon Bonilla: And then eliminates templates based on what isn't isn't working.

A webpage shows three ad templates side-by-side, labeled "Template A - Hook-stack", "Template B - Split-screen", and "Template C - Press mockup". Each template has highlighted zones, such as "Hook headline", "Price badge", "Product hero", "Setup half", and "Payoff half".

Brandon Bonilla: It'll fill those templates, generate the statics based on that, and it's doing that for each of our products, not just one, and generating 8 to 12 statics. It can do more so if I request.

On-screen text appears on a white background: "Every week I have 50+ ads that I can launch immediately for all of our products"

Brandon Bonilla: Every week, I have 50 plus ads that I can launch immediately for all of our products that are constantly based on performance, not just random stabs in the dark like they used to be.

On-screen text appears on a white background: "Runneth has given us the confidence to hit 100 ads per product per month"

Brandon Bonilla: Runneth has given us the confidence to hit 100 ads per product per month. And at this point, we're thinking a lot bigger than that. All of which feels possible due to the addition of Runneth to our workflows.

The word "runneth" appears on a black screen with a blue-to-yellow gradient.