Scott sits down with Gaby to unpack the creative systems that drive scale. They discuss the biggest testing mistakes brands make, how to set velocity without sacrificing quality, the formats that consistently win across industries, and how to turn a single founder video into a scalable creative engine.
They also dive into Meta’s new diversity and fatigue metrics, planning output via a marketing calendar, what to do when peak season hits, and where AI genuinely fits into modern creative workflows.
Chapters
00:00 Intro
00:30 Creative as the fuel for growth
00:43 Testing mistakes and audience assumptions
02:18 Creative velocity and fatigue management
05:24 Meta’s diversity and fatigue metrics
07:20 Winning creative formats by vertical
10:01 Founder-generated content that scales
13:22 Auditing complex brands
15:30 The Creative Volume Calculator explained
17:38 Using a marketing calendar to forecast output
19:18 Refreshing winners for BFCM
21:03 AI’s role in creative
26:50 The creative team of 2026
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Key Takeaways
