Blitz — a creative system for UA at scale
Built the creative production system for a mobile UA machine from day zero — process, testing discipline, and concepts that moved the CPI.
- User Acquisition
- Creative Strategy
- A/B Testing
- Mobile
Day zero
I joined Blitz at the very start — no process, no history of learnings, just a game to get off the ground in a market where hooks burn out in weeks.
Building the machine
I built the creative production process: a brief framework, modular batches, an analytics feedback loop wired straight into the brief. Every creative that ships is a stated hypothesis, not a guess thrown at the wall.
Scaling without lying to yourself
The trap of volume is producing more while learning less. The system was built to protect learning incrementality — clean testing, isolated variables, hooks mapped by network and audience. Result: 600+ creatives tested a year, each batch making the next one smarter.
Concepts, not bids
The CPI drop didn't come from bid optimization — it came from the concepts. Wide creative exploration, native hooks per platform, AI-assisted generation for fast variants.
What changed
CPI down 10-20%, CTR up 30-50%, on campaigns running at ⟦PH⟧ $5-10M/year and driving ⟦PH⟧ 10M+ installs.