Philipp Schoeffmann

Founder of vznry | Ads that perform and people trust | Speaker · 3x Dad

[Philipp Schoeffmann @schoeffmann]

at 16 i spent a summer with two host families in california.

one had a small house and drove me all over the state. the other had a pool, a pig instead of a dog, and ignored me for days.

guess which house i never wanted to leave.

money doesnt make people feel seen. people do.

[Philipp Schoeffmann @schoeffmann]

i almost died in india at 20. very high fever, i couldnt swallow, the nearest doctor was a dentist an hour away. my wife got me home.

i trust her with my life. not a phrase. it happened.

trust is someone having you in their hands and not dropping you. no ad can fake that.

[Philipp Schoeffmann @schoeffmann]

a guy in india once locked me in a box on a night bus. "for your safety," he said. then he kept the key.

24 years later i make ads for a living. "safe" is still the easiest word to sell.

and the key is still with the guy selling it.

[Philipp Schoeffmann @schoeffmann]

@Mho_23 ugc

[Philipp Schoeffmann @schoeffmann]

A good team turns one winner into a process.

[Philipp Schoeffmann @schoeffmann]

More content is not the moat.

A repeatable play is.

[Philipp Schoeffmann @schoeffmann]

The big idea can be right and the ad can still feel wrong.

[Philipp Schoeffmann @schoeffmann]

Good idea, bad detail = fake-looking ad.

[Philipp Schoeffmann @schoeffmann]

Speed matters after quality, not before.

[Philipp Schoeffmann @schoeffmann]

The bar is not “can AI make this?”

The bar is “would a team actually run it?”

[Philipp Schoeffmann @schoeffmann]

Winning structure beats blank-page creativity.

[Philipp Schoeffmann @schoeffmann]

One good ad should create 10 more tests, not another brainstorm.

[Philipp Schoeffmann @schoeffmann]

Most teams are trying to make AI ads look better.

Better move: make them feel less generated.

[Philipp Schoeffmann @schoeffmann]

Fake-looking ads get exposed in the small details.

[Philipp Schoeffmann @schoeffmann]

If you would not run the ad, speed does not matter.

[Philipp Schoeffmann @schoeffmann]

Fast junk is still junk.

[Philipp Schoeffmann @schoeffmann]

If one ad works, the next step should not be another brainstorm.

[Philipp Schoeffmann @schoeffmann]

Most teams do not need more ideas.
They need a better way to reuse what already works.

[Philipp Schoeffmann @schoeffmann]

@spwfeijen UGC

[Philipp Schoeffmann @schoeffmann]

@rom1trs ugc