SelfMade × Comma · World Cup Proposal

What Winston named on the call

The volume gap the moment created.

"Each country has a jersey. Each country has its own separate persona and separate angles. Dude, there's so much opportunity here, but we just don't have the resource right now." Winston laid it out clean. Here's the math.

Constraint 1

3 weeks

To kickoff.

The two to three weeks before the World Cup are when jersey sales peak. Fans buy to wear during, not after. The countdown is the highest-leverage selling window of the year.

Constraint 2

0 creators

With product in hand.

Every jersey is on pre-order. Stock is en route from the factories. Creators are lined up but can't film what they don't have. The next two weeks are an organic UGC dead zone.

Constraint 3

32 countries

32 personas. 32 angles.

An Argentina super-fan is a different buyer than a Morocco super-fan. A weekend warrior is a different buyer than a deal-hunter who doesn't even pick a team. The matrix scales linearly with creative output.

Constraint 4

$15-18K/day

Meta spend through the window.

That's $450 to $540K per month feeding Andromeda. The ranking model rewards diversity and volume. The current pipeline ships at agency speed (weeks), not at the moment's speed (days).

"More creative is better. We're just trying to find ways to milk that. Volume is the name of the game. There's so much opportunity here, but we just don't have the resource right now."

Winston, Comma Football · May 22, 2026

How we fill it

AI is the bridge to your creators.

Not a replacement. The next three to four weeks are the slot where AI-creative velocity covers the gap until your creator UGC comes back from filming. After that, it sits alongside as the always-on permutation engine while creators do what only creators can.

24 to 48 hour cycle.

From brief to graded ad in the ad account. No two-week creator turnarounds. No agency review loops. When Italy loses to Switzerland on a Tuesday, the FOMO ad is in the auction by Thursday.

Country × persona × angle matrix.

Argentina super-fan-heritage is one ad. Argentina super-fan-pre-match is a different ad. Morocco super-fan-FOMO is a third. Every new country opens its own thread. The matrix is the ad inventory.

Three-tool stack feeding the engine.

Adlib runs a gap analysis on your account against 6,000+ benchmarks (format, persona, angle, emotion). Skipper listens to your reviews and surfaces personas + angles in real time. Time-series learnings mine your account for winners you turned off because they fatigued, not because they failed.

Agent 10 creative grader on every ad.

No ad ships under a 90. Nine rubrics: persona fit, angle, emotion, copy excellence, format compliance, brand compliance, Kahneman heuristics, static conversion, ad reviewer composite. The 14 ads on this page all cleared the bar before this page existed.

Statics now. Animations on the winners.

Per Will's pitch on the call: "If you have a winning static, take it, animate it, add some motion." Lower CPMs from video without re-shooting. The static carries the concept, the animation carries the scale.

Landing pages tuned to the ad.

"Without even changing our creatives, our average CAC reduction was 30%." Country-specific LPs match the country-specific ads. PDP for education, LP for conversion. Optional add-on, scaled with spend coverage.

The 14 spec ads

Six countries. Eight formats. Zero stock.

Built over 24 hours. Every ad traces to PDP-verified product specifics (Title #14, La Pulga Glacier ships June 7, Morocco Heritage ships May 30, etc.). All scored ≥90 across nine rubrics before they earned a slot here. See all 14 →

01 Argentina · Heritage

03 Morocco · FOMO pill

04 Italy · Macro craft

05 Japan · Tunnel walk

06 32 nations · Type-only

09 AFC · Same crest

10 Argentina vs Brazil

12 Packing chaos · Kickoff

13 Argentina · Kit-out

See all 14 ads →

What changes when we engage

From 30 ads a month to 160.

The Y-axis is net new creatives per month. The Carmine bar is your brand at full engagement. The thinner bars are illustrative cohorts. Andromeda's ranking model rewards the brand on the right. Most agency-built creative pipelines ship the brand on the left.

Your brand (at $100K coverage) Comparable cohorts

Today you ship around 30 to 50 net-new creatives a month between internal strategist, influencer reposts, and two agencies you brought on for the World Cup. At the $100K-coverage default, 135 to 160 net-new creatives a month, all indexed by country, persona, angle, and emotion. Slide higher and that number scales with you. That is the volume Meta is asking for.

The engagement

How much of your Meta spend do you want SelfMade to cover?

You're running $450 to $540K a month on Meta through the World Cup window. Drag the dial below to set the slice you want SelfMade to point at. The package fee, the concept volume, and the per-creative rate all derive from that single number. Every position runs the same loop: Adlib gap-analysis briefs, country-persona-angle matrix, Agent-10 creative grading (≥90 to ship), 24-48 hour cycle. The deeper you go, the lower the per-creative rate. Agency benchmark is $400 a creative. Even the entry position lands 75% below that. World Cup velocity lands 86% below.

Your monthly Meta spend coverage 86% below agency benchmark

Drag to set your monthly Meta spend coverage.

At $400K of monthly Meta spend covered, SelfMade ships 80 concepts a week for $18,000 / month. $56 per creative. 86% less than agency standard.

Add 16 landing pages / month, +$17,500 "Without even changing our creatives, our average CAC reduction was 30% across accounts."

All-in monthly $18,000 $18,000 package + $0 landing pages

Above $540K/month at peak. Comma's World Cup window runs $450 to $540K on Meta. The slider tops out at the upper bracket; if the actual spend pushes past it, the same per-creative economics carry up and we size the capacity together on the call.

First two weeks

Days 0, 3, 7, 14.

What it looks like from kickoff to full velocity. The 14 spec ads on this page were built in under 48 hours, so day 7 is realistic, not aspirational.

At the recommended $400K coverage. Slide higher or lower and the cadence scales proportionally. The calendar stays the same.

Day 0

Kickoff call.

Brand-bible audit. Product feed lock. Country-persona matrix workshopped against your top six jerseys. First Adlib gap report on your account. Slack channel up. You meet the strategist and editor on the same call.

Day 3

First 30 statics live.

Roughly half a week of velocity in the auction by end of day three. Top three countries get their first ads. Country LP wireframes shipped (if LP add-on). The 14 spec ads on this page were built in under 48 hours, so 30 in three days is realistic, not aspirational.

Day 7

80 statics live. First Skipper report.

Week one complete: 80 net-new statics all in your account. First Skipper persona report against your reviews and social listening (the player nobody's heard of yet who's about to be a story). Editor pass turnaround = 24 hours.

Day 14

160 statics cumulative. LPs live.

Two weeks in, 160 net-new statics shipping at 80/week cadence. Country LPs live (if LP add-on). Adlib gap report v2 against your first two weeks of in-flight ads. First time-series learnings from the ad account: which countries, personas, and angles are pulling and which need a fresh angle.

About SelfMade

The AI-creative engine.

We're an AI-first creative house priced on a per-creative basis ($1K / net-new-creative). The team Will named on the call: a creative strategist, an editor doing the human-in-the-loop pass on every render, a media buyer. We work with brands from $60-80K per month in Meta spend up to eight-figure accounts. The constant across all of them is volume + diversity + analytical horsepower in service of the same line: feed the auction what it's asking for.

1,000s

ads shipped per month at full engagement

rubric scorecard before any ad ships

24-48h

cycle from brief to graded

Built for Winston.
Built for .