Social Content Systems

Sales Genius | Lead Boy Paid Social System

Sales Genius is a real estate coaching platform that trains agents to build predictable sales systems. I concepted, directed, and produced a 10-hook paid social campaign for their Lead Boy product, built around a 90s infomercial aesthetic designed to cut through polished ad fatigue on Meta.

Client: Sales Genius (Emma Pace & Ryan Wykes)
Objective: Build a multi-hook paid social system for testing and top-of-funnel performance
Role: Strategy, Creative Direction, Production, Editing
Platform: Meta Ads
Outcome: Produced a multi-hook paid social system designed for testing, differentiation, and top-of-funnel performance
10
Hook Variations
2
Talent Versions
9:16
Vertical Format

Hook Samples

3 of 10 hook variations. Labels moved above each video for clarity. Includes both Emma and Ryan examples.

Emma · Hook 01 · 97% of Agents
Ryan · Hook 04 · Following Up Like It's 1990
Emma · Hook 10 · Your Follow Up Is Trash

Behind the Scenes

Green screen source plates matched with final composited shots.

Before · Green Screen
Green screen plate with tire prop and both talents
After · Final Composite
Final composite at Walmart parking lot with tire effect
Before · Green Screen
Green screen plate with both talents crouching
After · Final Composite
Final composite with castle background and VHS treatment

salesgenius.co

Real estate coaching platform. 3,000+ agents trained across North America.

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Case Study

The Brief

Sales Genius needed a paid social campaign for Lead Boy, their Game Boy-style lead qualification tool. Agents try it free, answer questions through a retro interface with 90s fonts and pixelated graphics, then receive a custom email follow-up sequence. The product is playful and nostalgic. The campaign needed to match.

The concept: a 90s infomercial throwback. ShamWow energy, late-night TV pacing, "But wait, there's more" transitions. The aesthetic was deliberately over-the-top to stand out against polished, forgettable Meta ads.

The Production

1. Strategy + Concept

Collaborated with Emma and Ryan on creative direction. Established the 90s infomercial framework: what to lean into (cheesy energy, bold claims, countdown urgency) and what to avoid (looking cheap vs. looking intentionally retro).

2. Production

Full green screen shoot with both Emma and Ryan as co-hosts. Directed lighting, blocking, and performance to capture authentic infomercial energy. Each talent recorded the core video separately, giving the campaign two distinct talent versions to test across different audiences.

3. 10 Hook Variations

Built 1 core video, then produced 10 unique opening hooks for A/B testing. Each hook attacked a different angle: pain points, curiosity gaps, social proof, urgency, direct challenges. All 10 hooks were produced for both Emma and Ryan, creating 20 total ad variations.

4. Retro Post-Production

VHS static overlays, glitch transitions, countdown timers, bold retro typography. Every effect was intentional: the aesthetic had to feel nostalgic without undermining credibility. Polished production with deliberate retro styling.

All 10 Hooks

  1. "97% of Agents"
  2. "Bandaids"
  3. "Get Lucky"
  4. "Too Many Agents Are Following Up Like It's 1990"
  5. "Is Your Follow Up Screwing Your Marketing Spend"
  6. "Leads Ghosting You"
  7. "Still Following Up Like It's 1990"
  8. "This Creates 15 Days"
  9. "Your Follow Up Is So Bad"
  10. "Your Follow Up Is Trash"

The Funnel

Each ad drove to the Lead Boy free trial. The lead goes through a Game Boy-style quiz interface, answers questions about their real estate business, then receives a tailored email follow-up sequence. From there, Sales Genius handles the conversion (courses, mastermind, or private coaching). Our role: fill the top of that funnel with scroll-stopping creative.

Green Screen Adobe Premiere Pro After Effects A/B Hook Testing Meta Ads VHS Effects