Six concepts.
Two surfaces.
One private-pay practice.
A first read on how the Psychological Wellbeing brand can show up in paid social — three doors keyed to the specialty stack (EMDR · bilingual · ASD), and three doors keyed to the practice itself. Identity-neutral throughout. The full production set expands each winning concept into a four-placement build with copy variants and matched landing-page lockups.
Six concepts. Two buckets.
Concepts 01–03 are specialty doors — each one a direct pitch for a clinical wedge that already lives inside the practice (EMDR · bilingual · ASD). Concepts 04–06 are brand doors — each one a pitch for the practice itself (out-of-network framing, founder credentials, the “private-pay vs. panel” argument). Both buckets are designed to land on the same private-pay intake; the persona dictates which door we open in front of them.
Every frame is composed end-to-end inside the image: headline, body, CTA, and wordmark all rendered in the production register. No CSS overlay, no after-the-fact text. Identity-neutral throughout — no faces, no demographic presumptions, no clinical-stock-photo shortcuts. The next step is a four-placement build per winning concept and (where appropriate) consented founder portraiture commissioned as a separate session.
Landing: /emdr-trauma
Landing: /bilingual-therapy
Landing: /asd-adults
Landing: /high-achieving-adults
Landing: /about-bruno
Landing: /high-achieving-adults
One concept becomes a full production set.
The six frames above are creative directions, not finished campaign assets. Once Bruno picks the winners (typically two to three per round), every approved concept expands into a four-placement build, a copy bank, and a matched landing-page lockup.
Four placements. Three copy banks. One landing-page lockup.
Each winning concept moves from a single feed frame into a full production set: a 1:1 feed cut, a 4:5 vertical-feed cut, a 9:16 stories / reels / TikTok cut, and a 16:9 display / YouTube / LP hero cut. Headlines, primary text, and CTAs are A/B-banked for in-platform optimization. A matching landing-page hero block is built using the same composition and copy so the ad-to-page transition is seamless.
What each ratio is for.
| Ratio | Surfaces | Primary use | Treatment notes |
|---|---|---|---|
| 1:1 | Feed · Search Preview | Cold-prospecting on Meta. The default test placement for any new creative. | Headline carried inside the image; CTA pinned bottom-right. Wordmark always present. |
| 4:5 | IG Primary Feed | The tallest format in-feed; highest engagement signal for therapy considered-purchase audience. | Composition rebalanced — image dominant top, text stack bottom. Same headline, slightly tighter line break. |
| 9:16 | Stories · Reels · TikTok | Vertical full-bleed surface. Where motion variants and short-form video lives. | Headline broken into reveal frames; CTA “swipe up” or sticker overlay. Text-only opener variant tested per concept. |
| 16:9 | Display · YouTube · LP Hero | Display network, YouTube in-stream, and the matched landing-page hero so ad-to-page is one composition. | Headline left-anchored, image right-bleed. Used both as a paid placement and as the on-page hero block. |
The copy banks behind each frame.
For every concept, AYMI ships a written copy bank — multiple headline variants, primary-text variants, and CTA variants — so Meta can rotate the variants in-platform and the winners surface from real spend data, not from the meeting room. A representative sample, drawn across both buckets:
| Kind | Copy |
|---|---|
| Headline · EMDR | Some memories don’t fade. They get re-filed. |
| Headline · EMDR alt | EMDR therapy with a clinician who’s done this for twenty years. |
| Headline · Bilingual | Tu primera sesión, en el idioma que piensas. |
| Headline · Bilingual alt | Una terapeuta que cambia de idioma cuando tú cambias de idioma. |
| Headline · ASD | ASD-informed therapy for adults who weren’t given the language until later. |
| Headline · Insurance hook | Insurance can’t define you. |
| Headline · Insurance hook alt | A diagnosis isn’t a billing code. It’s a starting point. |
| Headline · Founder | Two decades. Three states. One waiting list worth joining. |
| Headline · Private-pay vs panel | Longer sessions. Shorter waits. No panel to convince. |
| Primary text · EMDR | EMDR is the protocol with the largest evidence base for PTSD — and the one most therapists don’t actually do. Twenty years of practice, certified since 2018. Book a 15-min consult to see if it fits. |
| Primary text · Bilingual | Therapy works best when you’re not translating your own life. Bilingual sessions in Spanish or English, scheduled across NM, OK, and CO. |
| Primary text · Insurance hook | Out-of-network therapy isn’t a luxury. It’s longer sessions, shorter waits, no diagnosis attached to a billing code, and a clinician who isn’t three referrals deep into a panel. Most plans reimburse 50–80%. |
| CTA · transactional | Book a 15-min consult → |
| CTA · low-commitment | Start with an assessment → |
| CTA · bilingual | Reserve una consulta · Book a consult → |
What ships at production.
At production we anchor against (a) real photography of clinically appropriate settings — identity-neutral still-lifes shot in-studio rather than stock and, where appropriate, (b) a consented founder portraiture session with Bruno — single editorial frame, restraint-first, in the same warm cream / olive register as the editorial pack. Founder portraiture comes with a separate consent rider and a usage agreement covering paid placements, organic surfaces, and a defined twelve-month rights window. We do not present an AI-generated face as Bruno’s likeness in any production placement.
The proposal — visualized.
The marketing proposal lays out three specialty doors (EMDR · bilingual · ASD), a brand-led private-pay positioning, and a booked-shown funnel. This creative pack is what that strategy looks like when the ads start running.
- ✓ Specialty doors (Concepts 01–03) — route to the three persona landing pages described in §04 of the proposal. Each one runs as its own ad track with its own creative concept, audience, and budget.
- ✓ Brand doors (Concepts 04–06) — carry the “private-pay vs. panel” argument named in §02 of the proposal and the validated “insurance can’t define you” hook that produced the original inquiry.
- ✓ Production yield — per the proposal’s Growth System tier (§12), the system runs eight to twelve new creative concepts per month across three persona tracks. This pack is the visual answer to what one month of that production looks like.
- ✓ Measurement — every concept is evaluated on cost-per-booked-shown, not cost-per-click. Cheap clicks on therapy ads are worse than no clicks at all.
Confidential — for Bruno and the Psychological Wellbeing team only.