Mellow Sleep's ad creative is UGC, filmed by contracted creators and produced at volume. That makes the whole operation move at the speed of how fast a good brief reaches the right creator. Almost none of that speed was limited by creative ability. A tool generated ad ideas daily, most of them throwaway, so someone sifted, copied the keepers out, and pasted them into a doc.

Then the brief has to find a creator. Names were matched from memory against a roster, messages went out one at a time, and replies came back across email and DMs. Rates got compared in someone's head, and nothing sat in one place. The person paid to judge whether an ad would work was spending the week on logistics.

What we built

The pipeline runs the coordination half of the job. We wired it in n8n, with Notion as the surface the manager works in. It reads what performed in the back catalogue and what is working in the market, drafts briefs across three models, scores the roster against each brief, and sources new names where the roster falls short. Replies come back to one place, priced against the reach they buy. We left three decisions with the manager: approve the brief, pick the creator, sign the deal. Briefs and sourcing are live today, with the offer and contract stage designed.

The coordination half of the job comes off the manager's week. Briefs get written from what performed, the roster gets scored against each one, and new names arrive on the same list, with the three decisions that need judgment left to a person. What returns is about eighteen hours a week, and fifteen briefs worth approving in place of thirty worth sifting.



Want this pipeline running on your creative? Get in touch.