Ad-venturous

In this episode of Ad-venturous, Aves kicks off a new mini-series on rebrands by unpacking why they spark so much outrage in today’s Omnipresent Brand era. From Cracker Barrel’s infamous logo switch to Tree Hut’s surprisingly controversial packaging update, we look at how brands misdiagnose relevance problems, how internet culture turns design tweaks into moral battles, and why consumers are more emotionally invested in brands than ever before.

You’ll also hear how backlash, misinformation, and TikTok engagement loops can distort what’s actually happening inside a business, plus why a rebrand of...

If you missed this the first time, it’s a great reset on how to think about creator content.

What’s the difference between UGC, CGC, and EGC—and why does it matter?

In this episode, we break down the “big three” of creator content:

🧍‍♀️ User-Generated Content (UGC): Authentic, messy, and made by real customers.

🎥 Creator-Generated Content (CGC): Polished, paid-for, and built with marketing goals in mind.

💼 Employee-Generated Content (EGC): A rising star that’s human, honest, and powerful.

Avery shares how eac...

In Part 3 of Building the Omnipresent Brand, we zoom in on where DTC marketing stands right now, and why the brands winning attention aren’t chasing aspiration, but reflecting reality.

This episode explores the “Norman Rockwell era” of marketing: creative that holds up a mirror to people’s real lives, values, and environments. Aves unpacks why relatable, grounded content is outperforming polished perfection, how brands can cooperate with culture without co-opting it, and what this shift means for creative strategy heading into 2026.

#DTCMarketing #BrandStrategy #CreativeStrategy #PerformanceMarketing #EcommerceMarketing #DigitalMarketing #BrandRelevance #ContentM...

In Part 2 of this series, Aves steps beyond tactics and into culture.

As brands become omnipresent, the line between art, advertising, and identity starts to blur. This episode explores the return of Dadism in internet culture, the rise of absurdity as strategy, and why AI-driven content is forcing brands to rethink what originality and relevance actually mean heading into 2026.

If everything is content, where do brands push boundaries—and where should they stop?

#OmnipresentBrand #BrandStrategy #CreativeStrategy #InternetCulture #ModernMarketing #DigitalCulture #AdvertisingTrends #MarketingPodcast #DTCMarketing #BrandRelevance #ContentStrategy #Fu...

In this episode, Aves kicks off a three-part series on what replaces the millennial brand and why “omnipresence” is the next frontier for brands that want to stay relevant in 2026 and beyond.

She breaks down the cultural shift toward sameness, why consumers now buy to belong instead of stand out, and how brands like Rhode have mastered constant, subtle visibility.

You’ll also get a practical tool to anchor all of this theory: the message box, a simple framework Aves uses to clarify brand identity, sharpen personas, and build the fo...

Black Friday is over, but this is NOT the time to take your foot off the gas. In this episode, Aves walks through the exact system she uses to organize hundreds of ads, break down what actually happened over BFCM, and extract the insights that drive next year’s wins.

You’ll learn how to structure a clean performance review, map creative by persona, identify who your ads really resonated with, and run a post-mortem that removes emotion and focuses on truth. Aves also shares the framework she’s used for years across industries to sep...

Aves breaks down her real, in-the-weeds workflow for optimizing creative during the biggest revenue weekend of the year. No generic “best practices,” just the exact steps she takes to find hidden winners, fix underperformers, and squeeze every last drop of performance out of Meta, Shopify, and your landing pages.

In this episode, you’ll learn:

In this episode of Ad-venturous, Aves breaks down what it really looks like to use social platforms with intention when social is literally part of your job.

From personal posting to structured inspiration gathering to deep persona research, Aves explores how to show up online on purpose, not out of habit. She shares:

Why “unstructured research time” isn’t research

How personal posting can actually make you a sharper, faster creator

The real way to separate work scrolling from leisure scrolling

Where personas actual...

That weird, cozy week between Christmas and New Year’s isn’t just for leftovers and movie marathons; it’s one of the most overlooked opportunities in marketing.

In this episode, Avery breaks down what “Q5” really is, why CPMs drop while audiences scroll endlessly, and how smart brands use this window to squeeze in extra revenue before year-end. From verticals that thrive (wellness, fitness, CPG) to creative angles that actually work (“Santa didn’t get you what you wanted?”), this is your guide to turning holiday downtime into serious results.

#Ecommerce...

Gifting isn’t just a holiday afterthought. It’s one of Q4’s biggest growth levers. In this episode, Avery breaks down how to build a real gifting strategy that goes beyond discounts and flash sales.

Learn how to:

If your ads are only focused on “the sale,” you’re missing one of the most powerful opportunities of the season.

#AdventurousPodca...

Big Milk is back. 🥛

In this episode, Avery breaks down how challenger brands can stand out when they’re up against legacy giants.

Using Oatly’s cheeky, copy-driven approach as a case study, she explores what it really takes to differentiate, from breaking category conventions and rethinking PDPs to using humor and design as your secret weapons.

If you’re fighting for attention in a space dominated by the “big guys,” this episode’s for you.

#DTC #MarketingPodcast #Adventurous #BrandStrategy #CreativeStrategy #Ecommerce #PerformanceMark...

No one trusts you. Yet.

In a world where anyone can start a brand, trust is your biggest advantage, and social proof is how you earn it.

In this episode, Avery breaks down how to use reviews, comments, and community interaction to make your ads more believable, your customers more confident, and your brand more human.

From reputation building to leveraging social proof across every stage of the funnel, this episode is your roadmap to making people actually believe you.

We’re in the thick of Q4.

AKA, the most chaotic, high-stakes, and exciting time of the year for ecommerce brands. In this episode, Avery breaks down the best practices for crafting sale ads that actually work during peak season.

From keeping your offer simple to balancing scrappy and polished creative, staying prepared for last-minute pivots, and nailing your post-click experience, this episode is your quick-hit checklist for ads that convert.

Breathe, simplify, and make it sell.

#Q4Marketing #Ec...

There’s a fine line between standing out and turning people off. In this episode, Avery unpacks the difference between differentiation and alienation—and why brands that mistake one for the other risk losing relevance fast.From Refy’s “Iconic Never Gets Old” campaign to the downfall of try-hard “pick-me” branding, Avery explores how intention, optimism, and care separate the brands that build connection from the ones that repel it.#MarketingPodcast #BrandStrategy #CreativeMarketing #Differentiation #BrandBuilding #AdventurousPod #DTCPodcast #MarketingTrends #BrandIdentity #ContentStrategy #Advertising #RefiBeauty #AveryValerio #EcommerceMarketing #MarketingInsights #CulturalBranding #BrandVoice #MarketingCommunity #SocialMediaStrategy #CreativeStrategy

00:00 — Introduction: Differentiation vs. Alienation - The Fine Line...

Winning ads start with strong angles.

In this episode, Aves Valerio breaks down her “Try-Angle Method” for developing ad angles that connect across personas, platforms, and funnel stages.

From spotting the difference between features and benefits, to avoiding the trap of “just vibes” creative, you’ll learn how to build angles that scale and keep working long-term.

#AdventurousPodcast #MarketingAngles #DTCMarketing #AdStrategy #CreativeStrategy #DigitalMarketing #AdCreative #MediaBuying #GrowthMarketing #EcommerceMarketing #ContentStrategy #MarketingTips #BrandStrategy #Advertising

0:00 — Introduction

2:00 — Why vibes and aesthetics alone won’t scale yo...

What’s holding so many founders and marketers back? Fear of being “cringe.”In this episode of Ad-venturous, Aves breaks down why cringe culture is killing creativity, how authenticity fuels community, and why your next stage of growth might be waiting on the other side of Cringe Mountain.You’ll hear:Why “trying too hard” is actually a superpower.How founder-led content drives brand scale.The mindset shifts that help you post, build, and sell without fear.#Adventurous #Podcast #MarketingPodcast #DTC #DirectToConsumer #BrandBuilding #CringeCulture #Authenticity #FounderLed #ContentStrategy #CommunityBuilding #MarketingMindset #CreativeStrategy #FearlessBrands #ScaleWithAuthenticity0:00 – Introduction3:00 – Effort Over Talent10:00 – Redefining Cringe22:00 – Authenticity That Scales28:00 – B...

Want to stop creating ads in chaos and start building content that actually scales? In this episode of Ad-venturous, Aves shares her proven creative workflow system, including the monthly ads planner she uses with high-scale brands at Pilothouse.

You’ll learn how to:

Plus, Aves walks through her daily and monthly planning tools, why creative is a “muscle” you can tr...

Here’s how to win Q4 without burning out your ad budget. Aves breaks down why creative diversity beats raw volume on Meta and walks through the exact workflows to keep your top of funnel fresh and converting.

You’ll learn:

AI isn’t going anywhere, but does it really have a place in creative work? In this episode of Ad-venturous, we break down the buzzy conversation around “taste” in marketing and why it might be the wrong skill to obsess over.

Using Julia Child and Anna Wintour as case studies, we explore the difference between taste (personal, subjective, and often a privilege) and discernment (the ability to judge and make the right calls for your brand). From Liquid Death’s scrappy AI campaigns to Diptyque’s artistry-driven ethos, we’ll look at how brands can, and sho...

When it comes to ads, sound is more than background noise; it’s a performance driver.

In this episode of Ad-venturous, Aves breaks down how audio choices shape attention, emotion, and conversions.

From stronger voiceover scripts to smart use of trending sounds and even ASMR, discover how to make your ads not just look good, but sound unforgettable.

#AdventurousPod #DTCMarketing #AdCreative #AudioMarketing #VoiceoverTips #TrendingSounds #MarketingStrategy #PerformanceMarketing #CreativeStrategy #SoundMatters

00:00 Introduction – Why sound matters in ads

03:00 From Silent Scrolls to Sound-On – How TikTok and Reels change...

Labor Day isn’t just another sale. It’s the launchpad into your biggest promo season.

In this episode, Aves breaks down a creative checklist to make sure your content actually drives clicks and conversions.

From UGC, CGC, and EGC to static ads, lo-fi trends, and landing page tweaks, you’ll get practical ideas to set your brand up for Labor Day wins that roll straight into Q4.

#LaborDayMarketing #EcommerceMarketing #AdCreative #ContentStrategy #DTCMarketing #HolidayCampaigns #MarketingPodcast #BrandGrowth #Q4Prep #DigitalAdvertising

00:00 Introd...

Scaling your Meta ads shouldn’t feel impossible. But if you’re stuck, you might be making one (or more) of these six mistakes.

In this solo episode, Avery shares the most common issues spotted during ad account audits (from limited creative range to soulless ad libraries) and how each one can quietly cap your growth.

You’ll learn what to cut, what to double down on, and how to build ads that balance brand and performance so you can unlock sustainable scaling.

Whether you’re...

Q4 might feel far away—but blink and it’s Black Friday. In this episode, Avery kicks off a special Q4 prep series focused on setting your brand up for sanity and scale. From stocking the pond with high-intent audiences to analyzing last year’s creative, locking in your marketing calendar, and prepping evergreen sale ads, this is everything you wish you’d done early… delivered right on time.

Whether you’re a brand operator or creative lead, now’s the moment to plan ahead so you’re not scrambling come November. Future you will be very, ve...

What do lipstick sales, luxury smoothies, and little online indulgences have to do with your acquisition strategy?

In this episode, Avery breaks down the cultural and economic forces behind the “lipstick effect” and the rise of the “little treat economy”—and how these trends shape the way modern consumers buy. You’ll learn how to use these insights to identify your tier-one products, simplify the path to conversion, and build strategies that hold up no matter what the economy throws your way.

If you’re thinking about how to optimize acqui...

What do Karl Marx, TikTok slang, and the 2025 Superman reboot have in common? In this episode, Aves dives into the idea of resonance—what it is, how to spark it, and why timing and culture matter more than ever for brands trying to stay relevant.

We break down:

If your brand growth...

What’s the difference between UGC, CGC, and EGC—and why does it matter?

In this episode, we break down the “big three” of creator content:

🧍‍♀️ User-Generated Content (UGC): Authentic, messy, and made by real customers.

🎥 Creator-Generated Content (CGC): Polished, paid-for, and built with marketing goals in mind.💼 Employee-Generated Content (EGC): A rising star that’s human, honest, and powerful.

Avery shares how each content type works, when to use them, and what kind of results to expect—plus real-world examples from brands like Coach.

What do Michelangelo, Charlie XCX, and a candy-loving Victorian man-child have in common? A bold artistic vision—and a lesson in trusting it.

In this episode of Ad-Venturous, Aves dives deep into one of the weirdest and most iconic ads of all time: the Starburst “Berries and Cream” commercial. From the origins of Little Lad to their 2021 TikTok resurgence, we unpack how performance art, absurdity, and brand trust collided to create a cultural phenomenon.

You’ll learn:

🎨 Why the best ads are built on big creative risks

📉 Why...

What do Apple’s iconic “Get a Mac” ads and political campaigns have in common? A little-known framework that shapes how people think—and buy.

In this episode, Avery breaks down the message box: a dead-simple, wildly effective strategy tool used by political pros (and now, smart marketers) to craft campaigns that stick.

You’ll learn:

What the four quadrants of a message box are—and how to fill them in

Why “us vs. them” thinking still works (when used strategically)

How Apple made PCs look li...

In this episode of Ad-venturous, we dive into the messy, malleable identity of Gen Z through the lens of F. Scott Fitzgerald’s The Great Gatsby.

Aves breaks down what Gatsby, Nick, and the ever-watching eyes of Dr. T.J. Eckleburg can teach us about internet culture, trend-chasing, faux authenticity, and the paradox of being both observer and influencer in a generation obsessed with being seen.

Spoiler alert: we’re all a little more Nick than Gatsby.

Whether you're a Gatsby stan, a Gen Z ma...

Boomers started out as free-loving, bead-wearing, anti-establishment rebels—and somehow became the poster generation for avocado toast hate and PDF confusion. What happened?

In this episode of Ad-venturous, we’re digging into the boomer switch-up—how a generation that once championed love and disruption came to be seen as rigid, competitive, and a little bitter.

We explore generational hedonism, the myth of “enough,” the hedonic treadmill, and how marketers can stop painting boomers as boring and start reaching them with humanity and humor.

Also yes, we ki...

Gen X gets left out of the generational discourse far too often—but what if they’ve been the ones quietly holding everything together this whole time?

In this episode, Aves dives into the lived experiences, cultural impact, and consumer behavior of Gen X. From latchkey kids and Riot Grrrls to menopause startups and R&D brilliance, we’re unpacking what makes this generation tick—and why brands need to stop ignoring them.

If you think Gen X is too chill to market to, you’re probably just doing it wrong.<...

Millennials have been mocked, memed, and misunderstood for years—but what if they were actually onto something all along?

In this episode, Aves dives deep into the millennial psyche: their nostalgia, their resistance to cringe, their complex relationship with identity, and how all of it plays out in the world of marketing.

From iPod ads and participation ribbons to avocado toast and Disney adults, we explore what actually motivates millennial buyers—and how brands can authentically connect with them.

Whether you're a marketer trying to r...

And Wanna Learn to Do Other Stuff Good Too...

Writing great copy isn’t about sounding clever—it’s about making real human connections.

In this episode, we dive into what makes copy actually good (hint: it’s not AI alone), why authenticity still matters, and how small details can scale your brand voice across platforms.

From luxury coffee to political speeches to a legendary Chivas Regal ad, we explore the emotional backbone of great marketing. Plus, a reminder that Father’s Day is the perfec...

What do lollipops, Salvador Dali, and your brand have in common?

More than you think.

In this episode, we unwrap the surprisingly powerful branding lessons behind Chupa Chups—the iconic lollipop brand with a surrealist twist.

From a Dali-designed logo to a sugar-free product that still flies off shelves, you'll learn how to blend design, desire, and strategy to create brand stickiness (pun intended).

Whether you're running ads, optimizing landing pages, or building your next big campaign—this sweet story might just reshape your approach.

0:00 – Introduction

2:00 – The Importan...

On this episode of Adventurous, Aves breaks down how DTC brands should be using Memorial Day not just as a sales event—but as a mission-critical test for Q4.

From offer structure to creative strategy, this episode is a goldmine for marketers who want more than just “cheap clicks.”

Key topics covered:

On the debut episode of Ad-venturous, DTC’s new podcast, Avery Valerio from Pilothouse takes us deep into the making of one of the greatest ad campaigns of all time—Got Milk?.

From Aaron Burr to Beyoncé, the campaign is more than just milk mustaches; it’s a masterclass in understanding human behavior and turning bland products into culture.

In this episode, you’ll learn:

Why the absence of a product might be the most powerful narrative

How to build a repeatable creative process in a high-volume media environme...

Welcome to Ad-venturous! Tune in for the first full episode on May 8th.

Here's what's in store 👇

We see more ads in our day-to-day lives than ever before and yet most of them… kind of suck. What happened to the days of adventurous marketing? Alongside creative thinkers from a vast variety of professional backgrounds, we’re diving deep into our favorite (and least favorite 🌚) ads of all time to find out how they helped to shape today’s cultural landscape. 

Join Aves from Pilothouse as she continues to...