01 · Direction
Creative Direction
One locked creative direction after four years of drift — a single look the whole DTC could finally run on.
Case Study — 03 / 05 · Brand · Direction · AI
ReviveMD
A neglected supplement brand, revived: one locked creative direction and a generative-AI photo pipeline that cut per-image cost 98% and doubled email revenue in three months.
Per-image cost down 98%, sales doubled in six months.
Cost reduction
98%
$50–$250 → $0.08 per image
Productivity
+23%
across carousel production
Revenue growth
2×
sales doubled in 6 months
Per image
$0.08
down from up to $250 a shot
Scroll to step through · 01 / 04
A supplement brand,
neglected for four years.
As Raw Nutrition scaled, Revive became the ‘neglected stepchild’ of Dom Iacovone’s portfolio — four years with no creative direction and no accountability. The DTC side fell apart: off-brand content, no system, momentum bleeding everywhere outside wholesale.
Stop paying $200 a photo
to look worse than before.
The bottleneck wasn't taste, it was throughput: every product shot cost $50 to $250 and weeks of coordination. Treat photography as a generative pipeline instead, and the brand could finally produce on its own schedule, at a fraction of the cost.
One creative direction,
locked in and scalable.
I rebuilt it from the ground up: one locked creative direction, clear brand guidelines, and a baseline content system — personas, pillars, formats, direction. Product photography moved to a generative-AI pipeline with asset libraries, so the team could ship on-brand without a studio.
98% cheaper photos,
2× sales in six months.
Per-image cost dropped 98%, from $50–$250 down to $0.08. Production efficiency rose 23%, and sales doubled within six months. The CMO's verdict: “It looks amazing. Creative direction is locked in.”
The reset, surface by surface.
04 surfaces · direction, system,
AI pipeline, guidelines
02 · System
Baseline Content System
Personas, pillars, formats, and direction — a repeatable system so content stops being one-off guesswork.
03 · AI Pipeline
Generative Photo Pipeline
Product photography on a generative-AI pipeline: $0.08 a shot instead of $250, on the team's own schedule.
04 · Guidelines
Brand Guidelines
Clear guidelines and asset libraries so the system holds without a studio — or a babysitter.
The reset, shipping.
06 surfaces · deck, photography,
guidelines, social
01 · Hook
Pitch hook · the trailer
Deck02 · Context
Four years neglected
Story03 · Cost
AI vs. traditional cost
Data04 · System
Brand guidelines system
Brand05 · Photos
Generative product shots
AI06 · Impact
The impact, in numbers
ResultOne designer, a brand brought back.
Solo direction · with the
Revive MD marketing team
Credits
Creative DirectionMatthew Kenney
AI PhotographySelf · generative pipeline
Brand SystemSelf
ClientRevive MD · Raw Nutrition
Recognition
Per-image photography cost cut 98%, production efficiency up 23%, and sales doubled within six months of relaunch.
Said about the work
Grant GillespieCMO · Revive MDIt looks amazing, but more importantly it's scalable. Creative direction is locked in.
Rebecca BattermanHead of Brand + Marketing · Revive MDThe new direction looks fantastic, so much better than before. I'm confident now that our content will have a wonderful push.
