Ship the busywork
A hook-led paid social system for a productivity platform entering a very loud feed.
Ship the busywork.
Then get back to the work that ships product.
- Client
- Orbit
- Category
- Paid social campaign
- Industry
- AI productivity
- Year
- 2026
The brief
Orbit was entering a category where every competitor advertised the same screenshot and the same promise. The growth team needed acquisition creative that could carry a broad benefit — less administrative work, more finished output — and enough variation to keep testing for a full quarter without going stale.
The approach
We wrote one line and built five hooks underneath it, each attacking the same problem from a different angle: time lost, focus broken, work duplicated, updates unwritten, evenings reclaimed. The visual system is deliberately austere — near-black, one acid green, a mono caption grid — so the product interface reads as the brightest thing on screen. Motion follows the same rule: type sets, product moves, nothing decorates.
The creative
Nine hours a week, spent on status updates.
Orbit writes them.
Start freeAdmin is not a personality trait.
9h
Given back to every teammate, every week
The busywork tax.
Every tool promises focus. Orbit removes the work that breaks it.
Close the tab. It is done.
Orbit handled it.
One hook, four placements
Every hook is drawn once and re-composed per placement — the type scale, crop and motion timing change, the idea does not.
Ship the busywork.
Ship the busywork.
Ship the busywork.
Ship the busywork.
The result
Concept project. Performance figures are published only where a client has shared verified campaign data.
More work
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