Founder-led ads
Founder ads. The story only you can tell.
The founder on camera, scripted from the data, shot so it does not look like an ad. Authority and authenticity no creator can borrow. Twenty minutes of your time becomes a month of tests.
The receipts
1/3
Of all Meta purchases for The Black Stuff now come from our ads.
$1.1M+
Profitably deployed behind founder-led, UGC and studio for one brand.
+72%
Click-through rate for Humantra, founder-led ads in the mix.
Why the founder converts.
Nobody knows the product, the customer or the reason it exists like the person who built it. Viewers can tell. A founder saying "here is why I made this" beats a paid smile every time trust is the objection. It is also the one format a competitor cannot copy.
When to use it.
Launches and new products. Categories that need explaining. Premium prices that need a reason. Accounts where the founder’s own phone videos already outperform the agency work, which happens more than agencies admit. That was The Black Stuff before we started.
How we make it painless.
No teleprompter and no script to memorise. We interview you on camera with questions built from your reviews and your ad data, then cut the answers into hooks, stories and objection-handlers. One session, in our Manchester studio or remotely with a kit we send, becomes ten to twenty ads.
Recent founder ads
Made by Fraggell, run at real spend. Green chips mark a top ad or a measured result.
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How a founder winner gets made
Same flywheel as everything we ship. Every round of testing feeds the next.
- 01
Research
Your reviews, your ad account, your objections. The questions write themselves.
- 02
Interview
One session, on camera, question-led. No lines to learn.
- 03
Cut
Hooks, stories, objection-handlers. Ten to twenty ads from one sitting.
- 04
Read the data
The best answers become the next round of questions.
“I've been working with Fraser and his team for over a year now, and I can tell you that investing in a great creative team brings diversity, scale and significant improvements into your ad account. So if you're currently in a plateau of growth, or your ad account is struggling, I'd recommend trying Fraggell. Money well spent.”
Fair questions,
straight answers.
Still weighing it up? Two minutes tells us both whether we're a match.
Start your application →What if I am awkward on camera?
Most founders are, for the first ten minutes. That is why we interview rather than script. You answer questions about the thing you know best, and the edit does the rest. The slightly unpolished delivery is the point.
How long does a shoot take?
One session of one to two hours. In our Manchester studio, at your place, or remotely with a capture kit we send you.
How many ads from one shoot?
Ten to twenty, cut into different hooks and lengths, plus the raw answers banked for later rounds. Founder shoots are the highest yield hour in the account.
Do founder ads scale, or just work for a week?
They scale when they are treated as a format, not a one-off. We iterate the winning answers, pair them with UGC and statics, and refresh with a new session each quarter.
Do you only do founder ads?
No. Founder, UGC, studio and statics from one team, because creative diversity is how winners keep showing up. Founder-led is the piece most agencies skip.
Fill out your application
Ready to find your next winner?
Tell us about your brand, your goals and your numbers. That's enough for us to know whether we can help.
- 2-minute application, no pitch deck
- An honest call, not a hard sell
- A straight answer either way
We read every application. You'll either book a call or get an honest "not now."