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The shoot and the ads, from one Cape Town team.

Photo, video, design, copy, motion graphics and the ads made from them. You talk to one person, and one team plans the work, makes it, runs the ads on Meta and Google and keeps what sells.

Book a call Email Jo
Two hands hold a thin slice of pear against a white wall From above, a spread of small plates at SCAPE A hand with a ring on a green menu Dark red grapes in their juice for Backsberg A slice of meringue tart at SCAPE At De Wildeveldt, a couple on a rock at sunset From above, a white house in the veld at De Wildeveldt

You've got something worth buying.

The Sea Point promenade from above on a Saturday morning, busy with walkers, runners and families. A mother with a pram and an older couple on a bench are circled in red. Customer A Customer B

First, who buys it.

Then, where they look.

  1. Feed
  2. Stories
  3. Reels
  4. Search
  5. YouTube

Then, what makes them stop.

Now make the ad, then a few.

A SCAPE feed ad set as a menu card, a plate held out on black above the words Chef new, Menu new, Table yours

Let the numbers choose.

Version A

Version B

Orders for the same spend

Example race

Back the leader.

Then go again.

Start with a free 15-minute call.

Book a call Email Jo

A shoot, ads or both.

  • A shoot.

    Photos and video, with the design, copy and motion graphics around them, for your site, your shop and social media, planned so they can run as ads too.

    Video productionPhotography

  • Ads.

    We make your ads, run them on Facebook, Instagram, Google Search and YouTube, test versions against each other and put the budget behind the winners.

    Ads on Meta and Google

  • Both.

    One plan for the shoot and the ads, so every photo and video is made to run as an ad, and the next shoot starts from what sold.

    Shoot and ads together

See what it costs on Prices and questions.

Less to manage.

What we've noticed with clients is that too many people get involved. Often it's account managers and different people looking after different parts, each with their own calls, and it gets a bit much. With us, you talk to Jo. Jo works with Sean Oosthuizen at Futurehouse Agency, and between them they cover the plan, the photos, the video, the design, the copy, the motion graphics and the ads. Everything is made to sell, and the numbers tell us what to keep.

See the Futurehouse work at futurehouseagency.com

Most ads get made backwards. Someone shoots something nice, posts it, boosts it and hopes. We start with the person who buys and work back to the ad.

  • Boosted posts nobody can measure.
  • A beautiful video that sold nothing.
  • An agency quote priced for a much bigger brand.

Where to start.

  1. A free 15-minute call.

    What you sell, who buys it and what you've tried so far. The diagnosis happens on the call, so you leave knowing what we'd fix first.

  2. A proposal.

    The shoot, the ads or both, built around the budget you have set aside, with our advice on how to use it. The ad spend is billed to you directly.

  3. Onboarding.

    Access, brand files and the numbers to beat. Then we plan the shoot or start the first round of ads.

Then the work runs in rounds.

Every round runs the same five steps and starts from what the last round showed.

  1. Who buys, why they buy, where they spend their time online and what makes them stop scrolling.

    Built from your sales, reviews, comments and competitors, whatever you have, then written up as a profile you can argue with.

  2. What to say, to whom, on which channel, and what to test first.

    One page with the audience, the message, the formats, how the budget is split and what counts as a win.

  3. The ads, in whatever the idea needs, from copy and design to photo, video or AI.

    Several versions of every ad, so the test has something to choose between.

  4. The versions run side by side and the numbers pick the winner.

    You see what ran, what it cost and what it brought in, in plain words.

  5. Keep what works, cut what doesn't and make the next round.

    The winners get new versions, and the next round has to beat them.

One product, a different ad for each customer.

People stop for different things, so each customer profile gets its own version, made for where it runs, from the Facebook and Instagram feeds to Stories, Reels, Google Search and YouTube.

  • Facebook feed
  • Instagram feed
  • Instagram Stories
  • Reels
  • YouTube
  • Google Search

Example

Test plan

Hypothesis
People who want quiet may cost less per booking than people who want to explore.
Variants
Customer A ads against Customer B ads, same budget, two weeks.
Metric
Cost per booking.
Win
The customer who costs less per booking gets the next two weeks of budget.
Facebook and Instagram feed
De WildeveldtSponsored
De Wildeveldt feed ad for Customer A: More to do. Same quiet.
Book now

De Wildeveldt More to do. Same quiet. Couples massage on the West Coast.

De WildeveldtSponsored
De Wildeveldt feed ad for Customer B: 2,000 hectares. Pick a rock.
Book now

De Wildeveldt 2,000 hectares. Pick a rock. On foot, by bike or on horseback.

Instagram Stories
De Wildeveldt story ad for Customer A: More to do. Same quiet.
De Wildeveldt story ad for Customer B: 2,000 hectares. Pick a rock.
Feed, both customers
De WildeveldtSponsored
De Wildeveldt feed ad for both customers: Time slows. You don't have to.
Book now

De Wildeveldt Time slows. You don't have to. Mountain biking on the West Coast.

Ads that are ready to run.

You get the whole ad: the idea, the words, the pictures and the setup on Meta and Google. We test versions and tell you which ones to keep.

  1. Copy

    Words that say what you sell to the person most likely to buy.

  2. Design

    Ads that look like one business made them, sized for every place they run.

  3. Photo

    Pictures of your product, your people or your place, taken or made with AI.

  4. Video

    A short video ad plus shorter edits, so you can test more than one version.

  5. Motion

    Movement added to a still ad, or a short animation that explains your product.

  6. AI

    AI images, video and voice for what a shoot can't cover, finished by hand.

More to do. Same quiet.De Wildeveldt, Customer A

2,000 hectares. Pick a rock.De Wildeveldt, Customer B

The menu is new. So is the chef.SCAPE, Customer A

Bread first. Then the new menu.SCAPE, Customer B

A De Wildeveldt feed ad laid out as an editorial page, a mountain biker under the line Time slows. You don't have to.
Magazine page, De Wildeveldt
A SCAPE feed ad set as a menu card, a plate held out on black above the lines Chef, Menu and Table
Menu card, SCAPE
A SCAPE feed ad, its line set on an arc over a plate held out on black
Words on a curve, SCAPE
A De Wildeveldt feed ad, the words in the sky over a couple at sunset on a rock
Photo edge to edge, De Wildeveldt
A woman fastens her bike helmet under a blue sky, De WildeveldtA chef in whites, arms folded, by the window at SALONThree bottles of white wine on a tasting table above the veld, De Wildeveldt

For De Wildeveldt, and for SALON with Futurehouse.

Recent photos
Video production
Four hands bring four burgers together while a word wall slides behind them
From above, six burgers held in a ring, made with AIA saucy burger bite, made with AIFour hands bring four burgers together against an orange backdrop, made with AIGloved hands hold four burgers against a white wall, made with AI

Made to do a job.

Some of our clients, and what we made for each. The tag says what it was: a shoot, ads or both.

Still from the OneDayOnly campaign spots

Six campaign spots.

Both

Brief
The year's biggest campaigns for South Africa's largest daily deals site, Birthday and Black Friday among them.
Made
Six spots written for the feed: Birthday, Deal Verification, Suit Up, Spilling Tea, Eating Cake and JBL, each cut to the versions its channel needed.
Ran
Paid ads on Google and Meta, and OneDayOnly's own social channels.
Did
Every campaign hit its sales and marketing targets, measured on return on ad spend and cost per lead.
Role
Concept, direction, production and edit.

See the OneDayOnly project

Still from the Life Artois shorts

Life Artois campaign, six shorts.

Shoot

Brief
Show how people host at home for the Life Artois campaign, with celebrity chefs and influencers at the table.
Made
Dinner and games-night shorts with Chef Nti, Zanele and Bertus, shot over two days with a food stylist on set.
Ran
Media24's publishing titles and websites, and the campaign's own channels.
Role
Production, direction and edit with Media24's content team.

See the Stella Artois project

Still from the Backsberg harvest film

Brand film, 2025.

Shoot

Brief
Show the harvest and the hand-made side of Backsberg's winemaking to the people who buy and sell the wine, here and abroad.
Made
A three-minute film from the Paarl vines into the cellar, the winemaking team on camera, a voiceover carrying the year, and cut-downs for social.
Ran
Pitch decks and supplier meetings, local and international, with the cut-downs on the estate's social channels.
Role
Concept, direction, camera, edit and voiceover.

See the Backsberg project

Still from the Red Room film

Brand film, with Futurehouse.

Shoot

Brief
Put the signature Peking duck in front of more diners, and show what it takes to make it.
Made
A one-minute film from the kitchen to the table.
Ran
The Red Room's own channels.
Role
Concept, production, camera and edit, with Futurehouse Agency.

See the Red Room project

Reels for DUSK and SALON, each cut to do one job in the feed.

SALON, the liquid nitrogen plate

Reel, with Futurehouse.

Shoot

Built to show the dish, layer by layer in close-up, ending in a roll of liquid nitrogen fog.

DUSK, a dessert from mould to plate

Reel, with Futurehouse.

Shoot

Built to make people stay for dessert. A spray gun appears within two seconds, and the finished dessert comes last.

SALON, the ingredients up close

Reel, with Futurehouse.

Shoot

Built to sell the menu, one ingredient at a time.

DUSK, from the coals to the cocktail

Reel, with Futurehouse.

Shoot

Built to fill tables. It shows the kitchen, the table and the bar in 28 seconds.

See all the work

Brands Jo has made work for.

  • Backsberg
  • OneDayOnly
  • Stella Artois
  • Tanqueray
  • Media24
  • New Media
  • SnapScan
  • Boschendal
  • Tokara
  • DGB
  • Belmond Mount Nelson

AI makes the versions. A producer picks what runs.

Testing needs versions, and versions used to mean another shoot. Now they usually don't. We make images, video and copy with AI, mostly Higgsfield and Claude, and nothing runs without our eye on it. When real light on a real product is what the job needs, we shoot it.

See the pictures we made with AI

Nobody pays us for slop.

Jo-Ash Rajcoomar, black and white portrait

You work with Jo.

Jo-Ash Rajcoomar founded Howling Media in 2018 and launched the studio in 2020. Jo leads every job, from the first call to the ads.

At OneDayOnly, a South African online retailer, Jo worked on video ads that ran as paid ads and had to sell.

We make the ad creative for R.E. Cost Seg, a US tax firm, for its campaigns on Meta and Google. Its team runs them.

There's no account manager in between. The person on the call is the person making your ads.

More about us

AI in the rest of your business.

The tools that make the ads can also write the reports, answer the repeat questions, draft the proposals and sort the inbox. If you'd like your team working this way, ask about it on the call.

Start with a free 15-minute call.

Bring what you sell and who you think buys it, and tell us whether you need a shoot, ads or both. You'll leave knowing where to start, whether or not we work together.

Book a call Email Jo

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