Find your customer.Make the ad.Keep what works.Everything a creative team makes, from one producer and AI.
For businesses that know they need ads and don't know where to start. I work out who buys from you and make the ads in whichever format suits them, from copy and design to photo, video and AI. Then I test them until one earns its keep.
Strategy, copy, design, photo and video, for businesses that need ads and don't know where to start. AI makes the extra versions a test needs without another shoot, and I decide what runs.
First, who buys it.
Then, where they look.
- Feed
- Stories
- Reels
- Search
- YouTube
Then, what makes them stop.
Now make the ad, then a few.
Let the numbers choose.
Version A
Version B
Bookings for the same spend
B wins.
Then go again.
Start with a free 15-minute call.
Most ads get made backwards. Someone shoots something nice, posts it, boosts it and hopes. I 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.
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 I'd fix first.
A proposal.
A few budgets to choose from, with what each one buys. The ad spend is billed to you directly.
Onboarding.
Access, brand files and the numbers to beat. Then the first round starts.
Then the work runs in rounds.
Every round runs the same five steps and starts from what the last round showed.
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.
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.
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.
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.
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
Southeaster Sparkling buchu and lemon
Glasshouse Padel Courts, coaching and leagues
Bergwind Running kit made in Cape Town
Test plan
- Hypothesis
- Hosts buy by the case, so they may cost less per sale than solo buyers.
- Variants
- Customer A ads against Customer B ads, same budget, one week.
- Metric
- Cost per purchase.
- Win
- The cheaper customer gets next week's budget.
Test plan
- Hypothesis
- First-timers need the free racket before they say yes.
- Variants
- The racket offer against the first-night line, same audience, same spend.
- Metric
- Cost per booked first session.
- Win
- The line that books more first sessions for the money.
Test plan
- Hypothesis
- Gift buyers book further ahead than couples do.
- Variants
- Customer A ads against Customer B ads, Meta to inspire, Google Search to close.
- Metric
- Cost per booking.
- Win
- The cheaper booking gets next month's spend.
Test plan
- Hypothesis
- Customer B, the first-timer, buys the whole kit at once; Customer A, the club runner, buys one piece at a time.
- Variants
- Customer A ads against Customer B ads, same budget, two weeks.
- Metric
- Revenue for every rand of ad spend.
- Win
- The audience that brings in more for every rand gets the next two weeks of budget.
SsoutheasterSponsored
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southeaster Hold onto your hat. A cold can for the long way along the coast.
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southeaster Bring something better to the braai. Made in Cape Town. Enough cans for everyone.
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Southeaster sparkling buchu | Made in Cape Town | Hold onto your hat
Cold, lightly sparkling buchu and lemon. Delivered in Cape Town. A cold can for the long way along the coast.
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SSoutheaster
Drinks for the whole table | Bring something to the braai | Sparkling buchu by the case
Sparkling buchu and lemon for hosts. Order a case for Saturday. Made in Cape Town. Enough cans for everyone.
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glasshousepadel Same crew. Better court. Take the same slot every week and turn up.
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glasshousepadel Miss. Laugh. Play. Again. Bring shoes, that's all. No experience needed.
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Padel courts open late | Book in two taps | Glasshouse Padel, Woodstock
Book a court in Woodstock after work. Same crew, better court. Take the same slot every week and turn up.
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Beginner padel in Woodstock | Rackets on us | Beginners at 6pm
Your first game with a coach. Rackets and balls on us. Bring shoes, that's all. No experience needed.
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bergwind Headwind? Good. For the club that runs before work, whatever the wind.
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bergwind Your first 10k. Run into it. Start slower than feels right, and race in the kit you trained in.
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BBergwind
Running kit for windy mornings | Headwind? Good. | Kit for the club run
Tops, shorts and tights made in Cape Town, for the promenade at six. For the club that runs before work, whatever the wind.
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BBergwind
Kit for your first 10k | Ready for race day | Tops, shorts and tights
Running kit made in Cape Town, plus five things to know before the start line. Start slower than feels right, and race in the kit you trained in.
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tidehouse You two, finally off your phones. A rock pool that fills with the tide, on the West Coast.
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tidehouse Give someone the sea. A small stay by the sea, two hours from Cape Town.
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A West Coast weekend stay | Breakfast whenever you surface | Finally off your phones
A small stay by the sea, two hours from Cape Town. Book for Friday. A rock pool that fills with the tide, on the West Coast.
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TTidehouse
Gift a stay by the sea | Their birthday, sorted | On the West Coast
Give a night at Tidehouse. They choose the dates. A small stay by the sea, two hours from Cape Town.
Whatever the ad needs.
The idea picks the format. Some ads are one line of copy on a colour, some need a shoot, and most need a few versions of each.
Copy
Hooks, headlines and scripts written for the feed they run in.
Design
Single-image ads, carousels and the look that holds them together.
Photo
Product, people and place, shot on the day or made with AI.
Video
Short ads, shorter versions of them and the odd brand film.
Motion
Animated images, titles and explainers.
AI
Images, video and voice made with AI, finished by hand.
Hold onto your hat.Southeaster, Customer A
Bring something better to the braai.Southeaster, Customer B
Same crew. Better court.Glasshouse Padel, Customer A
Give someone the sea.Tidehouse, Customer B
Made to do a job.
Four client projects, each made for a goal.
Six campaign spots.
- 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.
Life Artois campaign, six shorts.
- 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.
Brand film, 2025.
- 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.
Brand film, with Futurehouse.
- 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.
Brands I've made work for.
AI makes the versions. A producer picks what runs.
Testing needs versions, and versions used to mean another shoot. Now they usually don't. I make images, video and copy with AI, mostly Higgsfield and Claude, and nothing runs without my eye on it. When real light on a real product is what the job needs, I shoot it.
Nobody pays us for slop.
You work with Jo.
I'm Jo-Ash Rajcoomar. I've run Howling Media since 2020.
I make ads that have to sell. At OneDayOnly, a South African online retailer, I worked on video ads that ran as paid ads.
I work on the campaigns too. On contract for RE Cost Seg, I work on Meta and Google ads: the budgets, A/B tests (two versions of an ad run against each other), a version for each audience, and the numbers in Google Analytics.
I bring in the right people: designers, motion and animation artists, photographers and editors. I've managed large crews, and I work with Sean Oosthuizen at Futurehouse Agency, among others. I use AI when it's the best tool for the job.
See the Futurehouse work at futurehouseagency.com
There's no account manager in between. The person on the call is the person making your ads.
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. You'll leave knowing where to start, whether or not we work together.
Or send a few lines
Thanks, it's in.
You'll hear from Jo within a working day.
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