About
WestartedTheSocialOutlinetofixaproblemwekeptseeing.
Every agency we talked to treated creative like a production task. Brief in, assets out. But the best-performing ads — the ones that drop CPA and lift ROAS — don't come from production lines. They come from understanding the person scrolling past them. What keeps them awake. What they have already tried and failed. What would make them stop and care.
We built The Social Outline around the opposite assumption: that creative is a strategic discipline, not a service line. That the depth of customer insight determines the ceiling on performance. That testing without a thesis is just gambling with bigger budgets.
We only take clients where we believe we can move the needle. And we only measure success in the metrics that matter to your business — not the ones that look good in a deck.
The method
How we build creative that compounds.
Deep customer research
We map pain points and awareness levels. The work starts before the ad — with the human on the other side of the screen.
Concept matrix
We build a creative matrix mapping each ad to a specific awareness stage. No guessing. No swiping. Strategy on a page.
Production
AI UGC, real UGC, static — all on brand and on hypothesis. Speed without losing depth.
Test and scale
We kill losers fast and scale winners with structured iteration. Discipline over drama.
Compound
Winning angles inform the next round. The system gets smarter every cycle. That's the moat.
Founder
Rhys
Rhys has spent the last decade at the intersection of customer psychology and paid social. He started The Social Outline after watching too many mobile apps burn budget on creative that looked polished but failed to convert — because nobody had done the hard work of understanding who was on the other side of the screen.
Before founding the agency, he led performance creative and media buying for apps across gaming, health & fitness, and education — running campaigns that scaled from zero to seven figures in monthly spend. He believes the best creative strategists are part researcher, part psychologist, and part editor.
Ready to make your creative work harder than your media buyer?
We take on a small number of clients per quarter. Apply below.