EVICTION NOTICE
P1 Concept Lab
Internal · CEO Review
The original concept the CEO described: brain fog, bloat, gas, hiding the body — four pains in one frame. Four visual directions below, rebuilt in 4:3. This review is about the AESTHETIC / feel only. The labels (FOG / HIDE / GAS / BLOAT) are placeholders — the verbiage gets reworked once a visual direction is chosen. Tap any to enlarge.
The four slides the CEO asked to change, side by side: the version he marked up (left) vs the new copy (right). These are the ONLY content changes from his 7:32pm notes — everything else in the decks is untouched. Tap any image to enlarge.
The CEO killed the first P3 for being generic. This one runs the framework: it reframes the "full/heavy" badge as rot (Region-Beta pushes the tolerable over the line), then fires the disarm the brand has never used (Semmelweis): you eat clean, so you ignored it, and that discipline is feeding the brick. Reframes, not pain-statements. Same R2/R3 type system, real Archivo Black.
9 slides, in order. Oversized-text hook → 4 hyperreal pain slides (real photo + the R2/R3 type style overlaid) → the turn → product reveal → the fix → CTA. Color, shredded aspirational casting, premium settings. Tap any slide to enlarge. Scroll down for the rebuild history and the original 1/10 set.
The CEO rated the first pass 1/10: wrong guys, looked AI, gross. Rebuilt on the hero scene: shredded aspirational alpha, premium setting, bloat shown as a contrast on a cut frame (not a fat gut), heavy real-photo cues. Judge these against the old set below.
Per the CEO's 6/3 note: the simplified stat lost its punch. Two copy directions explored. Copy A: "200g PROTEIN. / ENZYMES MAXED. / THE REST FERMENTS." Copy B (his "makes sense" version): "YOU EAT 200g PROTEIN. / YOUR ENZYMES TAP OUT. / THE REMAINDER ROTS." Punch brought back with red on the number, red on the rot, escalating size, and a mechanical-limit subtext. Shown in the logo-on-top (primary) treatment. Tap to enlarge, tell me the winner.
Every one built the right way: the brand-kit transparent stick uploaded as the ONLY reference, then GPT-Image-2 builds the reveal around it — faithful product, crisp type. Tap any to enlarge. Pick a direction (or a few) and it becomes slide 06 in the deck.
Two ways to brand each slide. A puts the logo big at the top. B ghosts it across the entire background at 10% opacity as a watermark, so the type is the only solid element. Same slides, both treatments, side by side. Pick a lane and it goes deck-wide.
The original tryout slate. Each variation explores a different angle on the same brief: stop the scroll, name the problem, prescribe the protocol, close on the 60-day guarantee. CEO + Michael reviewed and pulled survivors into Round 2.
The complete 9-slide top-of-funnel deck, formatted for IG/TikTok (4:5 portrait, pure flat black). Use the A / B toggle to compare logo treatments on every slide: A = logo at top, B = full-bleed watermark at 10%. Spacing is now audited deterministically: a uniform logo, a guaranteed gap, zero overlaps anywhere.
Scott hand-picked 13 slides and directed: combine the four pain slides into one, land on 10 total. The "not normal" hook leads, the four pains collapse into a single list, the bridge sets up the Day 1-60 timeline, the protocol runs underneath, and a cleaned CTA closes. Per Scott: EN is the fix back to healthy, not "the new normal."
The concept stays (four pains, one frame, bold labels). The execution gets fixed: the original read as AI-generated stock. Four directions below, each attacking the slop differently. This is the slot/regeneration model in action: one slot (HOOK), one job (paint the four pains), N candidates to pick from. Pick a direction and it drops into Round 2 slide 2.