Liftheavier.Hurtless.

Axis sells a strength training accessory in a market dominated by influencer programs. They had a small ad budget and needed creative that punched above its weight.

Fitness equipment ads are almost universally bad — gym shots, demo, price reveal. We needed to find a problem-aware angle that felt native to the TikTok feed.

Started with three creators talking about gym injuries — no product mention. Tested 9 hook openers. Found 'I tore my rotator and this is why' as the winner. Built 11 variations around it.

Top ad hit 2.4M views organically before paid amplification. Hook lift of 380%.