Statiq

The Brand

Meet Maëlys

MAËLYS is a clinically-proven body care brand operating across DTC and over 2,000 retail locations including Ulta and Shoppers Drug Mart. Dor Brecher, VP Creative, leads the in-house creative org,running Meta as the primary acquisition channel.

MAËLYS came to Statiq through LinkedIn. Their video creative pipeline was deep: hundreds of assets running. The static side of the account was where the gap was.

Meta spend

$500K-1M/mo

The Problem

What was going wrong?

MAËLYS wasn't short on creative talent. Dor's team had a design lead and capacity. The issue was prioritization: an in-house design org at a brand spending $500K–$1M/month on Meta gets pulled in every direction; brand assets, retail materials, packaging, organic, video. Static ads kept losing the queue.

Hundreds of videos in rotation, but static volume couldn't keep up

In-house designers absorbed by brand and retail asset work

Static ads were the format underperforming relative to the team's video output

Dor owned strategy and copy, needed an execution partner, not another briefer

Spend at $500K–$1M/month with no dedicated static creative pipeline behind it

The Solution

How Statiq turned it around

Statiq took ownership of Oar's static creative end-to-end; concepts, copy, and design built specifically for the category. The work isn't volume for volume's sake. It's net-new angles for a sensitive audience, developed by our team and shipped at the speed and consistency Oar needed to scale spend without breaking performance.

Month 1

Onboarding & first creative wave (Jan 28 onward)

Established brand parameters, category guardrails, and brief cadence on the Statiq platform. Our team developed the first batches of net-new concepts inside the onboarding window.

Month 2

Stabilization & creative library build

Spend held while the first round of winners surfaced. The creative engine reached the point it was built for: a steady pipeline of new angles backing every test, with proven concepts identified and ready to scale.

Months 3–4 & Ongoing

Scale on the winners

With proven angles in hand and a steady cadence of new concepts behind them, Oar stepped spend up: $226K in March, then $313K in April. We run iterations on the winners and net-new tests in parallel, and use the analytics to direct what gets concepted next.

The Results

MAËLYS has spent over $1M behind Statiq creatives, a static layer running underneath a Meta operation that scales between $500K and $1M every month. The in-house design team is back focused on brand and retail. The static gap is closed.

Spent on Statiq creatives

$1M+

Closed without disrupting the in-house team

Static gap