Brand Strategy · Direction · Script
HibaBelkhayat
I decide what people feel. The sentence is the easy part.
Most content fails before anyone writes a word.
Not because the idea was weak. Because nobody decided what the reader was supposed to feel.
Significant problems don’t always announce themselves.
From “The report nobody opened”
Strategy first
Sentences second
Six ways in
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I decide what the camera sees
Two brands, six cuts. The idea, the script and the shot direction are mine — the frame only carries them.
Maison Ayla
Maison Ayla
Maison Ayla
Maison Ayla · Lima Design — three of six cuts
Four disciplines.One spine.
Deciding what you refuse to say
Positioning isn't the list of things you're good at. It's the one claim you're willing to be judged on, and the four you'll give up to make room for it.
- Positioning
- Voice & tone
- Category framing
- Message hierarchy
27%
Landing page conversion
Up from 7%. Same offer, same traffic — rewritten narrative.
15+
Engagements since 2024
Funnels, campaigns, calendars and scripts, in English and French.
3:00
The VSL format
Three minutes to move a stranger from curious to committed.
08
Videos delivered
Six directed for two brands. One I shot and cut myself. One where I'm the one on camera.
Where most of it gets decided
Paid social — Meta ad
Cold traffic · ~130 words · high-ticket service offer
The ad that admits the price
It's $6,000. I'm telling you now so you can stop reading if that's the wrong number.
Most people in my category won't say it until you're forty minutes into a call. There's a reason for that. They think the price is the objection, so they bury it under rapport and hope the rapport holds.
It doesn't. It just moves the argument somewhere later, where it costs both of us more.
Two lines left in this one