Chavy Helfgott

1

Ascend Pilates

Tagline and launch ad concepts + copy for a Pilates studio

Ascend Pilates & Yoga was a new movement studio for women, and I came in before launch to help with positioning, customer research, messaging, scripts and creative direction.

The research kept pointing to something bigger than “get stronger” or “improve flexibility.” When I interviewed their target audience and past clients, the common thread was that they were busy women, mostly working moms, who wanted to exercise but didn’t see how they could fit it into their day. I came up with the concept of a Newton's Cradle - the hour a week you spent at Ascend will keep your whole week moving along.

That led to:

The agency was “blown away” — their words — by the original concepts. The client ended up using the tagline and some of my ad lines, but they took the visuals in another direction and never produced the full static and animated campaign.

I still liked the concept.

So I fed my scripts and creative direction into Claude and used AI tools to make spec versions myself.

That’s pretty much how I use AI: not to outsource the idea, but to get past the things I physically can’t execute myself and make the idea exist, and to help me move faster with grunt work like research and proofreading.

Here are the spec ads and animations:

Stiff.
Tight.
Out of breath.

DIRECTION: Each word appears cleanly, center screen. No bounce, no easing. Accompanied by line drawing silhouettes demonstrating stiff, tight, out of breath. Short hold between each.

MOVE HERE.
FUNCTION EVERYWHERE.

2

MelO Juvenile

Product naming, taglines, product page and packaging copy

MelO Juvenile makes high-end baby furniture sold direct and through retailers, which meant the brand had to do two jobs at once: feel elevated enough for style-conscious parents, but still feel warm and mushy enough to attract moms who are head over heels in love with their baby.

I named the Revel high chair and the Caress portable crib, wrote the tagline “Gracefully nurtured,” and wrote copy for packaging, website, and product pages.

For the Revel high chair, I wrote:

Meals with love and gurgles.

And on the packaging:

I also wrote the tray insert as a poem, because I thought that might manufacture some fond feelings between the parents and the high chair.

For jam-tipped noses and smeared-up smiles
On morning sun-kissed kitchen tiles
For pudgy fingers and tiny spoons
On crumb-filled, giggly afternoons
For sticky cheeks and sippy cups
On nights before the snuggle-ups.

Like I’d need to do for Grüns Kids, this copy was written to the parent buying for the child. I’ve bought (and I'm still buying) baby and childhood products for five kids. I know this woman extremely well.

3

Fish ’n Dish

Every fish brand says fresh. I wanted people to feel it in their bones.

#SmellNothing

If truly fresh fish doesn’t smell like fish, then put the bag somewhere a fish smell would be a social disaster.

• In a job interview.
• At the perfume counter.
• Inside a house while potential buyers are touring it.

This series transforms "doesn't smell fishy" from "just another product claim" to something visceral consumers will remember whenever they see the Fish ’n Dish logo.

4

It’s Yom Tov

I gave a shopping site a family.

ItsYomTov.com is my own holiday shopping and content site for Jewish families. I built the whole thing from scratch: positioning, name, voice, emails, content, site copy, SEO/AEO, promotions, and the fictional family who runs around inside the brand.

Mom (Ima) is enthusiastic, scatter brained, and constitutionally incapable of making a short point when she can make the same point with four side comments and a mini-rant.

Dad (Abba) makes the ultimate "dad jokes" and takes his job as a father veeery seriously.

Twelve-year-old Mordy is a mildly annoying know-it-all who is generally convinced he’s the smartest person in the room. Nine-year-old Mindy is enthusiastic, dramatic, and adorably obnoxious.

The baby’s contribution is mostly strategic chaos.

They show up across emails, shopping guides, site content and promotions, so the brand has more than a tone. It has recurring characters with actual personalities.

Here’s Ima introducing the Chanukah gift guide:

I even carried the voice into places most brands turn painfully robotic, like title tags and meta descriptions. Our average Google Search position is 8.7, but our CTR is 4.8%, which means people are regularly choosing our result over pages ranked above us.