BODi May 2026 · Creative Feedback + Rewrites internal 2026-05-19
Feedback on the May 2026 paid social statics in Figma, against the persona architecture, the L7/L30/L90/L365 historical data, and BODi's cast-usage constraints (Carl approved, Autumn BLVT-only, ShaunT not available). Builds on: May brief, Persona Architecture, Persona Databank.
AND
The current creative set is professionally produced but is leaving the biggest historical performance lever (testimonial-creator format) untouched, and the cast strategy doesn't yet reflect what we have approved usage rights for. Carl Daikeler is the legacy lever we can pull. Autumn is the BLVT lane only. ShaunT is out. The five rewrites below sharpen the highest-risk assets and the cast plan that supports them.
Cast Usage Constraints what we can and can't deploy
Talent
Status
Usage Notes
Carl Daikeler
Approved
Founder of BODi (formerly Beachbody). Approved for cross-supplement and fitness-program usage. The one legacy face we have full rights to. Anchor talent for P5 BODi Loyalist and any "From The Creator of P90X" / heritage angle. L30 proof: Carl Partnership podcast at $39K spend, 1.40x ROAS L90.
Autumn Calabrese
BLVT only
Approved for Belle Vitale promotion only. Cannot be used to promote Shakeology, Energize, Recover, P90X line, or any bundle. Continue using her on A4 / A11 (BLVT Duo) where she's already the proven hook (1.42x L30, 2.72x L365 at $155K).
ShaunT
Not available
Cannot deploy. Existing ShaunT assets on the account (DIG IN carousel, BeginnerPinTopperRefresh, 5 Reasons Why, 30D To A Ripped Summer) can run as-is but no new creative.
Joel Freeman, Sagi Kalev
Not available
Assumed not available unless BODi confirms otherwise. Persona Architecture P5 cast pool revised accordingly.
Proven account creators (Lacee, Ilana, Waz)
Approved
Lacee Ambassador (Energize, 1.62x L30 on Mom-life). Ilana Ambassador (Shakeology, 1.21x-1.76x on multiple Shakeology angles). Waz Ambassador (Shakeology Greek Yogurt, 1.12x at $58K L365). Continue using; expand to non-Lacee Mom voices for P2.
Proven BLVT creators (Abby, Jamie, Kristen Rowe, Tricia)
Approved
All historically delivered 2.19x-3.05x ROAS on BLVT in 2025. Already approved. Pull from this pool for any BLVT diversification beyond Autumn.
Brief-pool paid creators
To be cast
Mengju Wu, Dom Bellamy, Jill Justine, Tara McBride, Caitlyn Jahnz (brief-named pool, athletic credibility weighted for P1 / P5 reactivation voice). Not locked.
Revised Cast Pool, Per Persona after the Carl / Autumn / ShaunT constraints
P1 · Performance
The Performance Builder
Lead: Brief-pool creators (Mengju Wu, Dom Bellamy, Tara McBride). Athletic credibility weighted. New faces, not legacy coaches.
Removed: ShaunT, Tony Horton, any legacy P90X face.
No legacy coach equity available for the P90X persona. The brief-pool paid creators carry the voice. The cross-sell to Recover (A3, A8, A10) and the Bundle Showcase (A1) carry the brand equity.
P2 · Energy
The Maxed-Out
Lead: Lacee Ambassador (proven 1.62x). Expand to non-Lacee Mom-life and professional-burnout creator pool.
Hold: AND Gather's Lemon Container Stack ANDG GIF at 2.72x ROAS L7 is the current highest-ROAS creative on the account. Continue.
No legacy-coach constraint here. Energize creator strategy is healthy. Diversification is the play.
P3 · Hormone
The Recalibrator
Lead: Autumn Calabrese (approved BLVT usage, proven 1.42x L30 / 2.72x L365 at $155K). Plus proven BLVT pool: Abby (3.05x), Jamie (2.45x), Kristen Rowe (2.19x), Tricia.
Constraint: Autumn is BLVT-only. No Shakeology, no portfolio bundle.
Strongest cast pool of the five. The proven 4-creator BLVT roster is the asset. Round 2 of A4/A11 should expand beyond Autumn into the Abby/Jamie/Kristen pool and add a clinician-validation angle.
P4 · Optimization
The Optimizer
Lead: Ilana Ambassador (Shakeology, 1.21x-1.76x on multiple angles), Waz Ambassador (1.12x at $58K). Plus brief-pool (Jill Justine, Caitlyn Jahnz) for GLP-1 Companion expansion.
Removed: Autumn for Shakeology (BLVT-only).
AND Gather's L365 Shakeology library (Pricing static at 1.82x, GLP-1 Companion at 2.24x, Gut Health series, Nov week04 at 1.61x-2.35x, Constipated at 1.79x) is the highest-leverage proven library on the account. Carry it forward; expand into 4-angle GLP-1 series.
P5 · Loyalty
The BODi Loyalist
Lead: Carl Daikeler. The one legacy face we have approved cross-supplement and program usage for. Carry the "From The Creator of P90X" angle which already converted at 1.25x L365 ($11K). Plus brief-pool paid creators delivering the "I used to do P90X in my garage 10 years ago" reactivation voice (the legacy story Carl alone can't carry at scale).
Removed: ShaunT, Joel Freeman, Sagi Kalev (not available).
Carl is the brand-equity asset. The constraint actually sharpens this: rather than a stable of coaches diluting the message, one founder-led legacy voice paired with paid-creator nostalgia stories. Reactivation creative for the legacy Beachbody community + the Free 30-Day Fitness Bonus offer in the headline.
Headline Rewrites · 5 Highest-Risk Assets L365 winners follow a felt-experience pattern, not a benefit-statement pattern

The team's current statics lean on benefit-statement patterns ("Built For The Level You're Actually Training At", "Built For Every Body. Every Goal. Every Stage."). The proven L365 winners on this account name a specific felt experience ("Feel More In Control", "Uncomfortable Symptoms", "When your body feels off", "Fuel Your Day Better"). Recommended rewrites pull headlines into the proven pattern.

A1 · Bundle Showcase
P4 Optimizer · T1 · highest-risk asset, no proven portfolio creative on the account
Current (team's Figma)
Whatever You Need, We've Built It
10% OFF badge. Shelf of 5 product bottles. BODi logo. Get offer CTA.
Recommended
Build Your Routine.
Daily · Performance · Energy · Recovery · Hormone. Five lines. One subscription. Subscribe & Save 10% across the lineup.
Why: "Whatever You Need, We've Built It" is the brief tagline verbatim. Generic, category-claim. "Build Your Routine" is the brief's exact personalization-language ask ("build your routine"), names the buyer's job, and works as a CTA. The 5-category label callouts in the description deliver the brief's "multi-SKU layout with category labeling" ask. The 10% S&S becomes the visual anchor instead of a competing badge.
A1b · Bundle Showcase (alternate)
P4 Optimizer · T1 · second portfolio static
Current (team's Figma)
One Brand. Every Goal.
10% OFF badge. Multiple bottles on beige BG.
Recommended
Stop Curating Four Brands.
Daily nutrition, performance, energy, recovery, hormone support. One subscription. Subscribe & Save 10%.
Why: "One Brand. Every Goal." is category-generic. "Stop Curating Four Brands" names the actual fatigue (the unpaid job of managing supplements from four DTC sites), which is the brief's "supplement sprawl" hook. Felt-experience pattern, not benefit-statement.
T2 · Top Row, Phone-Led Reactivation Statics
P5 BODi Loyalist · T2 · the offer needs to lead, not the device
Current (team's Figma, 4 statics)
"150+ Fitness Programs. A Full Supplement Portfolio. All In Your Pocket."
Plus: "Log In. Workout. Stack Up." · "Finally in the Same Cart" · "Everything Your Routine Needs Lives Here". FREE 30-Day BODi Fitness BONUS as a small badge.
Recommended (lead with the offer)
"30 Days Free. Pick Up Where You Left Off."
Headline carries the offer. Visual stays phone-led. Plus three additional reactivation hooks: "Get Back To The Body You Worked For." · "Your P90X Era, Still Available." · "The Program Format. Now With Supplements."
Why: Current top-row T2 headlines are informational ("150+ programs", "log in", "everything lives here") with the offer in a badge. This is a reactivation play for lapsed Beachbody customers (the P5 BODi Loyalist). The offer IS the hook. The proven L365 "From The Creator of P90X" at 1.25x leads with legacy + reactivation framing — we should do more of that. Cast: Carl Daikeler on at least one of the four (the "Your P90X Era, Still Available" lane). Brief-pool paid creators on the other three.
A7 + A8 · Performance Builder UGC (T2)
P1 Performance Builder · T2 · the "no faces" gap, this is where we close it
Figma status
No UGC video in the Figma set
The Figma shows 18 packshot statics across T1 and T2. The brief's spec includes 2 UGC videos for T2 (A7 Trainer UGC, A8 Recovery UGC). Both are missing from the current creative round.
Recommended (build now, the format that wins on this account)
"My Cabinet Was The Problem."
First-person creator confession on UGC video. Cast: Mengju Wu or Tara McBride. Talk track: "I'm training five days a week, the work is brutal. I wanted supplements built for hard training, not a gas-station pre-workout. P90X. Five things, one purchase, done figuring it out." Plus A8: "I Stopped Dreading The Day After" on Recover. Cast: Dom Bellamy or Tara McBride.
Why: The single biggest miss in the current creative set is zero faces, zero testimonial UGC. The L365 winners on this account are testimonial-creator at 2.19x-3.05x ROAS (BLVT Autumn, Abby, Jamie, Kristen Rowe). Packshot statics historically underperform creator UGC on this account. A7 and A8 are the brief-spec slots for that format. They need to be produced.
A4 + A11 · Recalibrator BLVT Hero (T1 + T2)
P3 Recalibrator · highest-historical-ROAS persona, expand cast beyond Autumn
Current (team's Figma)
"Your Body Changed... Your Supplement Stack Should Too."
Strong headline (felt-experience pattern). Shakeology + BLVT product packshot. No creator face. Autumn Calabrese not in frame despite being the BLVT-approved lead.
Recommended (round 2 V2)
A4: "Feel More In Control" (Autumn, BLVT-approved lead)
A4 keeps Autumn as the BLVT lead (her approved lane, 1.42x L30 / 2.72x L365). A11 round 2 casts Abby, Jamie, or Kristen Rowe (proven 2.19x-3.05x non-Autumn pool). Both leverage felt-experience headlines from the proven L365 library, not "Built For Every Body" benefit-statement.
Why: The team's A4 BLVT static is one of the stronger headlines in the set ("Your Body Changed... Your Supplement Stack Should Too" is felt-experience pattern). But Autumn isn't in frame, which leaves her proven equity unused on her one approved lane. Round 2: put Autumn back into A4, then for A11 expand to the non-Autumn pool (Abby/Jamie/Kristen) and test a clinician-validation angle against the testimonial-creator baseline.
Three Gaps Worth Flagging Before Finals structural issues in the May creative round
1 · Zero faces in the static set
All 18 statics in the Figma are packshot-led product photography. The L365 proven winners on this account are testimonial-creator at 2.19x-3.05x ROAS (BLVT). The format the team has built is the format that has historically underperformed. Recommend: at minimum, A4 (Autumn BLVT) and the T2 reactivation lane (Carl) get face-forward executions. Plus build A7 and A8 UGC videos per the brief spec. Closes the gap.
2 · The Free 30-Day Fitness Bonus is buried on every T2 static
T2's reactivation offer sits as a green badge in the bottom-left corner across all 8 T2 statics. None of the headlines lead with the offer. For a reactivation play targeting lapsed Beachbody customers (P5 BODi Loyalist), the offer is the hook, not a sticker. Recommend: at minimum 2 of the 8 T2 statics rewritten to lead with the offer (see A1 rewrites above). The L365 "From The Creator of P90X" pattern is the model.
3 · Asset count, 18 statics built vs. 8 spec'd
The brief specifies 8 statics/mographs + 4 videos = 12 total. The Figma shows 18 statics across two territories. Either the team built exploration to narrow from (welcome), or the spec has expanded (needs updating). Before finals (5/27), pick the 8 statics that ship and align with the brief deliverable count. The 4 videos in the spec (2 portfolio videos T1, 2 UGC videos T2) need to be produced; only one match-cut and the carousel are referenced in the Figma today.
Related Work
May 2026 Brief Response · Persona Architecture + Life Cycle Lens · AND Gather Persona Databank · AND Creative Strategy Engine · BODi Shakeology PDP Audit
Data Backing These Rewrites
Motion BODi account L7 / L30 / L90 / L365 (top-spend ads by line). Demographic breakdown L90 (35-54 F is 53.9% of spend). Cast usage constraints provided by Michael 2026-05-19. All historical performance figures literal from Motion.