Popups are the new startups. We spent the last 2 years traveling around the world hosting popup villages with @solana Announcing our next chapter. We're going permanent, and we chose the UK 🇬🇧 Here's why:

People are making $30,000 a month running ghost kitchens that never cook a single meal Doordash and Uber Eats let anyone list a restaurant on their app in under an hour The way it works is almost stupidly easy You pick a name like "Nashville Hot Chicken Co", scrape a menu off a real restaurant's website and mark every item up 40% There is no kitchen behind the listing When a $22 sandwich order comes in, you open Doordash on a second phone and order the same sandwich from a real restaurant three blocks away for $14 You change the delivery address to the customer's house and the driver picks up the real food from the real restaurant thinking your ghost kitchen made it You pocket $8 without touching a single piece of chicken Run 10 fake restaurants at once, each a different cuisine under a different name, and you're clearing $30,000 a month without owning anything Some scaled it further by renting a UPS mailbox as the address so the listing passed verification Others built networks of 30 or 40 fake brands all feeding off the same three real restaurants in a single zip code The customer never knows. They order a sandwich, get the sandwich and leave a 5 star review for a business that doesn't exist The real restaurant is cooking overtime for a competitor that exists only as a logo on an app The whole model runs on one simple fact. Nobody on either platform actually checks if the kitchen is real The craziest part is that most of it is technically legal You're allowed to resell food. You're allowed to mark up prices. You're allowed to list a business on a platform that doesn't verify addresses The only line you cross is the fake restaurant name and photos, which is misrepresentation, but no platform has ever pressed charges over it At worst your account gets banned and you open a new one the next morning under a different LLC

you'll never guess how much this client paid for these product images... also redesigned their product page (concept)

This Mars Men testosterone ad has been running for 212 days straight as their #1 performing ad out of 479 live ads, and it's pure direct-response mastery. Let me break down why this banger printed like crazy: 1. The Hook = Instant Urgency Chaos "We Made Too Much... Mars Men 😭 PLEASE HELP US EMPTY OUR WAREHOUSE" This is elite-level urgency framing because it frames the entire situation as: - Time-sensitive (we need to move this NOW) - Limited (finite inventory that needs to go) - Opportunity-based (you can benefit from our mistake) Your brain immediately goes: "Wait...I can get a massive deal because they overproduced?" That's powerful psychological positioning because it doesn't feel like a typical "sale", it feels like you stumbled onto a rare opportunity. 2. It Uses The "Inventory Mistake" Angle This is a classic winner in direct response, and even if it's not literally true, it feels believable. It creates the perception of: - A temporary glitch in their system - A rare opportunity that won't repeat - Insider access to a pricing error That creates FOMO instantly because people think "if I don't buy now, I'll miss this mistake-based pricing forever." Robert Collier was a master at this type of price-cut mechanization: creating a believable STORY around why the price is slashed makes it 10x more effective than just shouting "50% OFF!" with no context. 3. The Offer Is DEAD Simple "LIMITED TIME - 50% OFF FREE GIFTS 🔥" That’s all. The dumber the offer, the better it converts for bottom-of-funnel audiences who already know what they want. 4. Visual = Warehouse Proof (This Is Key) The image shows: - Stacks of black product boxes in an industrial warehouse - Real inventory piled up on pallets - Hand holding the actual product bottle - Industrial shelving in the background This does two critical things: 1. Makes the story believable: You can SEE the surplus, so the "we made too much" claim feels real instead of fabricated 2. Signals scale: This isn't some dropshipping operation, this is a real brand with real inventory and real distribution When you show visual proof of the problem (too much stock), people believe the solution (discounted pricing to clear it). 5. Product-In-Hand Shot = Trust Holding the bottle in a real warehouse creates: ⦁ Tactile reality (feels like something you could touch) ⦁ UGC energy (not polished brand photography) ⦁ Human element (someone's actually there in the warehouse) This lowers resistance because it doesn't look like a corporate ad, it looks like someone showing you a real situation happening right now. 6. The Copy Is Minimal (On Purpose) Look at how simple the ad copy is: ⦁ Problem: Low testosterone, need energy/edge ⦁ Solution: Mars Men supplement ⦁ Mechanism: "Scientifically formulated. Naturally sourced." ⦁ Offer: 50% OFF FREE gifts ⦁ CTA: Shop now The reason behind this simplicity is it’s hitting an already-aware audience aka, men who already know they want testosterone support and are just waiting for the right offer to pull the trigger. 7. It Hits A High-Pain Male Market 3 things are actually being sold here: 1) Testosterone = ego, masculinity, identity 2) Energy = performance, status, capability 3) "Reclaim their edge" = return to who they used to be You might think this is some sort of health optimization, but it’s not. This is masculinity status identity restoration. And that emotional territory ALWAYS converts in the men's supplements space because it taps into deep insecurity about declining performance and vitality. 8. It Combines 3 Of The Strongest Conversion Levers 1) Urgency - "Limited time" "Empty our warehouse" 2) Discount - 50% OFF (massive price reduction) 3) Bonus - FREE gifts stacked on top Most brands use one lever. This ad uses all three simultaneously, which compounds the psychological pressure to buy NOW instead of later. 9. It's Infinitely Duplicatable The ad shows "58 Duplicated" in the interface. That tells you everything you need to know about scalability. Why can they duplicate it 58 times? It’s because the angle is universal (urgency works everywhere), the offer is timeless (discounts never go out of style), and the problem is evergreen (men will always want testosterone support). This is a scaling ad - from all angles. And when most ads die within 2-4 weeks from creative fatigue. This one ran for 7 months because it avoids the three things that kill ads: 1. Creative complexity: Simple warehouse shot that doesn't get old 2. Niche appeal: Speaks to a massive market (men 30-60 wanting vitality) 3. Offer dependency: The "warehouse clearance" angle can run indefinitely The combination of universal problem simple visual aggressive offer = evergreen performance. Plus, this isn't designed to educate new people or build brand awareness. This is a "strike while the iron is hot" ad for people already in their ecosystem. Which indicates men who: ⦁ Visited their website before ⦁ Watched their content ⦁ Engaged with previous ads ⦁ Know the brand exists It's hitting Stage 4-5 market awareness (Product Aware → Most Aware) where people already know Mars Men, already want testosterone support, and are just waiting for the right deal to buy. That's why it gets massive spend from Facebook's algorithm. It's converting warm traffic at a profitable CPA, so the algo keeps feeding it more budget. However… Just like everything, this type of ad has a ceiling. It crushes hard for months by hitting all the warm retargeting audiences, but eventually performance drops as frequency climbs and you exhaust the pool of people who already know you. That's why you need a mix in your account: - Bottom-of-funnel ads like this to capture immediate sales from warm traffic - Top-of-funnel ads to keep bringing in new cold audiences who've never heard of you Don’t be one of those brands who only run one or the other and wonder why they can't scale. So What You Should Steal From This? If you're selling supplements, especially in the men's health space: 1. Use the "inventory mistake" angle (creates believable urgency) 2. Show visual proof (warehouse, stacks of product, not just bottle shots) 3. Keep the offer dead simple (50% OFF FREE gifts, no complexity) 4. Tap into identity/status (not just health, but masculinity and edge) 5. Stack 3 conversion levers (urgency discount bonus) 6. Product-in-hand shots (feels real instead of feeling like polished corporate) 7. Minimal copy for aware audiences (they know what they want, just give them the deal) 8. Frictionless CTA ("Shop now" instead of "Learn more") If your supplement ads are doing educational content for cold audiences and wondering why CPAs are high, look at this. It removes all thinking and just presents a no-brainer deal to people who already want the solution. So, respectfully, this is a dumb ad…and that's why it works. You don't need to be creative, you need to remove thinking. This ad doesn't win because it's smart. It wins because it makes buying feel like the easiest, fastest decision possible for someone who already wants testosterone support." This ad ran for 212 days and got duplicated 58 times because it understood one thing: when someone's already warm and ready to buy, you don't need to educate them, you just need to give them urgency, a massive discount, and a reason to act today instead of tomorrow.

MEDVi statement in response to external speculation FDA letter In September 2025 and February 2026, the FDA sent an unprecedented number of warning letters to dozens of telehealth companies, drug companies and pharmacies regarding their direct-to-consumer advertising practices. In one of the FDA's letters, the URL mentioned is medvi.io - not MEDVi's actual address of medvi.org. The letter addressed to MEDVi was directed at an affiliate marketing agency whose website contained outdated copy. We immediately reached out to the affiliate and required them to remove the materials allegedly at issue. We understand the affiliate also directly responded to the FDA. My company MEDVi has never received a letter from the FDA. If we were to receive such a communication from any regulatory authority, we would act swiftly and collaboratively to address the matter. So-called "fake doctors" We have recently become aware of what appear to be advertisements featuring potentially AI-generated medical practitioners. Since we became aware of this issue, we have updated our marketing practices to make clear that this type of advertising and / or promotion is prohibited. We continue to proactively address this issue. Additional statement from Mr. Gallagher Building a company the size of MEDVi and scaling so quickly involves many learning moments. At each of these stages, I have course-corrected immediately and appropriately. I will continue to do so. The New York Times was recently given unprecedented access to MEDVi's business information and also interviewed our business partners and other collaborators. As I continue helping our customers achieve their health goals, I remain committed to building and operating transparently. home.medvi.org/communication