Built for B2B paid media buyers + organic social leads

Corporate humor that actually sells B2B software.

We're the studio behind 4 billion organic + paid impressions — the ClickUp project-manager bit, the sick-at-the-office video, the 120M-view post you've definitely scrolled past. Now we make the same kind of ad creative for B2B brands on LinkedIn.

Book a 30-min call → See the case studies
4B+
Organic + paid impressions
2M+
Followers built across brands
227M
Record month — single brand
7K+
Videos shipped since 2018
// 04 — Case Studies

Receipts, not reels.

Every story below came out of the same playbook — the Billion View Blueprint we built running ClickUp's content team. Same system, applied to whatever B2B niche you live in.

Case study 1 thumbnail // Case Study 01
4B+Impressions · 4 yrs
ClickUp · B2B SaaS
From a garage in Dana Point to SNL copying our format.
Three months solo making AI tool content — fine numbers, nothing breaking through. We pivoted to the audience nobody was speaking to: project managers and the people who work with them. First video in that style: 10M views. Built the team, the 3 pillars, the 60/30/10 calendar. Four years in: 4B+ impressions, 2M+ followers, 227M record month, 7,000+ videos. SNL copied a format we created.
Engagement10M+ avg
Top single120M views
ChannelsTikTok · IG · LinkedIn · Shorts
Watch on Instagram
Case study 2 thumbnail // Case Study 02
120MViews · one post · zero script
ClickUp · Spontaneous mode
15 minutes from idea to camera. 120 million views.
Someone in the room asked Luke how old he was. He hesitated — universal feeling. Everyone laughed. We filmed it in fifteen minutes, no script, no plan. The result is the most-watched piece we've ever made and the proof point for "socially-proofed" ideation — when the room reacts, the audience reacts.
Hook typeRelatability
Time to camera~15 mins
FormatSpontaneous, unscripted
Watch on Instagram
Case study 3 thumbnail // Case Study 03
0 → 276KFollowers · marketers + founders
AdWorld · Marketing Conf.
Built an audience of paid-media buyers from zero.
Before ClickUp, we ran AdWorld's content engine — taking it from launch to 276,000 followers of marketers, ad buyers, and founders. The Hook-Body-Close scripting framework we use across every B2B client today started here. Our buyer is literally this audience — which is why the creative converts.
AudiencePaid media + founders
FormatScripted comedy + interview
OutcomeIndustry voice
Case study 4 thumbnail 0:00 1hr // Case Study 04
+70KFollowers · one post · 60 minutes
ClickUp · Reading the data
One post. 70,000 new followers. All inside an hour.
We posted the sick-at-the-office video at 9am. By 10am the share rate was off the charts and view-through was peaking. We read the signal in the first 60 minutes, hit it with a paid amplification stack, and turned a single post into a 70K-follower compounding event. Most teams take three days to look at the data. We move on it before lunch.
Post-to-decision~60 min
MechanismReal-time data + paid lift
Outcome+70K followers
Watch on Instagram
// our take

Saying the quiet part out loud.

Safe content is bullshit.

// our actual position on B2B content. the reason we exist.

// 05 — What clients say

What Our Clients Say.

Real messages. Real clients. Zero edits.

9:41
GEORGE · GROWTH MISSION
The quality of this is insane. Now I understand why you wanted more per video.
Thanks man, means a lot 🙏
This is awesome! Love the whole thing, no notes.
Oh man. I think I'm in love with you. Looks insane. 😍
Haha appreciate you 😂
These are some of the best ads you've ever sent me. 9 made me absolutely crack up laughing 😂
Let's keep it going 🔥
iMessage
Content changes.
The system doesn't.
// 06 — How it works

From kickoff to first viral hit, in ~14 days.

No bloated decks. No 17-person stand-ups. The same Billion View Blueprint we ran at ClickUp, run for you.

Step 01
Strategy + ad teardown
30-min call. We pull your LinkedIn ad library before we hop on, screenshot what's running, and tell you exactly what we'd kill, keep, and recut.
Step 02
Hook-Body-Close scripts
8–12 scripted concepts in 5 days using our Hook-Body-Close framework. Five hook types: controversy, curiosity, relatability, result, pattern interrupt.
Step 03
Shoot & edit
We shoot scripted + leave room for spontaneous. You get vertical (9:16) and square (1:1) cuts captioned and ready for paid placements.
Step 04
Read the data + double down
View-through, shares, saves, comments — we read the signal inside hours, not days. Winners get more variants, losers get cut, your hook library compounds.
// 07 — Packages

Pick your creative budget.

Three tiers. 3-month minimum, then month-to-month. Why 3 months? because compounding is real. Around the 90-day mark the algorithm has learned your hooks, your creative library has enough variants to A/B properly, and your audience starts recognizing the brand voice. Single-batch shoots don't work — and we won't take them.

The Pilot
For brands testing the corporate-humor waters.
$4.5k/mo
4 short-form videos / month. Creative only — you post.
  • Concept + Hook-Body-Close scripts
  • Shoot + edit, vertical (9:16) + square (1:1)
  • Hooks, captions, thumbnails
  • Monthly creative call + data review
Start with The Pilot →
Most picked
The Engine
For paid teams that want output and posting.
$8.5k/mo
8 short-form videos / month. We post on your channels.
  • Everything in The Pilot
  • 2× the volume (8 videos)
  • We post + caption on your LinkedIn
  • Weekly performance check-in
  • A/B hook variants on top performers
Run The Engine →
The Whole Office
For the brand that wants the full creative team.
$12.5k/mo
12 short-form videos / month. Creative direction + posting + on-site shoot days.
  • Everything in The Engine
  • 12 videos / month
  • Dedicated creative director (it's Luke)
  • 1 on-site shoot day / quarter at your office
  • Slack channel with our team
  • Founder / executive on-camera coaching
Book The Whole Office →
heads up →

We don't run paid media. On purpose. We stay obsessed with creative and let your in-house team or media buyer handle the spend. We'll happily QA placements, ship cuts in any aspect ratio, and talk strategy — but the budget stays out of our hands. It keeps us focused on what we're great at.

// 08 — Who runs this

"I'm Luke. The garage that started ClickUp's content engine was mine. Now my studio runs the same playbook for B2B brands that want their ads to actually get watched."

New Norml. is the studio I founded in 2018. Before ClickUp, I built AdLeaks to 50K followers and AdWorld to 276K. The work I did at ClickUp put us at 4B+ organic + paid impressions, a 227M-view month, and a format SNL copied. The Billion View Blueprint — the system that produced all of it — is now what New Norml runs for every B2B client we take on.

If your paid LinkedIn creative looks like a slide deck, we should probably talk. Bears. Beets. B2B.

Book a call → Connect on LinkedIn
Luke Kostka
Luke KostkaFounder · On-camera
// 09 — FAQ

Stuff buyers actually ask.

How is this different from a normal video agency?

We only do one thing: corporate-humor short-form for B2B on LinkedIn. We don't do CPG, weddings, or explainer videos with a stock-music score. Tighter niche → tighter creative → higher CTRs. Same Billion View Blueprint, applied to your audience.

Do I need on-camera talent?

Nope. Luke is on-camera for plenty of our work and we have a roster of actors who fit the corporate-humor vibe. If you want to use your founder or your team, we'll coach them on the shoot day. Your call.

What if the first batch flops?

Real talk: not every video in batch one will hit — that's how content works. By month two we have data, by month three we know exactly which hooks pull for your audience. Most clients see their best-performing video in the first 60 days, which is exactly why we run a 3-month minimum.

Can you run our paid media too?

No — and on purpose. We stay obsessed with creative and let your in-house team or media buyer handle the spend. We'll happily QA placements, ship cuts in any aspect ratio, and talk strategy. But the budget stays out of our hands. It keeps us focused on what we're actually great at.

Why the 3-month minimum?

Because compounding is real. Around the 90-day mark the algorithm has learned your hooks, your creative library has enough variants to A/B properly, and your audience starts recognizing the brand voice. One-batch shoots are a coin flip. We won't take them.

Where are you based?

Dana Point, CA — same garage where ClickUp's content engine started. Most shoots happen here, but we travel to clients regularly (or fly your founder out — usually cheaper).

// 10 — Book the call

30 minutes. No deck. No obligation.

We'll pull your LinkedIn ad library before the call, screenshot what's running, and tell you what we'd kill, keep, and recut — even if you don't hire us.

worst case you get free creative direction. best case you get a really good ad agency.

  • Direct call with Luke (the founder, on-camera, the guy)
  • Live ad-library teardown of your current creative
  • Concept ideas you can run with — even without us

// calendar not loading? grab a slot at calendly.com/luke-kostka/1-1