We didn't find the shift by analysing one ad against another.

We found it by producing at volume — 150+ static and video ads across the engagement — and reading the pattern across all of them. The founder-story format kept losing to anything that simply showed the pasta being made. Made that morning. Cooked in ten minutes. On the table that night.

That pattern became the positioning: freshness as a process you can watch, not a claim you make. "You spend 10 minutes. We spend the year." The founders didn't disappear — they moved from protagonist to authority, on camera talking about the process instead of their own journey.

This is the Infinity framework at work: shoot constantly, test constantly, let the account tell you what the brand is instead of deciding once and defending it. Once the process-led positioning proved itself in the ad account, we rebuilt the website and product photography around it in late 2025, so the brand's look finally matched what the ads had already proven people wanted.