How Moongate grows

Concept: absurd hook scene (e.g. 'I showed my husband the app and he passed out instead of picking up the kids' - wife opens door, husband asleep on couch, ~5s) then a slowly zooming glowing green orb with on-screen lines on benefits/features of green noise. ~100 versions of this ad, ~400 iterations of the concept: new copy per discovered use case (e.g. tinnitus masking) in users' own language, and different sleep scenarios (inside/outside, more or less absurd).