Client Background

Jay Fine, known as “Big Al,” is a personal injury attorney operating in a highly competitive market where most firms rely on standard TV-style messaging and direct-response ads.

Looking to break through the noise, the brand partnered with GheeFunny to reach a broader, more engaged local audience through short-form content.

Challenge

Traditional legal ads blended in and failed to stand out in-feed
High competition in personal injury made attention expensive
Brand awareness relied heavily on repetitive, low-engagement formats
No consistent content engine to build familiarity over time
Most marketing focused on conversion, not attention or recall

Approach (LOOP Framework in action)

Launch – Tap into existing attention

Partnered with a local creator who already had audience trust and reach
Introduced “Big Al” into skit-based content that matched platform behavior
Kept production simple and native to Instagram and Facebook

Operate – Build a repeatable content engine

Produced consistent short-form skits (9–20 seconds)
Maintained the same core message across all videos:
• “Big Al, Attorney Jason Fine”
• Personal injury positioning
• Clear call to action

Rotated scenarios and humor styles to keep content fresh without changing the offer

Optimize – Lean into what holds attention

Focused on hooks, pacing, and quick payoffs to match feed behavior
Prioritized content that felt organic rather than ad-driven
Used repetition strategically to build recognition without fatigue

Progress – Turn content into brand equity

Shifted from one-off campaigns to ongoing collaboration
Built familiarity through consistent exposure over time
Positioned “Big Al” as a recognizable, memorable figure in-market

Results

Consistent performance across dozens of posts, not just one-off viral hits

• 100K–600K+ views per reel on Instagram
• Strong engagement across likes, shares, and comments
• High-volume distribution on Facebook with sustained reach
• Repeated exposure over months, increasing brand recall

Content blended into the feed, leading to higher watch rates compared to traditional ads

Takeaway

When you stop trying to make ads . . . and start showing up inside content people already want to watch . . . everything changes

This worked because it combined:
• creator-led distribution
• consistent messaging
• high-volume repetition

The result wasn’t just more views

It was recognition

And in personal injury . . . the brand people remember is the one they call