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Hook helps brands, agencies, and creators analyze top-performing videos, detect trends, and generate viral content strategies using AI.
From carpooling apps to AI avatars, every chapter of my journey led to this moment, Hook is more than a product, it’s the tool I always wished existed.
From creator to growth operator to product builder, Hook is the culmination of everything I’ve lived, learned, and shipped.
I started my first company at 20 after dropping out of an accounting degree in France. It wasn’t a heroic leap, it was frustration and instinct.
Accounting was draining the life out of me.
One day, my father said:
“You’ll never be an accountant. That will kill your creativity.”
That sentence hit me hard. It gave me permission to stop pretending and start building. I moved back to Tunisia and pivoted into management studies at HEC Carthage, a decision that opened the door to entrepreneurship, storytelling, and software.
That same year, I launched Startup Factory, a legaltech product to help young entrepreneurs launch companies without bureaucracy or friction. We didn’t raise millions or go global, but it made waves. We ended up on national TV, competing on a Shark Tank-style show. The platform gained traction, and more importantly, it gave me clarity:
I wanted to build tools that empower people to create at scale.
At 22, I co-founded Split, a carpooling app designed to solve Tunisia’s broken urban mobility infrastructure. We hit 70,000 users in 7 months, raised $500,000 pre-seed, and built a team that moved incredibly fast.
But I made a rookie mistake, I gave up control too early.
I over-optimized for the raise, not the runway.
I brought in investors who didn’t align with the long-term vision. And eventually, I had to walk away, emotionally invested, technically diluted, and legally locked out.
It was the hardest decision I’ve ever made,
But it was also the one that taught me to protect my cap table, own my story, and build from conviction, not consensus.
In 2023, I joined Entrepreneur First London and dove deep into AI. I spent weeks exploring use cases, testing agents, and building side projects. Then I became Head of Growth at Oneshot.ai, leading GTM from scratch and scaling it from $0 to $2M ARR in 15 months.
I learned how to:
Later, I joined Anam.ai, an AI avatar startup. We worked on digital humans, latency optimization, real-time generation, and once again, I was straddling the worlds of engineering, storytelling, and growth.
At that point, I had my UK Global Talent Visa, a growing client base, and creative freedom. I started consulting, helping startups with growth, product, and narrative, and generated $40K+ in a few months.
I tested 10+ AI product ideas. Some were promising. Some were trash.
But none were mine.
Two questions haunted me:
The answer to both was the same:
Viral video storytelling.
Not trends, not dancing, not content spam, but the why behind virality. The structure. The pacing. The psychology. The craft.
I realized I had a rare skill,
I could predict if a video would go viral within the first 5 seconds, not because of data, but because I could see what most people couldn’t.
The hook,
The rhythm,
The emotional tension,
The micro-cuts,
The silence before the CTA,
The scene change at 3.4 seconds that flipped the narrative.
That instinct wasn’t magic, it was pattern recognition.
And I thought:
What if I could build an AI that sees what I see?
I didn’t hire a dev shop. I didn’t outsource to Upwork.
I opened a blank Replit window and started building.
I designed the user experience, mapped the backend workflows, built the Stripe billing system, orchestrated a 19-step AI pipeline, and wired together every moving part, from login to full Instagram analysis delivery.
Hook wasn’t a “side project.” It became an extension of how I see the world.
The platform went live within 4 weeks.
Users signed up. Agencies replied.
Founders I respected said, “This is exactly what we needed.”
Today, Hook:
Hook is not a video editor.
It’s not another analytics dashboard.
It’s not a TikTok clone.
Hook is a creative intelligence engine, built for brands, creators, and agencies who take storytelling seriously.
We exist to help teams:
We’re building the OS for modern storytelling,
An interface between creativity and computation,
Because storytelling is the new supply chain, and nobody’s mapped it yet.
Because great content deserves better tools,
Because algorithms change weekly, but structure is timeless,
Because creativity should be scalable,
Because most brands still think they’re on TV,
And because the future of culture depends on better stories, not better cameras.
Ez (Founder, Hook)
Filmmaker, growth lead, AI builder
Bridging code and creativity since day one.
Hook is already helping creators, teams, and agencies go viral more consistently. You’re next.
