How short-form ad creative actually gets made — the formats, the structures, the numbers and the mistakes. No hype, and nothing we have not done ourselves.
What the format actually requires, what a real shoot costs, and how to get the same five components without a location or a release form.
An honest comparison. Where creator-shot wins, where generated wins, and the split most accounts should run.
Hook, reaction, turn, reveal, close — what each part has to do, how long it gets, and how each one fails.
Ten specific tells, from empty backgrounds to too much eye contact, and what to change in the brief to remove each one.
Real numbers for creator, agency and generated video — including usage rights, failure rates and the cost of finding a winner.
Where the safe area is, how big the type should be, which words to emphasize, and why you should burn them in.
Six angles that produce twenty hooks, how to structure the test so the platform does not ruin it, and what to measure.
The simplest format and the least forgiving. Word counts, three framings that work, and the delivery mistakes that kill it.
What you supply, what happens in between, what comes back — and the four things it will not do for you.
Why one face beats a rotating cast, what a creator record has to contain, and how to stop it drifting over fifty videos.
Six dials of production polish, which to turn down, which to keep high, and where the floor is.
Claim rules and synthetic-media rules, why a generated person cannot give a testimonial, and how to build review into production.