Hooks and scripts
Each concept gets its brief, hook bank and script from us. A hook is the variable under test, so we write several openings for one body and keep everything after the opening the same.
Scope
We turn the product, the audience and the offer into a one-page brief per concept.
We write a bank of hooks per concept across angles such as the problem, the result, the demo and the objection.
We script the body as beats and talking points, so the creator delivers it in their own voice.
We write shot lists for vertical framing, with on-screen text kept inside each placement's safe zone.
Every claim is checked against the brand's substantiation before filming.
What it looks like
- 01Goal and metric
- 02Audience
- 03Product facts and claims
- 04Hook, word for word
- 05Beats
- 06Shot list
- 07Text and safe zones
- 08Disclosure and usage
What you get
- Concept brief
- Hook bank
- Scripts as beats and talking points
- Shot list and text overlays
FAQ
Do creators read a script word for word?
No. They get beats and talking points and say it their way. The hook is the exception: the opening line is written out, since that line is what the test measures.
Who approves scripts?
You do, before production. Legal or compliance review fits in at the same step, which matters most for fintech and other regulated categories.
Related notes
Testing / 4 MINHow to test ad hooks
A method for testing the opening seconds of short-form ads: one body, several hooks, a metric set in advance, and a read that looks past hook rate.
Briefs / 4 MINWhat to put in a creator brief for a paid ad
A one-page brief that gets usable footage from the first shoot: the goal, the hook, the beats, the shot list, the safe zones, and the disclosure and usage terms.
Plan a first test
Send the product, your target metric and a monthly budget range. We reply with a proposed first test.
Plan a test