What the brief needs
- The hook — what happens in the first two seconds that stops the scroll.
- The problem, shown rather than described.
- The product doing something visible.
- One offer, stated plainly.
What to leave out
Brand history, feature lists, and anything that requires reading. If the asset only works with sound on, it does not work.
How many
More variants of one idea beats one polished version of five ideas. You are looking for which hook survives contact with the audience.
We produce creative as part of the work, requested and tracked in your portal.