Product knowledge
Creative starts with understanding the product: what it does, how it feels and what is worth showing.
The short version
What starts working. Creative that shows the specific thing you sell, not a well-lit version of anything that would fit the same edit.
Is this for you? For physical products whose useful details need to come through in the creative. We handle the product where possible and work with your team where it cannot be sent. Until we can handle the product or talk to someone who uses it daily, the brief cannot begin.
What leaves your plate. The product handled, sometimes posted to us before a frame is shot, the brand studied as closely as the item, and the moment a box opens treated as the persuasion it is.
Start with the Free Audit.
An ad that shows, and what showing requires
Sometimes we ask you to post it to us
Weight, texture, sound and the way packaging opens can suggest what to film. We ask to handle the product where that will help; the brief decides which details deserve the opening.
Unboxing and packaging carry real weight
Unboxing can show packaging, scale and first-use details that a specification leaves out. It earns a place when those details help the buyer understand the product.
We research the brand as carefully as the product
Archetype, positioning, the pain points the product solves. Partners often have not written these down, and the process of us asking is frequently the first time they get answered. We run the same process on ourselves, which is why it goes quickly.
Knowing it changes what gets filmed
A texture worth a close-up, a mechanism to demonstrate or a practical limitation to explain: understanding the product makes the shot list more specific. Read more: shot and b-roll lists →
What the brief is built from
What we ask for at the start
The product where it can be sent; otherwise, a conversation with someone who uses it daily and reference footage where available. We also ask for common customer questions and objections to inform the brief.
What comes out of it
A shot list that knows what it is looking for, copy that describes something real, and a set of angles that are about the product itself, never about advertising in general.
At the bench
The work, demonstrated
Try a decision from the craft: drag, tap or toggle, then read the trade-off.
These are illustrative models; no partner’s results are shown.
More demonstrations at the bench →Every ad that had to be written from a spec sheet looks like it was, and the audience notices before the brand does.
You cannot show, in three seconds, a thing you have never held.
What changes for you
Creative that shows the specific thing you sell.
Related: Ad creative · Market and audience research · Statics and carousels · Hooks and variants
Send your page and ad library link. We will review the creative and recommend what to test next. Performance analysis also needs the relevant campaign data.
Request your Free Audit.
Three fields, and a written reading back.
Your audit usually arrives within three working days. We use your details only to reply to your enquiry.
What you will get
What is working, what could improve and whether we can help.
Two or three priorities, with the reason for each.
A recommended next step, even if that step is not us.
There is no obligation to continue. We only arrange a call if you ask for one.
The work, written up
The case studies keep their dates, sources and limits visible.
See the casework →