Work

Proof, not portfolio theatre.

Sixteen pieces: three spec ads we made unasked for real brands, twelve concept films for fictional brands and one concept built in code. Watch them the way your buyers will: in a feed, sound off, hook first.

Results

No client results to show yet — every piece here is spec or concept. Here’s what we measure in a Sprint: hook rate, hold rate, CTR, CPA vs control.

  • Hook rate3-s views ÷ impressions
  • Hold rateThruPlays ÷ 3-s views
  • CTRoutbound clicks ÷ impressions
  • CPA vs controleach cut against your current best ad
Hook Lab

16 of 16

Concept case · not a clientCapsule: one master, eighteen cuts, the whole Sprint shown →

Spec work · not commissioned by or affiliated with Little Caesars, Poppi or Comvita. Trademarks belong to their owners. Concept · fictional brands · made with Higgsfield; The Cup is built in code.

Hook Lab · 0–1.5 s

Every hook, side by side.

The first 1.5 seconds are the only part of an ad everyone sees. These are the openings of all sixteen ads, playing in sync. Pick the ones that stop your thumb, then tap for the whole case.

  1. Spec · Little CaesarsA fisheye macro of bubbling pepperoni
  2. Spec · PoppiTennis-ball fuzz at macro distance
  3. Spec · ComvitaThe brand's C built from glossy honey, glass and black ribbons
  4. Concept · Velvet Pine CreameryA macro of yellow felt with the brand printed on it
  5. Concept · Rosehip Morning SocietyThe pouch mid-tumble through pink inflatable letters against a hard blue sky
  6. Concept · Juniper Moon ProvisionsA macro of the pouch type under the super “Small Batch, Big Flavor”
  7. Concept · Ame KazeA thin stream of tea pouring into a glass dish between two leaves
  8. Concept · lume.A furry hand lifting the stick out of a bed of purple pom-poms
  9. Concept · hooplaThe can spotlit against the sun on top of a red shipping container
  10. Concept · Sunroom Botanical BodyA slow pour from an amber bottle neck in low sun
  11. Concept · plipAn amber gel macro full of bubbles
  12. Concept · Room Tone CandleworksA repeating array of black candle jars
  13. Concept · Common Table KitchenA macro of thick tomato sauce
  14. Concept · Common Table KitchenThe can label in close-up
  15. Concept · UnbrandedA hand holding the wallet open as a stack of cards fans out
  16. Concept · KOThe KO mark filling a white app tile

Clips are the first 1.5 s of each cut, silent.