Ad Creative Systems

A batch of separate video ads gives you a set of finished files that can only be used as they are. A system gives you the same ads built from interchangeable parts — hooks, bodies, calls to action — plus a naming convention that ties each file back to the decisions inside it. The practical difference shows up in week three: when one hook outperforms the rest, pairing it with a different body is a re-export rather than a new commission. You are buying the ability to iterate, not just the assets.

Enough that the variants are arguing genuinely different things, which in practice means around five distinct angles rather than five cosmetic variations of one. Five is what the Growth Bundle includes, and it is a sensible first test for most accounts. Ten, as in the Scale Package, makes sense when you are testing two audiences or two offers at once. What does not work at any count is a set that differs only in colour or music — those variants tend to perform identically and tell you nothing.

We write everything that appears in the creative: the on-screen hook, the text carrying the argument, and the closing ask. Before production you approve a written angle list so the messaging strategy is agreed before anything is animated. Primary text and headlines in the ads manager are usually better written by whoever owns the account, so we supply the hook lines as plain text with the delivery for you to build those around.

That is the best possible starting point. Send the ads that ran, along with what the account reported — hold rate, cost per result, which ones fatigued fastest. We rebuild the winning angle as a proper module set so it can be extended, and design the new variants to test against it rather than beside it. Working from a proven angle is far cheaper than starting from a blank brief, because the expensive question of what to say has already been answered by your spend.

It depends which engagement you are on. Inside a package, the whole batch is produced together on the package's own clock — 10 days on Growth Bundle, 14 on Scale — because those are multi-asset kits rather than single files. If you need creative to keep pace with an account that is iterating weekly, the monthly retainer is the right structure: it runs one request at a time from your queue and a single ad variant typically comes back in about 48 hours.

MP4 (H.264) at platform-compliant bitrates, delivered in 9:16 at 1080×1920 for Reels, Stories and TikTok, 4:5 at 1080×1350 and 1:1 at 1080×1080 for feed placements, and 16:9 where a placement still needs it. Each ratio is reframed with type re-set rather than cropped from one master, and content is kept clear of the caption block and action rail each platform draws over the video. Captions are burned in and also supplied as .srt and .vtt files, with a still frame per variant for static placements.

No. We produce the creative and hand it over — you or your buyer keep the accounts, the budget and the targeting. That is deliberate: the delivery is organised so somebody else can run it well, with consistent file naming, a variant map, ratios split by folder, and hook lines supplied as text. If you already work with a media buyer, we are happy to take the reporting straight from them and build the next batch around what it says.