02 / 05 · Ads5 reference pieces
Hook, problem, proof, offer, and the first three seconds carry the budget.
[ 5 pieces ]
The standard
Reference pieces by other creators, chosen to set the bar for ads built to convert. Our own named client work lives on how we work.
[ How this gets made ]
Every frame answers to hook rate or to hold rate.
Turnaround 12–18h
- 01Movement in frame one. A static opener loses to a moving one reliably, so the hook has to land inside about a second and a half.
- 02The claim is on screen as text as well as spoken, because a large share of the audience is watching on mute.
- 03Through the body, something changes every one to two seconds — an angle, a zoom, a text card, a product beat.
- 04Proof before offer, always, and the call to action appears twice: once after the strongest proof, once at the end.
Hook rate is three-second views over impressions: 25% is a baseline, 30% is good, 35% and above is something worth scaling spend behind. Hold rate then says whether the middle earned the attention the opener bought, for an ad under fifteen seconds, 35–50% is solid. Those two numbers decide what this edit is allowed to do, and they are why the structure barely moves while the hook changes every week.
Also in Ads
The whole category- 01Product filmsThe object, lit and moved until the viewer can feel its weight.6 references
- 02Brand & commercialThirty seconds with one idea in it, and nothing else.5 references
- 03Sales & demo videoSoftware explained in ninety seconds, so the trial starts without a call.6 references
- 04Property & real estateA walkthrough that keeps its geography, so the viewer always knows where they are standing.6 references
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