Blog

Notes on video ads that convert

Hooks, testing, formats and production — what we learn making video ads every day, written to be useful in five minutes.

Creative strategy

The first 3 seconds decide everything

Most video ads are skipped before the brand name appears. Here's how we write hooks that stop the scroll — and why the hook matters more than the edit.

Sep 22, 2026 · 4 min read

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Media buying

How many video ads should you actually test?

One ad is a guess. Three is a signal. Ten is a system. A practical guide to sizing your creative testing budget without wasting spend.

Sep 15, 2026 · 5 min read

Production

Designing ads for a sound-off world

The majority of social video plays muted. If your ad needs audio to make sense, it's broken. Here's the checklist we run on every export.

Sep 8, 2026 · 4 min read

Behind the scenes

The productized model: why we killed the agency process

No discovery calls, no retainers, no six-week timelines. Why we rebuilt video ad production as a product — and what that means for your budget.

Sep 1, 2026 · 6 min read

Production

One ad, every platform: how format systems work

A 9:16 Reel, a 1:1 feed post and a 16:9 YouTube cut are not the same ad resized. Here's how we build format systems from a single concept.

Aug 25, 2026 · 4 min read

Getting started

What to send us (and what you can skip)

You don't need a brand book or raw footage to get great video ads. Here's the short list of what actually helps — and the long list of what doesn't matter.

Aug 18, 2026 · 3 min read

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