Unveiling the Secrets Behind Our Ad Magic

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The last few weeks have been filled with content shoots here at Goodo Studios.I am going to show you the ads we made, and why we made them.

Hopefully, you can take some inspiration from these ads this upcoming month.

I have GIF versions on this email, but I encourage you to watch the videos so you can hear the scripting and music as well.

Seriously- you might not get as much value unless you head to our portfolio and watch the videos.

1. Flamingo

Hook: The script introduces this as a beauty tool and great for a person on the go.

I like to find ways to target the audience within the hook.

The type of person Flamingo targets is the 30-40-year-old woman professional.

The words in the hook identify that type of person.

Visuals: We showed shaving from many different angles to make it interesting and showed off shaving different areas like legs, bikini line, and armpits.

The green screen effect is great to use to show the before and after of shaves while the actress points to the results.

Lastly, I love that for talking we have a few different angles to keep people interested in what she is saying.

Text: Having an interesting text design at the beginning can help viewers follow along with what is being said and engage them to watch longer.

I like to keep things on brand within the constraints of the platform, so we used colors like purple to match the brand.

Different text fonts can also help you create text that is engaging.

My only warning is not to go too crazy with text design that it distracts from what a person is saying. 

Text design should HELP the viewer... not hurt them.

2. Scotch Porter

Hook: The wording on the hook predicts the future and puts the viewer into the mindset that they can transform with Scotch Porter.

I also like how we showed off the different products within the first few seconds.

Visuals: We showed the beard grooming from many different angles and it helps that we shoot all of this in-house to get a lot of cool b-roll to choose from.

The talking has a good mix of selfies holding the camera and the camera propped up.

I like having a CTA using footage versus an end card or graphic to keep things feeling native on the platform through and through.

Text: The captions are not just flat across the video, we played with changing up the size of certain words or phrases to emphasize what was being said.

The text is "less" compared to the first ad, but that was intentional as we wanted to focus on the actor and sharing their experience with the product.

3. Harry's

Hook: This hook creates intrigue on what the razor is and why the viewer should buy it.

This sets up Tommy to discuss his experience and how Harry's can help.

The hook should set up the theme and position of the rest of the video.

Visuals: Talking while shaving is great because you see the product in use, and it feels like he is just chatting on the phone while shaving.

This feels more natural than sitting in front of a camera for 40 seconds going through a script.

In this video, we play with wide, medium, and close-up shots to give a variety for the viewers' eyes to be engaged.

Text: I really like how the captions came out because we played with the sizing of text and even style.

The use of emojis is tasteful - not too much, but visually enough to help strengthen the message.

Use emojis sparingly.

4. Wally Health

Hook: The wording on the hook creates an open loop in the viewer's mind.

To close that loop, you must watch the rest of the video.

This sets up the rest of the video to be educational.

Visuals: Wally Health is a very different dental practice than your traditional doctor, so showing the space and people is so important.

Having a split screen showing multiple patients breaks up the pattern of much of the same footage to keep the viewer engaged. 

Text: Very similar to Flamingo, using colors close to on-brand but within the native platforms of social media is ideal. 

The green stands out and we use that to our advantage to keep viewers engaged.

In terms of script, we wanted to compare and contrast traditional dentists and Wally Health.

This allows people to see how Wally is an improved experience (and cheaper) which converts them to sign up.

5. Cheese Brothers

I share that quotation because it means that if a viewer reads a headline and then don't understand what the product is, most likely, they won't keep reading or buy.

This opening line is VERY obvious with what Cheese Brothers is.

The subtext gives a little more detail but for the most part, the headline speaks for itself.

Many people argue about whether you should have a logo on static ads.

I think it is case by case, not a rule.

In this case, the logo looks really strong and anchors the text to make everything even. 

This was the director's cut to show you the behind the scenes of certain decisions.

I would love to see your ads.

Send them my way and I can give advice. Just reply to this email!

Keep creating!

Matthew Gattozzi

I create a lot of content daily over on Twitter, so if you don't follow me already, I would love to see you over there!g

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