<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Chapter 1: Video Ad Creative Mastery

> Hooks, UGC, testing, and AI tools are covered in dedicated sub-docs. This chapter focuses on **formats, storytelling, visual psychology, advanced strategies, and production systems** — topics unique to this chapter.
>
> Cross-references: [video-ugc.md](ad-creative-video-ugc.md) (hooks, UGC) | [testing-optimization.md](ad-creative-testing-optimization.md) (A/B testing, benchmarks) | [ai-tools-reference.md](ad-creative-ai-tools-reference.md) (AI video/audio/script tools)

---

## Formats and Specifications

| Platform | Ratio | Dimensions | Duration | Notes |
|----------|-------|-----------|---------|-------|
| Facebook Feed | 1:1 / 16:9 | 1080x1080 / 1920x1080 | 1s-240min | 85% watched without sound |
| Instagram Reels | 9:16 | 1080x1920 | 15-90s | 30fps min; trending audio boosts reach |
| Instagram Stories | 9:16 | 1080x1920 | 15s/card | Polls, sliders, countdowns |
| TikTok In-Feed | 9:16 | 1080x1920 | 5-60s (9-15s opt.) | 90% watch with sound on |
| YouTube Skippable | 16:9 | 1920x1080 | 12s-6min | Skip after 5s; CPV at 30s |
| YouTube Non-skip | 16:9 | 1920x1080 | 15-20s | Brand awareness |
| YouTube Bumper | 16:9 | 1920x1080 | 6s max | Reach/frequency |
| Snapchat | 9:16 | 1080x1920 | 3-180s (10s rec.) | 75% millennials/Gen Z |
| LinkedIn | 16:9/1:1/9:16 | varies | 3s-30min (15-30s opt.) | Dwell time weighted by algorithm |
| OTT/CTV | 16:9 | 1080p/4K | 15-30s standard | 23.98-30fps |

### Technical Standards

- **Resolution:** Shoot 4K, deliver 1080p
- **Frame rates:** 24fps (cinematic) / 30fps (broadcast) / 60fps (demos)
- **Audio:** Music -14 LUFS; dialogue >-12 dB; music <-20 dB during speech; 48kHz/24-bit VO
- **Captions:** SRT required; sans-serif 32-48pt, high contrast

---

## Storytelling Frameworks

| Framework | Structure |
|-----------|----------|
| Mini Hero's Journey (30-60s) | Ordinary world (0-5s) -> problem (5-10s) -> product (10-20s) -> results (20-40s) -> improved life + CTA (40-60s) |
| PAS | Problem -> Agitation (visceral/urgent) -> Solution |
| AIDA | Attention hook (0-3s) -> Interest/problem (3-10s) -> Desire/proof (10-45s) -> Action/CTA (final 5-15s) |
| StoryBrand | Customer = hero, brand = guide: character -> problem -> guide -> plan -> CTA -> avoid failure -> success |

**Micro-story formats:** Single-scene (facial journey: confusion -> realization -> joy; object transformation) | Text-overlay ("Day 1: I was skeptical" -> "Day 30: I can't believe the difference") | POV (product experience, day-in-life, tutorial)

### Emotional Arcs

| Arc | Pattern | Best for |
|-----|---------|---------|
| Rags to Riches | Rise | Transformation, before/after |
| Man in a Hole | Fall then rise | Problem-solution |
| Icarus | Rise then fall | "Don't make this mistake" |
| Cinderella | Rise-fall-rise | Comeback stories |

**Visual storytelling:** Show, don't tell — "fast" = time-lapse; "easy" = effortless use. Montage types: progress, lifestyle, testimonial, feature. Metaphors: chains = freedom; sunrise = new beginnings; seeds = growth.

---

## Visual Psychology and Thumb-Stopping Techniques

**Visual processing layers:** Preattentive (0-150ms): color/motion/orientation — target this first | Focused (150-500ms): objects/patterns | Semantic (500ms+): meaning/emotion.

### Color Psychology

| Color | Emotions | Applications |
|-------|---------|-------------|
| Red | Urgency, passion | Sales, CTAs, food |
| Blue | Trust, security | Finance, tech, healthcare |
| Yellow | Optimism, energy | Youth brands, warnings |
| Green | Growth, health | Sustainability, wellness |
| Orange | Enthusiasm, value | CTAs, value messaging |
| Purple | Luxury, creativity | Premium, beauty |

High-contrast combos: yellow on black (highest) | white on red (urgency) | black on yellow (attention)

### Motion, Typography, Faces

- **Motion:** Human movement triggers automatic attention; peripheral/lateral motion draws eyes; sudden onset captures — use sparingly
- **Typography:** Primary 48pt+ / Secondary 32-40pt / Tertiary 24-32pt; sans-serif, max 2-3 families; stay within central 80% of frame
- **Faces:** Open with faces when possible; direct eye contact creates connection; viewers mimic on-screen emotions

---

## Advanced Strategies

**Sequential storytelling:** Tease-Reveal-Payoff (intrigue -> explanation -> resolution + CTA) | Problem-Education-Solution (pain -> authority -> product) | Awareness-Consideration-Conversion (brand intro -> social proof -> offers/urgency). Frequency cap per element; segment audience by funnel stage.

**Interactive:** Shoppable (hotspots, add-to-cart), choose-your-own-adventure, polls/quizzes. Platform features: Instagram Stories (polls, quiz stickers, sliders, countdowns) | YouTube (end screens, cards) | TikTok (Duet/Stitch, Q&A, polls).

**Live shopping:** Instagram/Facebook Live, TikTok LIVE, Amazon Live — launches, limited-time offers, influencer takeovers.

**Personalized at scale:** Variables: name, location, purchase history, browsing. Tools: Idomoo, SundaySky, Vidyard. DCO: intros by demographic, products by history, localized offers.

---

## Production System

**Pipeline:** Strategy (brief: objective, audience, key message, specs, metrics; content calendar) -> Production (batch shooting, modular content, templates, asset library) -> Post (rough cut -> graphics -> audio -> color -> versioning: ratios, durations, localizations) -> Distribution (platform optimization, thumbnail/metadata, scheduling, analysis).

```text
/Raw Footage/2024/Campaign_Name/Scene_01...
/B-Roll/Lifestyle | Product | Office
/Graphics/Logos | Lower_Thirds | End_Cards
/Audio/Music | SFX | Voiceovers
/Final_Exports/By_Platform | By_Campaign
```

**Roles:** Creative Director (vision, approval) | Video Producer (planning, budget, vendors) | Videographer (technical, lighting) | Video Editor (assembly, pacing, versioning) | Motion Graphics (animation, text) | Social Media Manager (platform strategy, trends).

| Model | Pros | Cons | Best for |
|-------|------|------|---------|
| In-house | Brand knowledge, fast turnaround, cost-efficient at scale | Limited perspectives | High-volume, recurring |
| Agency | Specialized expertise, fresh creative | Higher cost, slower | Hero campaigns, complex |
| Freelance | Flexibility, cost control | Quality consistency | Specialized/overflow |

**Hybrid:** In-house for day-to-day -> agency for campaign concepts -> freelance for specialized/overflow.
