Creator kit
How to make it, in your voice.
We are not going to write your posts. The reason your people listen to you is that it is you talking. So here is everything up to that line: the structure, the angles, the openers, and the rules. What it sounds like is yours.
The shape that works
Three beats, in this order. Our paid ads run on the same structure. If a cut cannot carry all three, it is not an ad, it is a mood piece.
The problem, and it has to be theirs
Name the exact thing that goes wrong for the person watching. Not hydration in general. The stomach at mile fifty. The third day out. The twelve hour day before you still have to train. About 4 seconds.
What is different, and why
Not that it is better. What is actually in it and what that does. Citrate instead of chloride. Glycinate instead of oxide. Dry instead of a gummy. This is where you show the real stick in your real hand. About 5 seconds.
What that gets them
The thing on the other side. Not a promise about their race, a description of not having to think about it. About 4 seconds.
Format
Selfie distance. Shoot where the thing actually happens, not in front of a wall. Phone audio is fine. Polished is worse.
Eight angles
Pick the one that is closest to your own life and say it your way. These are openers, not scripts. Change the words. Keep the idea.
Every line here is already cleared. If you rewrite one, check it against the claims sheet first.
Lawyer, founder, C-suite
“You don't have hours to research what form of magnesium is the good one.”
Our best performing angle so far by a distance. It won 9 of the first 12 paid leads. The buyer is smart, busy, and tired of doing homework on supplements.
Lawyer, founder, C-suite
“Twelve hour day, and you still have to train.”
Same person, different entry. This one is about the day, not the product.
Hyrox, hybrid athlete
“You might not be taking creatine at all. Forty six percent of gummy brands failed their own label. One had five thousandths of a gram.”
The strongest number we own, and it is third-party testing rather than our own assertion. Attack the format, never a brand by name.
Hyrox, hybrid athlete
“You find out a supplement was wrong on the day it mattered.”
Short, cold, and it works as a first line with no setup.
Ultra, Ironman, alpinist
“If you don't finish, it probably won't be your legs. It'll be your stomach.”
True and counterintuitive, which is the whole reason it stops a scroll.
Ultra, Ironman, alpinist
“You've got two tubs, a bag of salt tabs, and a scoop you lost in March.”
The clutter angle. Film your actual counter. Do not tidy it first.
Backcountry hunter
“It is never day one that gets you. It is the third, the fourth, the fifth. And up here you do not bounce back.”
Longest of the eight and still works, because the specificity earns the time.
Backcountry hunter
“Water is weight, so you ration it.”
Seven words. Good for a cold open with no face on screen yet.
Showing the product
- Show the real stick, in your real hand. Torn open, poured into your own bottle. That shot is the whole proof.
- Show your actual day. The trailhead, the gym floor, the kitchen at 5am, the truck. Where you really are.
- Let the label be readable if it lands in frame. We have nothing to hide on it, and people zoom in.
- Say the name plainly. Clean Origins. Two words, no flourish.
- No studio setup. Ring light, seamless backdrop, product on a plinth. All of it reads as an ad and kills the thing you are being paid for.
- Do not read a script to camera. If you need notes, learn the idea and then say it once, badly, and keep that take.
- Do not fake the use. Do not pretend to drink it mid-race if you did not. People can tell, and it is the one thing that cannot be repaired.
- Do not stretch our logo, recolour it, or put it on a busy background. Black or white, left as it is.
- Do not name a competitor. Attack the format or the testing record, never a brand. That is a rule we hold ourselves to.
- Do not invent numbers. Every figure worth using is already on the claims sheet.
Openers that tend to work
Patterns rather than lines, so you can build your own. Every one of them is doing the same job: earning the next two seconds.
- The reversal. Say the thing they believe, then take it away. “It probably won’t be your legs.”
- The number nobody has heard. 46% failed their own label. 4% against 19% absorbed. Numbers stop scrolls when they are specific and strange.
- The confession. Something true about you that costs you a little to admit. This one out-performs everything when it is real.
- The specific day. Not “when you train hard.” Day three. Mile fifty. The 5am counter.
- The thing we cut. Telling people we removed a claim because the research did not hold up. It is the most persuasive thing about this brand and almost nobody uses it.
Say you are paid
#ad or #affiliate, where someone sees it without tapping “more.” In a video, say it out loud early. It has to be hard to miss and easy to understand, which is the actual wording the FTC uses.
Nobody has ever unfollowed anyone over a disclosure. They unfollow over the one that was hidden.
If you are stuck, send us the idea.
Not for approval. We will tell you which of the eight it is closest to and which number backs it. Then you go make it.
Last updated 23 August 2026. Angles and structure are the same ones our paid ads run on. Everything on this page is checked against the claims sheet, which controls if the two ever disagree.