Creative Strategy Explained: The 3 Jobs of a Hook (Bootcamp Week 1) | Evan Lee, Motion

Evan Lee: [Music]

Evan Lee: So, it's 9:01. You just started your new job as a creative strategist.

Evan Lee: Where the heck do you begin?

Evan Lee: So, the thing is is like you have so many options. You can go and make 25 ads yourself. You can try to connect with a million creators. Or my favorite, you can recreate what the CEO sent you this past weekend and it's like, damn, okay, let's just do it. But my big thing is is when you're considering where to start, you want to make sure that you kick off the right way. So what does that mean?

Evan Lee: That means slow down. I just want to get to know you. And by know you, I really mean get to know the business.

Evan Lee: So creative strategy, it gets mistaken for endless execution, unlimited briefs, making ads, etc.

Evan Lee: But here's the thing. The real job is to understand what has the highest leverage for the brand. Once you know that, it means focus all of your energy on that thing. So how do we go about focusing on the highest leverage for the brand?

Evan Lee: So too often, the first thing that I see creative strategists try to do is that they try to make a million ads straight out the gate. It's a really great effort, it's just not the right place to start. So the best people that I found operate at three different altitudes and they're focused on a top-down approach. By the way, this section is just a high level. Like there's further sessions like next week's with Sarah where we're really going to unpack this. But this is the way that you need to start thinking at these three different altitudes.

Evan Lee: So when I talk about a top-down approach, what that means is that you want to start at the organizational level. So what that means is if I have any founders or organizational leaders here, you'll want to ask yourself questions that you like you can see here. You're trying to figure out what is the most important thing to the business. And if you're an individual who is just starting to the brand, the first thing you want to do is ask leadership these questions. So you want to make sure that you're on the same page with them with what you're trying to accomplish because this is going to anchor your strategy and everything moving forward.

Evan Lee: Once you're on the same page with understanding what you want to be able to do and accomplish, the next thing that you're going to do is drop from the organizational level to the team level. So this is where you're now putting on the hat and saying like, well, how much volume do we need? How do we allocate the appropriate people to solve these problems for us? How many creators do we need? You're doing the planning to make sure you can hit the volume you need while continuing to be strategic.

Evan Lee: And only at this point, when you've been able to say, I'm thinking at the org level, I've allocated the resources at the team level, can you then move to the individual level. This is where it's your time to now shine. And you can see how it's different than just making a million different ads. So here, it's where you're diving into the actual creation. So it's like, if you do this right, what I always say is is you become the person on the marketing team who's connecting the business, so leadership with the individual work that's happening. So you're really being able to be that go-to person on the marketing team. So, when I'm thinking about this session, what I want you all to do is please remind yourself when you're doing your job, ask yourself the question, what altitude am I currently operating at? Because if you're in the individual level when the business requires you to be at the org level, make a really quick change and have the conversations you need to with the appropriate people. Are we on the same page, y'all? Let me know in the chat if we're on the same page if we're speaking the same language. I'm still seeing people dial in from everywhere. Cali in the building, Houston in the building, Chicago in the building. This is nuts. New York, New York. More Toronto folks. But yes, we're on the same page. Same page. Amazing. Thanks, Dave. Appreciate you. Lauren, amazing. Love it, love it, love it. Thank you, thank you, thank you. Okay, so now that we're on the same page of the altitude that you operate at, I want to hit you with another, and now that we're talking about like specifically the individual level after we've figured out the altitudes, I want to talk about ads again and to kick this off, I want to get into a quick pop quiz.

Evan Lee: So here we go. We got four options for you. At the creative level, what's the highest leverage element in any direct response creative? You have A, adding social proof and credibility. You have B, getting the right creator talent. You have C, getting the direct response editing and pacing right. Or you have D, using an effective hook. Throw your answers in the chat, y'all. What we got? Let's see. Okay. We got A's, we got D's all around, it's looking like. We got D's all around. Usually, if I took school, D is not a good thing, but I'm feeling like this is the way. This is the way, like Mandalorian says. Okay, what's the answer?

Evan Lee: The answer is in fact D. The hook.

Evan Lee: So the hook is everything. The hook is the highest leverage creative variable. If you you got to be able to nail this hook. So, I want to get a baseline for where we are in terms of evaluating the hooks. I'm happy with where everyone's at in terms of knowing that hooks are most important. But now I just want to get a vibe check, like how is everybody at sussing out what is a really good hook. So, what that means is is I have more examples for you all.

Evan Lee: These are different ads that we ran at Motion specifically for this bootcamp. I'm actually hoping a lot of you recognize these because it might have been these that had got you to sign up. So let's watch these. I don't think I'll play the entire things, but I want to emphasize the hooks. So which hook won and why? We're going to get that going in the chat in a second.

Evan Lee: One of the most in-demand, highest paying roles in marketing right now is a creative strategist. This job didn't even exist five years ago, which means the skill set has been evolving so fast that most marketers are struggling to keep up. That's where this free eight-week training by Motion comes in. This is a chance to learn live from expert creative strategists and master the exact skills and strategies they're using to create winning ads for major brands. Like how to write thumb-stopping hooks, how to analyze ads, what the best AI tools are for research and creation, and how to build creative systems that consistently produce winners in algorithms like Andromeda. It's taught by experts by some of the best brands in creative strategy, like Calm, Harry's, and Mammoth. Plus experts like Oren John and Will Sartorius, the CEO at Selfmade. And this isn't just sitting back and listening. You'll actually get hands-on creating ads and receive expert feedback. So you leave with a killer portfolio, hard skills, and the confidence to build winners again and again. Seats are limited, so if you want to save your spot, click the link below to register now. Again, there's no gatekeeping here, just 100% free value to help you win with paid social in 2026.

Evan Lee: I love that people are like, I saw this ad. Yeah, that's so good. Shout out to Stormy. By the way, like I I'm trying to shorten them, but I'm afraid if I try to stop it, I'm going to go to the answer. So we're tapping into the entire ads, okay, everybody? Thank you for your patience. I also love that people are saying D. It's like trolling immediately. That could be the hook. Let's watch this next one.

Evan Lee: I burned $40,000 on Meta ads last year just hoping something would work. Turns out viral ads aren't luck. Then I learned about creative strategy and realized it's not just luck, it's an actual skill. There are people whose entire job is engineering scroll-stopping concepts that convert. They know exactly which hooks work, how to structure a winning ad, how to rapid test ideas. It's a whole science. And now they're teaching it for free, starting March 17th. This eight-week course is taught by actual creative strategists from major brands, not YouTubers, not course creators, people who do this work every single day. Because here's the thing, one great ad really can change everything for a brand. I've seen it happen. The question is whether you want to leave that to chance or actually learn how to create winners on demand. You build a real portfolio, get a LinkedIn credential from Motion, zero cost, zero gatekeeping. So if you've been burning money on ads that don't work, maybe it's time to learn from people who actually make the ones that do. Registration link below.

Evan Lee: Susan said one of the greatest things in the chat, wouldn't the hook matter depending on who sees it? We'll get into that in a bit, but that, love it. And let's watch the last one here.

Evan Lee: Great marketers don't make ads. They treat advertising like art. For years, we could run nearly anything on Meta and watch returns fly in. But competition is tougher than ever. iOS updates and Andromeda have changed everything. And Gen Z's become harder than ever to win over. In 2026, creative is everything. But it's not enough to spy on your competitor's ad library and just rip off their content. To truly scale, you need unique original creative that tells your brand story and sells. And that's why creative strategy is the most lucrative skill you can learn right now. And guys, if you're looking for a way to master this, Motion is doing a completely free eight-week course launching on March 17th with some of the biggest names in the industry. I'm talking creatives from Caraway, Harry's, Dr. and so much more. They're going to be doing weekly live sessions where they help you make ads, analyze performance, and iterate from there. And it's completely free. If you're interested, make sure to tap below for all the details. But hurry, because I can nearly guarantee you spots on this are going to fill up fast.

Evan Lee: Okay, y'all, that's A, B, and C. Flood the chat. What we got? I think I was seeing like a bunch of A's. That's that's great. Ebony's like, I think it's B, but C got me to sign up. That's so funny. That's so funny how it's like, this got me to convert, but I can see how that's the winner. I can see how that's the winner. That's so funny. So y'all, we've watched A, B, and C. The answer is...

Evan Lee: C. C. C.

Evan Lee: Okay. This is insane. So, if we look at the metrics here, we're going to dive a lot deeper into the actual metrics that we're looking at later, but just as a sneak peek, what you should care about are things like your spend, your thumbstop, your hold, and your CTR. These are super important. But this is the sniff test on vibes. So you want to be able to say like, what's the vibe and what's the test for the creative that's going to work. So anyone who voted C, you can see that's the one that worked quite well. And now we're going to start unpacking uh like how we start to assess our vibes. So what I mean there is, is we all went just off of instinct. Now let's try to put language behind the vibes that we've used to define our analysis.

Evan Lee: Um, do I have anyone here who is a fisher? Do I do I have people who like fishing? I know I'm not, but I found this to be an amazing metaphor. Shout out to James on our team.

Evan Lee: So, first things first, um, what I want to say is is I got like a first giveaway for swag. I showed you earlier, creative strategy hats, giving these things out. So first one to get this gets it right. When you see this bait, what nightmarish thing do you think it catches? Let's start to see those fish in the chat here. Whoever can be ChatGPT fast enough. What we got, y'all? What we got? Grouper? Nope, not grouper. Not quite. So basically, ah, no one might win this one. Nobody might win this one. This might be a tough one.

Evan Lee: So the real fish here that this thing catches is this. So it's the Taimen fish, aka a river wolf, and this is found in the rivers of Siberia. So, this fish isn't going for a worm or a shiny fly. What really gets this thing's attention are basically like a small mouse or rodent that's swimming or splashing across the surface of water. So, a bit disgusting, but it speaks to the precision that the hook is operating with, okay?

Evan Lee: So why I really like this is that the point of this is we choose hook formats based on the different audiences and what that they what they will actually respond to. So I remember, I think it was Susan a little bit earlier, who talked about doesn't the audience matter? It's exactly that. Which ad is going to resonate with your desired audience? And you can see by the answers that we've gotten in this chat, there's so many things that different people think of and intend to value.

Evan Lee: So what that means is is that you can't just copy and paste a different a bunch of different formats you see out into the world. You really need to understand what's going on in your customer's head.

Evan Lee: So when I'm talking about hooks being the whole game, what it means is is number one, it generates an emotional reaction by cutting through all of the noise and speaking to the customer in a language that's very familiar to them. Number two, it targets and disqualifies by calling out who it's going after, like that fish, essentially. And then number three, it connects naturally to the story. So what I mean by there is a lot of the times you can have something that we call hook slop. And then what I'm imagining there is like, imagine that I am a brand that sells makeup. Let's say I'm a makeup brand and I started by shooting a gun in the air or something like that. Sure, that would get people to stop in their feeds, but the thing is is even though they're not stopping in their feeds, even though they're stopping in their feeds, it doesn't fit with what you have going on.

Evan Lee: What I want to do now is I want to go ahead and help put language behind the vibes. So we all had this intuition for being able to to uh tie together like what a good hook is, but now I want to give you the language. So basically, the best hooks have three connected layers. Number one, it's the visual. Why did this make me stop? Number two, is the audio and textual. How did the audio and text help enhance the visual? Did it reinforce the visual? Did they add extra information you didn't get from the visual? Did they help explain the story? How did it go? And then number three, we have psychological. What tactics are they using to make you buy? Are they speaking specifically to a pain and calling it out or are they selling it with a little more nuance and subtlety?

Evan Lee: So what I want to do now is with these three layers in mind, I want to go ahead and watch some examples together so we can break these down. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. That's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my gosh. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, um, the thing about this, the thing about this video, it's like what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. Okay, so this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

Evan Lee: Oh. Oh. Oh. Oh. I got your attention, didn't I? Now that's how you do a visual hook. And if you want to learn how to make scroll-stopping ads just like this, Motion is releasing a completely free eight-week course. And it's taught by people who scale brands eight to nine figures. And we're talking big dogs in the game. Dara Denny, Oren John, the creative strategist from Harry's and more. In this course, you'll make real ads, get real feedback, and build a portfolio that you can actually use. DTC brands are fighting to hire creative strategists. This course is how you get in the door. Seats are limited, so make sure to click the link down below and snag your spot before it's gone.

Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting. Let's watch another one and we're going back to our good old friends at Ridge Wallet, okay?

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. My dad and I realized that most wallets were falling apart, stuffed to the max, and barely fit in your back pocket. So we set out to create something better. After years of trial and error and perfecting the design, we launched the Ridge Wallet. Ridge is built to last a lifetime. It's made from high-quality materials and is the perfect balance of modern style, premium materials, and durability. And the best part is it fits comfortably in your front pocket, so you can easily slide it in and out. And with...

Evan Lee: I'm not going to play the whole thing because we've all watched a lot of Ridge wallets, but I'm loving, I'm loving how people are saying it's like what carried this one, the first line, the hook, like what are we saying? So let's talk about the visual. Who here knows this guy? Like is this someone familiar? Corey knows, Mr. Daly himself. Carrie knows, John Daly himself. So this is hilarious because it's a good job of literally getting down to your desired audience, saying who are we going after? You have to know who John Daly is. That's the starting point. And then accompanying that is the size of the wallet, looking at what the Ridge wallet looks like versus a packed wallet. And it's so funny how so many people are like, John Daly, who is that? I'm not going to lie, I didn't know who that was either. So, so I tapped in and had to learn to be able to understand what's going on here. So Pamela educated us. B, you and I got to get up to speed on what's happening here. So that's the visual side. Now let's talk about the audio and textual. So let's watch this again because so many people have referenced this in the chat that's happening.

Evan Lee: Your wallet sucks. That's why we invented the Ridge Wallet. Hey, I'm Daniel, one of the founders of Ridge. Your wallet sucks. Your wallet sucks. It just finds a way to cut through all of the bull crap to be able to understand what's going on and be able to make it work across the board. And I think one of the really cool things about this is that it actually carries the ad, and I'll talk about that in a second. So a lot of you would be considered accurate. And then finally, psychologically, on top of what we've talked uh spoken about in the first three seconds of this video, I think something that they're also showing is how important craftsmanship is. So what they've done is they've identified the audience of most likely uh men for the most part who are quite wide-reaching but would know who John Daly is on this side. And then after they've gotten their attention, they've really emphasized how important craftsmanship is. So they've shown the process of being able to make this. That's so funny. Shelby's like, I am the I am the male audience. That's hilarious. That's hilarious. So, I will ask the same question. We've talked about visual, audio and textual, and psychological. What carries this ad? And what I really lean into is what a lot of you have mentioned is your wallet sucks. Because the really cool thing about identifying your wallet sucks as such an anchor in this type of creative is I know for a fact that Ridge has been able to accompany that tagline with so many different visual formats. In this case, it's John Daly showing the big wallet versus the small wallet. But I've seen other ads they've done within their ad library of tearing a wallet in half, an older wallet in half. I've seen versions where they're lighting things on fire across the board. So basically, we're getting to a spot where your wallet sucks is the message, and then they're able to visually show that in so many different ways.

Evan Lee: Okay, everybody, I have one more that I wanted to chat through. And in this one, I actually have notes that I think are quite cool to discuss as a as a community here. But I wanted to show it so you all can see what's going on. So I've labeled it as potential improvement. Let's see what we have here. So this is the first one that I want to watch together. And here, it's funny because it's another Motion uh ad that we had run specifically for the bootcamp. Now for this one, I'm going to try my best to look at Slack too for the chat. So feel free to throw it in there as long as you can hear me, all right? All right, let's check this thing out.

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Evan Lee: I love that people are like, I saw this ad. It's so funny. Shout out. This one is so good. This one is so good. So I want to break it down. We had visual, audio and textual, and psychological. So let's start with the visual hook on this thing. Let's give it a quick watch again. Oh. Oh. Oh. Oh. I got your attention, didn't I? I think it's as shocking as it gets, right? Literally as shocking as it gets. So it really just gets their attention and makes it a hook across the board. The second thing is the audio and textual. So, something about this is like the person speaking in the background is like, oh my god. And then mixed with the Snapchat uh like text overlay, it feels super native to the platform. And then the third piece here is the psychological side. So why this is interesting is like I'm seeing a lot of people talk about, is this an example of hook slop? Now that's the first thing that I was going to call out in psychological. The really interesting thing that we get to do being Motion is that we can do maybe anything and put it under the lens of hook-stopping content. So we've been able to connect the visual and the gimmick almost of throwing something at the window and someone opening it up, but immediately tying it to, we got your attention, didn't we I? Didn't we? So tying it together. So it's so funny how it's like we are one of the uh I think only companies that can do this and it fits in. That's so funny. Someone's like, why did they open the window? Don't throw this stuff at my window. I'm not opening it up. That's hilarious. So, what I will say is like when you're thinking about those three layers of visual, audio and textual, and psychological, it's like what carries the ad. And I'd say in this case, the visual really carries the ad. It's very shocking and someone's throwing something at your windshield. So that's the part that does most of the lifting.