Tutorial high production ads ·58 min ·Recorded Jul 2026

Sprints w/ Evan: How To Make High-Production Ads That Actually Convert Feat. Fraser Cottrell

Fraser Cottrell, co-founder of Fraggell Productions, joins Evan Lee from Motion to discuss how to create high-production ads that actually convert. Cottrell breaks down his agency's entire workflow, from initial research and review mining to generate endless creative ideas, through the detailed pre-production, production, and post-production stages. He provides practical advice on equipment, timelines, team management, and the specific tactics used to ensure that even high-budget shoots result in performance-driven ad creative.

Outline

What's discussed, in order

00:00
Intro & Housekeeping Poll
02:17
Motion Intro & What is Creative Strategy? The Flywheel
05:57
Research & Review Mining
10:15
Finding Creative Inspiration
13:15
UGC vs. High Production Timelines
15:25
Pre-Production: The Shot List
29:30
Production: On-Set Tips (Lighting, Camera, Audio)
42:45
Post-Production: Editing for Performance
45:25
Q&A
Frameworks presented

3 named frameworks

01 Creative Strategy Flywheel
A cyclical process for developing, launching, and analyzing ad creative.
presenter's own · ~05:58Play
02 Endless Creative Ideas (for Ecom Brands)
A three-step framework for generating a constant stream of creative ideas for ads.
presenter's own · ~10:16Play
03 UGC Timeline vs. High Production Timeline
A comparison of the production workflows for User-Generated Content versus High Production content.
presenter's own · ~13:16Play
Claims & hot takes

What's actually believed — in their own words

High production doesn't necessarily mean it's going to convert.

Fraser Cottrell · 2026 · observation 03:30 #

The research stage is the most important and often overlooked when making ads.

Fraser Cottrell · 2026 · opinion 06:05 #

Review mining is the process of digging into online reviews in search of qualitative data.

Fraser Cottrell · 2026 · definition 07:05 #

The best way to find inspiration is not to look at your competitors.

Fraser Cottrell · 2026 · opinion 10:20 #

Pre-production is where the shit can hit the fan.

Fraser Cottrell · 2026 · observation 15:28 #

You don't need to invest in a hundred thousand pounds worth of gear to do this.

Fraser Cottrell · 2026 · opinion 28:17 #

The brand new iPhone, annoyingly, is a cinema camera now.

Fraser Cottrell · 2026 · opinion 28:38 #

Lighting is the most important part of any video.

Fraser Cottrell · 2026 · opinion 29:35 #

The first three seconds are the most important part of your ad.

Fraser Cottrell · 2026 · observation 43:00 #

The winning formula when creating an ad is problem-solution.

Fraser Cottrell · 2026 · opinion 49:15 #

Pain is a fantastic motivator for people to go and do something.

Fraser Cottrell · 2026 · observation 49:50 #

The more miles you put in, the better your stuff is going to be.

Fraser Cottrell · 2026 · opinion 39:34 #

AI is not quite there yet in terms of taking out a lot of the legwork for an actual creative.

Fraser Cottrell · 2026 · opinion 36:20 #

It's the customer that's buying the product. It doesn't matter whether you like an ad.

Fraser Cottrell · 2026 · opinion 10:50 #

The biggest difference between UGC and high production is the pre-production.

Fraser Cottrell · 2026 · observation 13:25 #
Tactics & anti-patterns

The do's and don'ts pulled from the session

Do this
  • Fraser Cottrell: Use review mining to find common themes, strong opinions, and personal stories that can be turned into ad angles. 07:05 #
  • Fraser Cottrell: Create a research "cheat sheet" documenting product details and customer problems before ideating. 06:30 #
  • Fraser Cottrell: Look for inspiration outside your direct competitor set to find unique creative styles. 10:20 #
  • Fraser Cottrell: Build a detailed shot list including angle, duration, shot type, on-screen action, camera movement, and props. 15:35 #
  • Fraser Cottrell: Use a three-point lighting setup (key, fill, back light) to separate subject from background. 29:50 #
  • Fraser Cottrell: Shoot on an iPhone using a flat picture profile for more color grading control in post. 28:50 #
  • Fraser Cottrell: Use a lavalier microphone — clear audio matters more than video quality. 39:50 #
  • Fraser Cottrell: Use Midjourney to generate background images, then composite in post to replace real backgrounds. 37:20 #
  • Fraser Cottrell: When iterating a winner, isolate the winning element (hook, body) and recombine with other winning parts. 48:02 #
Don't do this
  • Fraser Cottrell: Don't just copy your competitors when looking for inspiration. 10:20 #
  • Fraser Cottrell: Don't skimp on pre-production — you can't afford to waste time and money on set. 15:28 #
  • Fraser Cottrell: Don't assume high production automatically equals high performance. 03:30 #
  • Fraser Cottrell: Don't let UGC creators edit the final video; get raw footage and edit in-house. 14:42 #
Data & stats cited

Numbers quoted in this talk

"We're delivering like 400 videos every month."
Fraser Cottrell · 2026 · 39:24 #
"We have probably over 100,000 pounds worth of equipment."
Fraser Cottrell · 2026 · 26:54 #
Poll result (final snapshot, 94 votes): Agency 50%, In-house/brand 40%, Freelancer/consultant 10% —
2026 · 02:10 #
Named entities

Everything referenced on-screen and by name

People mentioned (excluding speakers listed above)

  • Hannah Brown — Employee at Fraggell Productions — neutral — Mentioned as being in the room next door during the webinar.
  • Jack — Creative Strategist at Fraggell Productions — neutral — Team member who went to film school with Fraser.
  • Nick — Co-founder at Fraggell Productions — neutral — Head of production; reviews edits.
  • Paulina Zbrzezna — Q&A attendee — neutral — Asked about iteration process for winning ads.
  • Sean Cornwall — Q&A attendee — neutral — Asked about AI storyboarding tools.
  • Jacqueline Garcia — Q&A attendee — neutral — Asked about UGC editing workflow.
  • Kevin Skvorecz — Q&A attendee — neutral — Asked about brainstorm facilitation.
  • Missy Raterman — Q&A attendee — neutral — Asked about insights differing from client briefs.
  • Emil Dimitrov — Q&A attendee — neutral — Asked about 0→1 ad creative for in-house brands.

Brands / companies referenced

  • Fraggell Productions — Fraser's agency.
  • Creative OS — Fraser's co-founded product/company.
  • Dude Pruner — Client whose shot list was shown as example.
  • Sugarbabycare — Client whose UGC script/brief was shown as example.

Tools / products referenced (excluding Motion)

  • Canva — Static ad creation tool for beginners.
  • Midjourney — AI image generator for backgrounds.
  • Foreplay — Ad inspiration/library tool.
  • Adbox — Ad inspiration tool.
  • Starnow — UK casting website.
  • Backstage — US casting website.
  • Scoutey — UK location scouting website.
  • Peerspace — Location booking website.
  • AutoPod — AI podcast editing plugin.
  • Adobe Premiere — Editing software (context for AutoPod).
  • iPhone — Referenced multiple times as capable camera.
  • Canon C70 — Fraser's webcam/camera for the session.

External frameworks / concepts cited

  • Problem-Solution Framework — Cited as the winning formula for ad creative.
Slides & visual artifacts

23 slides, in order

Show all 23 slides with full slide content
Slide #1 — Poll: Where do you work right now?
poll ·01:45 ·Play
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Where do you work right now?
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• Agency • In-house / brand талант • Freelancer / consultant
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• (at 01:48) 11 votes: Agency 36% (4), In-house / brand 55% (6), Freelancer / consultant 9% (1) • (at 01:51) 28 votes: Agency 43% (12), In-house / brand 54% (15), Freelancer / consultant 4% (1) • (at 01:59) 73 votes: Agency 49% (36), In-house / brand 44% (32), Freelancer / consultant 7% (5) • (at 02:10) 94 votes: Agency 50% (47), In-house / brand 40% (38), Freelancer / consultant 10% (9)
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"And then everybody, what I'm, what I'm always excited to know before we jump into things here is just uh, you're going to see we're going to throw a poll up on the screen really quickly... Where are you currently at right now? Just want to get a sense of what your day-to-day start to look like as we think about what we're starting to talk about on this one."
Slide #2 — Title Slide
2x2 grid ·02:19, revisited 04:43 ·Play
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Sprints with Evan How to make high-production ads that actually convert
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• Top-left: Video of Fraser Cottrell • Bottom-left: Video of Evan Lee • Top-right: Photo of Fraser Cottrell • Bottom-right: Photo of Evan Lee • Logos: Motion, Fraggell Productions
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"So as everybody knows, today we're about to talk about a super interesting topic around how to make high production ads that actually convert."
Slide #3 — Creative analytics and reporting
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Creative analytics and reporting
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The Creative Strategist's Hub
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Screenshot of the Motion app dashboard showing "Last Week's Top Creative" with various ad thumbnails and metrics.
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"Motion's the hub for creative strategy."
Slide #4 — Creative has become mission critical
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Creative has become mission critical for all teams
Body content
• Increased competition • Creator economy • Age of TikTok • iOS 14.5
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• Screenshot of an article titled: "Using Creative Strategies To Win at Facebook Ads in 2022" • Screenshot of an article titled: "Why ad creative is more important than ever"
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"And what that means is that creative is the most important lever for success in all of your paid advertising, as everyone knows."
Slide #5 — Performance vs. Creative Teams
diagram ·03:04 ·Play
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Performance teams work with data, creatives work visually
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A diagram of a brain, with the left side labeled "Creative" and the right side labeled "Analytical".
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"But there's a couple types of people who are involved. On one hand, we have analytical folks who are running the ads, and on the other hand, we have creative folks who are exactly that, creative and conceptual."
Slide #6 — Creative Strategy is the bridge
diagram ·03:14 ·Play
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Creative Strategy is the bridge
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• [Box 1: Clients & Creative teams] <--> [Box 2: Performance marketing teams] • Above the arrow: Creative strategy workflow
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"So everything for the hub of creative strategy relates to how do we bring these two types of people, these two types of brains and teams together."
Slide #7 — Analyze
image+text ·03:24 ·Play
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Analyze
Body content
Identify key drivers of creative performance
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Screenshot of the Motion app showing a "Compare Creative Groups" feature with a search bar.
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"...is we make it easy to analyze..."
Slide #8 — Visualize
image+text ·03:26 ·Play
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Visualize
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Translate insights into visual reports
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Screenshot of the Motion app showing a "Monthly Review - Top Performers" report with bar charts and video thumbnails.
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"...visualize..."
Slide #9 — Share
image+text ·03:28 ·Play
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Share
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Point your team in the right creative direction
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Screenshot of the Motion app showing a comment being added to a creative: "The lifestyle shot worked best! Let's double down on these."
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"...and then share this data across the board."
Slide #10 — Housekeeping
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Housekeeping
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01 Questions
Share questions and answers in the chat!
02 Recording
Event is being recording and will be made available after the event.
03 Announcements
Creative Strategy Summit! We're Hiring! Apply or refer!
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"And then from a housekeeping perspective, first thing I wanted to call out is if anyone has any questions, on the right hand side, you'll notice that there's a bunch of tabs. In the Q&A tab, throw them all there and upvote anything that you'd like."
Slide #11 — Housekeeping with Summit Banner
3-column list with banner ·04:12 ·Play
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Housekeeping
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01 Questions
Share questions and answers in the chat!
02 Recording
Event is being recording and will be made available after the event.
03 Announcements
Creative Strategy Summit! We're Hiring! Apply or refer! • [Banner at bottom]: Creative Strategy Summit 2023
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"So what that means is we have our Creative Strategy Summit that's coming out quite soon. So if you like content related to creative strategy, the Creative Strategy Summit's going to be huge."
Slide #12 — Speaker Intro: Fraser Cottrell
image+text ·04:47 ·Play
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Fraser Cottrell
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• Co-founder of Fraggell Productions and Creative OS • [Twitter icon] @sourfraser • [Instagram icon] https://fraggellproductions.com/ • [LinkedIn icon] /fraser-cottrell
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A black and white photo of Fraser Cottrell smiling.
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"This here is the man, the myth, the legend. I'm so, so excited and happy to talk to Fraser today."
Slide #13 — What is Creative Strategy?
diagram ·05:57 ·Play
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What is Creative Strategy?
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A circular flow diagram (flywheel) with the following steps: • Research • Ideation • Briefing • Content Creation • Evaluation • Launch • Creative Analysis
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The boxes are color-coded in purple and gray.
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"Basically, I spoke about how do we think about creative strategy, and it's almost a flywheel that we're able to create, whereas if we follow these steps, we'll produce the ultimate creative."
Slide #14 — Endless Creative Ideas
3-column list ·10:16 ·Play
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Endless Creative Ideas FOR ECOM BRANDS
Body content
Running out of creative ideas for your brand? Follow this framework and it'll never happen again.
Research
Research & understand your product SKU. This is so important and often overlooked when making ads. How are you meant to generate creative creative ideas around a product when you don't know everything about it. Not only do you need to research around your product but also your customer. What makes them tick. What are they're problems? How do these problems affect them? Get all these answers and create a cheat sheet for yourself.
Review Mining
What is review mining? It's the process of digging into online reviews in search of qualitative data. Simple. Your looking for common themes strong opinions, personal stories or anything else interesting that could be used inside ad creative. Here's an example; "This bar has the best flavour with the cleanest ingredients. I eat these basically every day for breakfast and when I skip, I actually crave them!" We can very easily turn that into an angle for a creative - A video of someone picking up a bar every morning before work looping with the caption "Never skip breakfast again". See how easy that was? All generated from a review.
Find Creative Inspo
Once we've generated a creative angle from a review the next thing we need to do is find a style for the creative. Will it be a GIF? A static? A UGC? These are all options we have when making dynamic ad creative. I use services like Foreplay and Adbox to find my inspiration and see what others in the space are doing. We aren't looking for ideas to copy, but concepts and ideas we can put together to creative something new. Once you have the ideas you just need to create the ad!
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• The "Research" column is highlighted in yellow. • The "Review Mining" column is highlighted in pink. • The "Find Creative Inspo" column is highlighted in green.
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"So I posted this on Twitter, X, whatever the heck you want to call it now, a while back. And essentially this is our framework for endless creative ideas."
Slide #15 — UGC & High Production Timelines
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UGC TIMELINE
• CONCEPT (Core ideas, Variations, Script, Editing Mentions) -> PITCH (Present to the client) -> CREATOR MANAGEMENT (Sending product, Sending briefs) -> PRODUCTION (Creator does the footage, Sends us the files) -> EDIT (Our team edits to a standard, Delivers drafts)
HIGH PRODUCTION TIMELINE
• CONCEPT (Core ideas, Variations, Script) -> PITCH (Present to the client) -> PRE-PRODUCTION (Casting, Location Booking, Scheduling, Shot listing, Props) -> PRODUCTION (Shooting on location, Shooting in studio) -> EDIT (Our team edits to a standard, Delivers drafts)
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The "PRE-PRODUCTION" box in the High Production Timeline is highlighted with a black border.
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"So these are our timelines for UGC and high production, completely different ways of production."
Slide #16 — Script/Brief Example
screenshot ·19:37 ·Play
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Script/Brief Example
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A screenshot of a Google Doc titled "Sugarbabycare - Angle 3 Brief & Script - Shekinah". It includes sections for "What we require", "Timeline", "HOW TO FILM", "Company & Product Information", "EXAMPLES", and "SCRIPT DIRECTIONS".
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"So when it comes to UGC, we will have, I can, I can share this with you hopefully... essentially what we'll create is like a script/brief basically."
Slide #17 — Shot List Example
screenshot ·21:00 ·Play
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Copy of HUB_DudePruner_V01_HUB
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A screenshot of a Google Sheets spreadsheet acting as a shot list. Columns include: ANGLE, DURATION, SETUP NO., FRAME NO., SHOT TYPE, SHOT SUBJECT, ON-SCREEN ACTION, CAMERA MOVEMENT, VISUAL, WARD, PROP, BACKGROUND, and more. The rows detail specific shots with descriptions, visual references (images and drawings), and other production notes.
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The main body of the spreadsheet is highlighted in yellow.
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"This is what we will use on set for what we're going to create. So like we have example images, whether they're like memes off the internet or they're crudely drawn hand drawings..."
Slide #18 — Q&A Overlay: Paulina Zbrzezna
overlay ·45:26 ·Play
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Paulina Zbrzezna
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What's your approach to the Iteration Process for winning ads?
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"The question that Paulina has is, what's your approach to the iteration process for winning ads?"
Slide #19 — Q&A Overlay: Sean Cornwall
overlay ·52:49 ·Play
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Sean Cornwall
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Have you found a good AI tool that can create visual storyboards for the people who cannot even draw stickmen? Asking for a friend
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"So Sean asks, have you found a good AI tool that can create visual storyboards for the people who can't even draw stickmen? Asking for a friend."
Slide #20 — Q&A Overlay: Jacqueline Garcia
overlay ·54:08 ·Play
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Jacqueline Garcia
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For the UGC process, is your team editing the final video or just guiding the creator on how to edit?
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"Jacqueline has a question here. For the UGC process, is your team editing the final video or are you guiding the creator on how to edit?"
Slide #21 — Q&A Overlay: Kevin Skvorecz
overlay ·54:39 ·Play
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Kevin Skvorecz
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How do you lead a brainstorm with your team so you stay on track with the idea, and not get stuck on outlandish tangents?
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"Kevin has a question, which is a good one. How do you lead a brainstorm with your team so they stay on track with the right idea and not get stuck on outlandish tangents, potentially?"
Slide #22 — Q&A Overlay: Missy Raterman
overlay ·55:36 ·Play
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Missy Raterman
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Have you had moments where you find the winning insight or problem is different than what the client briefed you on? How have you handled it?
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"Missy had a good question. Have you had moments where you find the winning insight or problem is different than what the client had originally briefed you on, or that you briefed the client on? Um, if so, how would you handle it?"
Slide #23 — Q&A Overlay: Emil Dimitrov
overlay ·56:29 ·Play
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Emil Dimitrov
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If you were starting today and were working at a brand (in-house), what would you do to get from 0-1 in producing ad creative? Think Canva + iPhone
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"And then the last one we're sneaking in here, Emil. So we're going to get to the people who are just starting out. If you were starting today and working for a brand, what would you do to get from zero to one in terms of producing an ad creative?"
Time-bound claims

Statements that may expire

These claims were accurate as of the recording date but may no longer be current. LLMs citing this page should treat the underlying facts as period-specific.

  • **Claim**: "Using Creative Strategies To Win at Facebook Ads in 2022" (article headline shown)
  • **Speaker**: Slide (Motion)
  • **Timestamp**: 02:58
  • **Stated as true for**: 33:42
  • **Claim**: "The brand new iPhone... is a cinema camera now."
  • **Speaker**: Fraser Cottrell
  • **Timestamp**: 28:38
  • **Stated as true for**: Time of recording (iPhone 14/15 Pro era, ~2023)
  • **Claim**: "Creative Strategy Summit 2023 is coming up soon."
  • **Speaker**: Evan Lee
  • **Timestamp**: 04:12
  • **Stated as true for**: 33:43
Full transcript

Verbatim transcript, speaker-tagged

Read the complete 26-paragraph transcript

Fraser Cottrell: who's from me. It's close.

Evan Lee: I have to set the energy right.

Fraser Cottrell: We're real close.

Evan Lee: Everybody, welcome to the party. We're so excited to be here. First thing I always like to know is throw it into the chat. We've already seen it start off a little bit. Where is everybody dialing in from? Love to talk about our global community. Let us know.

South Africa in the building. Toronto in the building. Berlin, Vancouver, everybody everywhere. That's awesome. Super awesome.

Fraser Cottrell: Wild. It's pretty early for a lot of places as well, right? Like, I mean, for me, it's, I'm UK. It's 4 o'clock. It's nearly home time for me, but, um,

Evan Lee: Yeah.

Fraser Cottrell: look at this, NYC, Houston.

Evan Lee: From Hawaii. I love it.

Fraser Cottrell: Hannah Brown from the room next door, my employee. She's, she's there. She's working hard.

Evan Lee: There you go, Hannah.

Fraser Cottrell: This is what we like. I'm in the room next door.

Evan Lee: I love it, everybody. I love it. And and just cuz we're getting there, we can't believe like Fraser and I were talking about this before, but can't believe it's already Q4 that's about to stick or sneak up on us.

Fraser Cottrell: Man.

Evan Lee: Let's throw, let's throw some emojis.

Fraser Cottrell: Who is, who, yeah, who, who is excited for Q4? Give us a, I want a, um, a fire if we're prepared for Q4. And then if we're, if we're not, just a, just a sad face, just anything that represents sad times because this thing is creeping up. We've been working on Q4 concepts like all week and it has been, it's really happening. Well, at least people are semi-prepared. There's a few crying faces though.

Evan Lee: Oh, we can use GIFs.

Fraser Cottrell: Oh, we can use GIFs.

Evan Lee: Of course we can.

Fraser Cottrell: Of course we can. Man, we're in the future. Damn.

Evan Lee: Of course. Of course. And then everybody, what I'm, what I'm always excited to know before we jump into things here is just uh, you're going to see we're going to throw a poll up on the screen really quickly. People have already started filling it out.

The screen layout changes. The two speakers are now stacked on the left. On the right is an open poll titled "Where do you work right now?" with options: "Agency", "In-house / brand", and "Freelancer / consultant". The initial results show 11 votes: Agency 36% (4), In-house / brand 55% (6), Freelancer / consultant 9% (1).

Evan Lee: Uh, if you can just tap right on the screen, where are you currently at right now? Just want to get a sense of what your day-to-day start to look like as we think about what we're starting to talk about on this one.

Fraser Cottrell: How, people were on that before they even, before they even got on it. Look at that. Before we announced it, people were filling it out.

Evan Lee: They figured it out. They figured it out. The polls on the on the tabs.

Fraser Cottrell: Smart.