An ad creative brief for a job-site shoot that keeps the crew working.

Job: [job type] in [neighborhood / city]
Shoot date and time: [ ]    Best light: [morning / late afternoon]
Job stage on shoot day: [tear-out / mid-build / final walkthrough]
On camera: [owner / foreman / crew names]
Site contact: [name, phone]
Who is filming: [ ]

Job type it sells: [ ]
Service area it runs in: [ ]
Who it’s for: [homeowner description, project trigger]
The one thing they should remember: [ ]
What they do after watching: [book an estimate / see a price range]
Where it runs: [Facebook and Instagram feed / Reels / Stories / YouTube]
Page it sends people to: [URL]

Settle this before anyone brings a camera on site.

☐ Homeowner agreed in writing to filming at their property
☐ Agreed which rooms or areas are off limits: [ ]
☐ If the homeowner appears on camera: signed release
☐ No house numbers, street signs, license plates, or family photos in frame
☐ Offered the homeowner a copy of the finished video

Homeowners notice a messy or careless site. The footage is also a record of how you work.

☐ Crew wearing the protective gear your own safety rules call for
☐ Ladders, fall protection, and tools used the way you’d want an inspector to see
☐ Nobody rushes or skips a step for the shot
☐ Work area cleaned up before the wide shots
☐ Filming stays out of the way of active work

☐ Wide shot of the house or yard (address hidden)
☐ Before: the problem up close [rot / old finish / failing equipment / cracked slab]
☐ Crew at work: 3–5 short clips of hands, tools, and materials going in
☐ Detail shots of the craftsmanship: [seams / cuts / flashing / trim / finishes]
☐ Owner or foreman to camera: 2–3 takes of the talking points
☐ Finished result from the same angles as the before shots
☐ Slow walkthrough of the finished space
☐ Vertical and horizontal versions of the key shots

Example lines we wrote. Say them in your own words; reading a script word for word shows on camera.

- Who you are: “I’m [name] with [company]. We do [job type] across [area].”
- What they’re looking at: “This is [what’s happening] on a [job type] in [town].”
- One thing you do on every job: [how you protect the home / how you handle cleanup / how you explain the scope]
- What the estimate is like: “We come out, measure, and you leave with [what they get].”
- Next step: “Tap below to [book a time / see a price range].”

Film several. You won’t know which one works until it runs.

- No talking for the first second: the worst part of the before shot, with on-screen text naming the problem and the town
- Owner at the problem spot: “Here’s the part of a [job type] you never see once it’s finished.”
- Same camera spot, hard cut from before to after
- Foreman answering a question homeowners ask a lot: “People ask me [question]. Here’s the straight answer.”
- Crew mid-task, owner walks into frame and starts talking

☐ Clip-on mic for whoever speaks
☐ Loud tools off during talking takes
☐ 30 seconds of quiet room sound recorded for editing
☐ Vertical (9:16) for Reels and Stories, horizontal where it’s needed
☐ Tripod or gimbal for talking takes
☐ Captions planned for viewers watching with sound off

Cuts: [15 sec] · [30 sec] · [60 sec]
Hook versions per cut: [ ]
Captions burned in: Yes / No
Longer cut for the landing page: [length]
Still frames for image ads: [ ]
Due date: [ ]    Final approval: [name]

☐ Owner approved every claim and every line of on-screen text
☐ Homeowner approved if their home is recognizable
☐ No prices on screen unless the owner signed off on them
☐ Nothing identifies the address
☐ The video, the ad text, and the landing page make the same offer