Spruce.eco, a SaaS app helping property owners manage and maintain their homes, including a new LiDAR-powered feature for detailed property scanning.

Spruce came to me with two source videos and a clear brief: build a full paid social creative set ready to test and scale. One video showcased their new LiDAR feature. The other was a customer testimonial. My job was to turn both into a complete ad system, not just cuts, but strategically structured creative built to stop the scroll and captivate their ideal audience.

Spruce wanted to:

Launch their new LiDAR feature with ad creative that explained the value clearly and compellingly

Repurpose an existing customer testimonial into trust-building paid content

Build enough creative variations to A/B test hooks, formats, and music simultaneously

Deliver everything ready to go. No extra production steps needed

LiDAR is a technical feature. The kind that's genuinely impressive once you understand it but easy to lose people on before they get there and given their target audience we needed to show the feature without sounding a knowing all. The hook had to land for someone who'd actually use the app, not just look slick.

The testimonial had its own challenge: it needed to feel real. Not over-produced, not salesy. The edit had to preserve the authenticity of what the customer said while giving it enough structure to perform as a paid asset. The raw footage was a 1+ hour video full of information and real moments, but what would performed best was the real question.

Both required actually learning the product and the target market not just cutting the footage.

As their video editor, I handled the full creative build from two source videos:

🎞️ Structural editing: hooks, pacing, retention across all variations

🔍 Market research + content strategy: for the testimonial, I reviewed the footage and selected the specific moments most likely to resonate with Spruce's target audience, based on research into what actually moves their market

🎬 Pre-production advisory: for the LiDAR video, I provided filming direction before they shot, so the footage arrived ready to perform as an ad, not just as a product demo

🎨 Motion graphics + animation: custom on-screen graphics and animations to highlight key numbers, reinforce product benefits, and keep retention through the full video

🎯 3 hook variations per video: each with a different angle and opening

🎨 2 graphic treatments per hook: distinct visual approaches to test

🎵 3 music versions per treatment: to find what lands with the audience

📱 Full multi-format delivery: 4:5, 9:16, and 1:1 for every asset

Tools used: Descript, Canva

✅ Ads performed well across the campaign, the client confirmed they were happy with the results

🔁 Ongoing partnership, with a second phase of creative work on the pipeline

💬 Feedback confirmed the creative felt on-brand and aligned with their target market from the first delivery

"Alejandra really helped to take our video ads to the next level. She has a brilliant creative eye and a drive to learn about the target market that mean her outputs are always in-line with what you want. On the whole they've done pretty well and we are very happy with them." — Hector, Spruce.eco

If your SaaS product has a feature that needs explaining or a happy customer worth showcasing, I can turn that into a complete, test-ready ad creative set. No back-and-forth on formats, no half-built assets. Just a full pipeline, ready to run.

If you are ready to test this with Meta Andromeda or TikTok ads, let's talk!