A creator UGC testimonial for a magnesium sleep supplement. One real customer talks to camera like a friend and tells a before/after sleep story — naming the villain: the groggy-making melatonin gummies she used before. The product is the resolution, not the hero of frame 1. Hooks to shoot (first 3 seconds, spoken + on-screen text): "I quit melatonin gummies. Here's what I take instead." / "Waking up groggy isn't sleep. It's a hangover from your gummy." / "Day 12 of sleeping through the night — I had to tell someone." Script (30–40s): the before story (restless nights, 3am waking), the switch (magnesium-based, no melatonin, one drink or capsule before bed), the after in her own words with no miracle language, then a soft offer. Format:
9:16, burned-in captions, talking head with bedside-ritual b-roll, woman 35–55 with real-customer energy. Sleep claims must match the label and the brand's substantiation; a testimonial is a real customer or a clearly scripted creator read. Iteration: shoot all 3 hooks in one session and test as separate ads — if the "groggy" hook wins, build the next brief entirely on that angle.
Spec brief — created as a portfolio sample, modelled on proven scaling ads. Not client work.
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