Brief — Skincare: The Routine, Taught Backwards (Video)

Pure teaching as the ad: a long-form educational brief for a skincare brand's trust video. A credible presenter gives a 3-part "stop doing this in the wrong order" rundown about skincare routines. No product pitch and no link push — the brand is the teacher, and trust is the conversion mechanism; only a soft brand frame opens and closes it. Hooks: "Stop putting vitamin C over moisturiser." / "Your serum isn't broken. Your order is." / "3 order mistakes that waste your most expensive product." Script (60–90s): credibility line, then the three mistakes — each with the error, why it wastes money and product, and the fix; one fix naturally features the brand's product category without becoming a pitch. It closes by pointing to a full routine guide on the

brand's page, building the audience. Format: 9:16, chapters via on-screen text, full captions, founder/educator or a contracted expert whose credentials check out. Every teaching claim must be defensible — in a trust format one wrong "fact" kills the asset — and no medical claims. Iteration: a series by design, one rundown per week with comments mining the next topics, judged on saves, shares, follows and retargeting-pool growth rather than day-3 ROAS.

Spec brief — created as a portfolio sample, modelled on proven scaling ads. Not client work.