Creative Production SOP

End-to-end workflow for producing ad creatives at Local Leap Media. Documented from Sean's training sessions with Hanif (Apr 2-7, 2026).

TIP

Shareable PDF version: raw/assets/Creative Production SOP — Local Leap Media.pdf — styled 7-page document for team distribution. Regenerate with python3 scripts/generate_sop_pdf.py.

1. Identify Creative Need

• Check client data sheets — cost per shown appointment under $100 is the north star metric
• When appointment data isn't available yet (new creative, short timeframe), use CPL as a proxy — but CPL alone is misleading ($10 CPL with 10% booking is worse than $90 CPL with 100% booking)
• Sean's AI data analysis prompt: copy into Gemini, upload CSV from imported tab of client sheet, specify starting row (date-based)
• Output: what's working, what's not, suggestions for creative direction
• Tasneem also analyzes and translates data for the team
• Prioritize struggling accounts (red flags in data = top of creative queue)

2. Source Footage (3 Tiers)

Tier 1: Client footage (preferred) - Check client's Google Drive folder first - Look for branded footage (logos on shirts, trucks, etc.) - Best: installation timelapses, before/after shots

Tier 2: TikTok/YouTube stock - Search keywords: [niche] install, [niche] timelapse, [niche] installation - Avoid: text overlays, commercial footage, recognizable viral clips in overlapping markets - HVAC: residential ONLY (no rooftop units, no hard hats, no multiple systems) - HVAC seasonal: AC/outdoor condenser for summer, furnace for winter. Good furnace footage is rare. - HVAC: outdoor shots preferred (greenery, natural light)

WARNING

NJ footage incident: A TikTok viral clip was used in an ad, and a NJ client's competitor recognized themselves in it. Avoid recognizable viral footage in overlapping markets. Especially clips with visible logos/watermarks from that folder.

Tier 3: AI-generated - AI actors/talking heads (Sathi can produce these without expensive software) - AI voiceover via ElevenLabs

3. Write Script

Gemini transcription workflow: 1. Download reference/competitor video 2. Drop into Google Gemini for transcription 3. Get base script, then rewrite/customize 4. Use Gemini Deep Research for new angles, then DeepThink for script development

For research: - Use Foreplay to find competitor ads (sort by impressions to find likely winners) - Facebook Ad Library for live competitor ads - 30+ days running = likely performing - Be skeptical of advertisers with many ads — most may be $1/day decoys

Script types by video style: - Lean Mean Machine: Evergreen voiceover script + timelapse B-roll - David vs Goliath: AI person speaking to camera (owner or homeowner perspective) - Showcase Offer: Justification + eligibility + vague offer + CTA

4. Create Editor Brief

Create a Google Doc (NOT WhatsApp — prevents lost links) with:

• Company name (spell correctly)
• Company logo
• Date needed
• Hooks (if multiple for A/B testing — clearly labeled)
• Full script
• Style notes — link to reference video example
• Footage links — Google Drive folder or specific clips
• Client-specific footage — flag if required vs. optional

Multi-video orders: Clearly separate each video: "Video 1: [all info]. Video 2: [all info]."

Priority note: Always flag if the client is struggling — editor should prioritize.

5. Submit to Sathi

• Send via WhatsApp group (Sean + Hanif + Sathi)
• Update Sean in Discord BEFORE or UPON submitting
• Include everything Sathi needs — he won't go out of his way to find missing pieces
• Know CapCut limitations: AI-generated captions are not manually controllable (color, font, etc.)

6. Review & Iterate

• Tasneem may give notes (caption colors, minor tweaks)
• Know editor limitations before giving feedback (e.g., don't ask to change AI caption colors)
• Final review by Sean for first few weeks

7. Track Results

• Check performance of new creatives after launch
• Note: same creative can perform very differently in different markets
• Track which styles/hooks work per niche to guide future production
• If an angle didn't work in one market, don't rule it out forever — but be mindful

Static Ad Production (Separate Workflow)

1. Use Sean's custom "ugly ads" generator tool
2. Input: price hook, financing terms, or offer text
3. Test levers: starting price, price anchors, AC vs. furnace vs. full HVAC, financing
4. Export as PNG
5. No company name/logo needed (hurts performance)
6. White background is the proven winner — never waste time on polished photo statics

All-Client Media Library (Formalized Apr 7, 2026)

The creative → media buyer handoff workflow:

1. Hanif drops new videos/statics into the all-client media library (Google Drive)
2. Each client folder has three sub-folders: - Winners — creatives Tasneem tested that performed - Losers — creatives Tasneem tested that did NOT perform - Ad Copy Scripts — headline/preview text recommendations from Hanif
3. Tasneem has full discretion on when to deploy new creatives
4. After testing, Tasneem sorts creatives into winners/losers
5. Proactive pipeline: Hanif builds content BEFORE accounts need it

When an account needs urgent creative: 1. Tasneem identifies it from data (declining performance, ad fatigue) 2. Tasneem briefs Hanif in group chat: what's worked, what's failed, market context 3. Hanif does competitor research and produces new content 4. Hanif alerts team in group chat when ready (tags everyone) 5. Tasneem deploys at her discretion

Source: Creative Producer Training 3 — Apr 7, 2026

Folder Organization

• Naming convention: [NICHE_INITIALS]_[CompanyName]_[State]
• Niche initials from client sheet (HVAC, Windows, Countertop)
• Same client with "2.0" suffix = same entity, one folder
• White-label/franchise clients in different markets = separate folders
• If client sheet shows "off" = not running ads, deprioritize
• Organize stock footage with descriptive filenames (e.g., "furnace_install_timelapse", "ac_condenser_outdoor")

Tools