Nobody asked me for this

I'd rather show you how I'd run creative at Zerorez than talk about it. So I ran my actual process on your business.

• The research — how your customers really describe the problem
• The strategy — one idea, mapped to the whole funnel
• The briefs I'd hand each team
• A sample of the creative that comes back

The point is the system. The example copy is just proof the system produces real work.

The one idea everything runs on

THE SOAP WAS THE DIRT

• Most cleaners use soap. Soap leaves residue.
• Residue is a magnet for dirt — so the carpet gets dirty again right after she pays to clean it.
• Zerorez leaves zero residue. Nothing left behind, so the clean actually stays clean.

• Position: the only clean that stays clean
• Tagline: we clean up after your carpet cleaner
• Guarantee: the Stays-Clean Guarantee — re-clean free if it doesn't stay clean

Who we're talking to

Four ways she shows up

Same creative. The first three seconds flex to the situation.

• The Pet Mom — new puppy, accidents and odor. "It's not the puppy, it's the leftover soap."
• The New Mom — baby about to crawl. "Before the baby's on the floor, know what's left in it."
• The Host — guests coming, embarrassed. "Company's coming. Your carpet's hiding something."
• The Switcher — burned before, dirty again fast. "You're not crazy. Here's why it came back."

Strategy: meet her at every stage

The five levels of awareness, mapped to the funnel and the asset that does the job.

How I'd produce it

The same four documents every time, so the team learns the rhythm and every request looks identical.

• Campaign Brief → Creative Briefs → Pre-Production → Preparedness Index
• Everything set in stone and actionable. The less anyone has to guess, the more we ship.
• I plan the year, not the week — so "has anyone thought about Black Friday?" is already a yes.
• Buffer built into every schedule, so a slip never reaches you.

I plan the year, not the week

The whole year's offers and seasonal campaigns mapped by Q4. Same platform, seasonal hook.

• Jan — "New year, same dirty carpet? You're not crazy."
• Spring — "Spring cleaning doesn't matter if they leave the soap in."
• Move season — "Moving? Don't pay for the last tenant's soap."
• Back-to-school — "Clean slate. Minus the soap."
• Black Friday — year's-best offer, locked by Q2, not invented in November
• Holidays — "Give them a clean that actually stays clean."

The campaign brief: "You're Not Crazy"

• Concept: the cleaning is what made it dirty. She figured it out, everyone said she was crazy, she was right.
• Objective: one full-funnel package, ready to test at the 14 corporate offices and template to franchisees
• One shoot → hero, every funnel cut, 4 hook variants, billboard, social statics, franchisee template
• Two approval gates: script + offer pre-approved before a dollar is spent; finished cuts approved before they go live

Creative brief: the video team

A one-pager per deliverable. Copy's already written — the creative never starts from a blank page.

• Hero (MOFU master) — validate, reveal the soap, prove it stays, land the brand. 45–60s, three ratios.
• TOFU cut — stop the scroll, plant the doubt, feed the retargeting pool. 6s + 15s.
• BOFU cut — the guarantee, the offer, book now. 15s + 30s.
• 4 hook variants — one per situation, so the winner is earned in testing, not guessed.
• One recognizable character every franchise recasts with a local face, price, and phone.

Creative brief: the graphic design team

Brand, copy, and specs locked. The work starts from a clear target, not a blank page.

• Billboard — "THE SOAP WAS THE DIRT." A 3-second drive-by laugh she photographs and shares.
• Social statics — the foam test, before/after, the corkboard, the black-water tank.
• Franchisee template — locked brand, open local fields. Any office ships the winner without breaking the brand.
• Landing visuals — the foam clip, the residue explainer, the guarantee badge.

How output goes up without the budget going up

• One ~$4,800 one-day shoot produces roughly 40 assets
• One concept, many cuts, every market — the designer and editor never start from zero
• I vibe-code scripts that 30X delivery on the big campaigns — the ones with 80+ deliverables
• e.g. auto-generating CTA cards at every platform size with the same discount code, for cross-platform creative in minutes, not days
• The 14 corporate offices test → winners roll to franchise owners as editable templates
• More shots-on-goal, same headcount. That's the whole job.

Visibility: the Preparedness Index

• The idea, not an app — it runs in ClickUp or a spreadsheet. Every roadmap stage has a deadline and a sign-off gate. 100% = on track; anything that slips, I own it and recover by Friday. You glance at it and get back to your day.

The proof: example creative

Built from the strategy above. Full write-ups in the documents.

• The "You're Not Crazy" VSL — the corkboard, the foam reveal, the black-water tank, the room still clean six weeks later
• Winning hooks (survey-tested against the Pet Mom): "If your carpet gets dirty again right after you pay to clean it, you're not crazy."
• 3 Meta ads + 3 Google ads, one per situation, with variants to test
• Landing page + email sequence that ends on the recurring plan

How I work

• I'm not precious about my ideas. I'm interested in data, not opinions. If you don't like one of mine, just say so.
• This is a job, not my hobby. I make the stuff I like on the side, not on your dime.
• I run a tight, low-friction department, ship on time, and never make the work about myself.
• I know which parts I do my way, and which parts I do the Zerorez way.

The full documents

The complete write-ups behind this deck:

• CEP Report — how your customers describe the problem
• Messaging & Awareness map
• Campaign Brief + the annual calendar
• Creative Briefs — video & graphic design
• Example creative — Meta ads, Google ads, the VSL, landing page, email sequence

Links added when published.

Craft that converts

Beautiful work that performs,
proven at your 14 offices first.

Let's build it.

Adam Garceau · Adam@GrabYourAssets.com · 435-229-6563