For Lauren & Kay · Zerorez Marketing Director

How I'd produce a project
at Zerorez.

And how I'd increase creative output without growing the budget.

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

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

Most cleaners use soap. Soap leaves residue. Residue is a magnet for dirt, so it's dirty again right after she pays.
Zerorez leaves zero residue. Nothing left behind, so the clean actually stays clean, and the Stays-Clean Guarantee backs it.

Who we're talking to

The Happy Valley Pet Mom

30–45, Utah County, married, 2–4 kids and a dog
Runs the home; wants it clean, healthy, and safe for kids and pets
Drives I-15 daily, sees the billboards
Humor: Studio C, Harmon Brothers, wholesome and absurd
Recoils from crude or mean. It has to be clean enough to show her mom
Shares what's funny + relatable + clean

Her one objection: "prove it'll actually stay clean this time."

Read the full CEP Report →

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.

Level	Funnel	The story → the asset
Unaware	TOFU	"The soap was the dirt" as pure entertainment → billboard + foam static
Problem-Aware	TOFU	"You're not crazy, here's why" → hero TOFU cut
Solution-Aware	MOFU	The mechanism + proof (foam, tank, 6-weeks) → hero / VSL
Product-Aware	MOFU→BOFU	Safe, stays clean, guaranteed → landing page + retarget
Most-Aware	BOFU	The offer, book now → BOFU cut + email

Read the full Messaging & Awareness Map →

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, so nothing is a scramble.

Black Friday's offer is locked by Q2, not invented in November.

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

Read the full Campaign Brief →

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): 45–60s in all three ratios, 1920x1080 / 1080x1920 / 1080x1080. 3 files.
TOFU cut: 6s + 15s, 1080x1920 + 1080x1080. 4 files.
BOFU cut: 15s + 30s, all three ratios. 6 files.
Hook variants: 4 front-swapped cuts, one per situation, so the winner is earned in testing. 4 files.
17 finished video files from one shoot day, plus a location scout and a locked shoot schedule.

Read the full Video Creative Brief → · Pre-Production: shot list, location, schedule →

Creative brief: the graphic design team

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

Look locked with a mood board before anyone designs, so the first file is already on-brand.
Billboard (3 sizes) · social statics (4 concepts x 2 ratios = 8) · franchisee template · landing visuals.
Animated GIFs: the foam test that plays in the inbox where video won't autoplay. Most teams forget GIFs. They convert.
20 graphic files from one concept, every one a reframe of the same idea.

Read the full Design Creative Brief (with mood board) →

How output goes up without the budget going up

One one-day shoot plus the locked copy becomes 40 ready-to-ship deliverables, cut to every ratio and placement.
17 video + 20 graphics + 3 emails & GIFs = 40, from a single shoot day.
The multiplier is one concept, many cuts, every market. The designer and editor never start from zero, so output climbs while the budget holds.
The 14 corporate offices test → winners roll to franchise owners as editable templates.
Where I save the team real time: I script the repetitive video end-cards and CTA endings in DaVinci Resolve or After Effects, instead of hand-editing the end of dozens of cuts. About 2.5 days saved per edit cycle. (Offer cards themselves are the designer's job.)
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.

Preparedness Index for the You're Not Crazy campaign

The proof: example creative

One creative, one hook per situation. Survey-tested against the Pet Mom.

Example Meta ads, one per customer situation

Plus the "You're Not Crazy" VSL, 3 Google ads, the landing page, and the email sequence.

Full write-ups: Meta ads · Google ads · VSL · Landing page · Email sequence

The other gear: when you want the internet to notice

Everything before this slide is the disciplined work that converts a mom in American Fork. This is the stunt that gets you a Liquid Death repost. Same brain, different gear.

MURDER YOUR DIRT: a Zerorez technician cleaning carpet, on an I-15 Wasatch billboard

DEATH TO SOAP: the Liquid Death reaper cleaning carpet, on an I-15 Wasatch billboard

Liquid Death took the junk out of drinks. Zerorez took the junk, the soap and the residue, out of cleaning. Same playbook, different enemy. Zerorez is roughly $165M of a fragmented $6B US carpet-cleaning market, under 3%. That is exactly the mid-size premium player a stunt like this was built to blow up. Pull it out, get a laugh, move on. The point is the range: I can run the wholesome campaign that pays the bills and the one that gets you talked about.

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.

Sources & research

This wasn't guessed. The strategy is built on Zerorez's own winning creative, real customer language, and the category.

Zerorez & the winning creative

Why "the soap was the dirt"

Customer language (CEP mining)

Category & channel

Competitors: Chem-Dry · Oxifresh · COIT
Carpet-cleaning marketing benchmarks · TikTok for carpet cleaners

Stock photography via Openverse (Creative Commons). Full per-asset citations live inside each linked document.

Craft that converts

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

Let's build it.