Content Creation
Scripts, concepts, and the thinking behind what gets posted. Built to interrupt a scroll rather than fill a calendar.
You keep the account. We supply the ideas.
Where a company already runs its own social media and shoots its own video, we work behind that team as the creative engine. Concepts, scripts, and direction through post-production, with your people keeping the camera and the calendar. If no strategy exists yet, we build one first and hand it to whoever executes.
The Content Playbook
Every script is measured against an internal standard before it reaches production. Six of those principles:
If the opening does not produce a “wait, what?” reaction, the video has already failed. Nothing enters production without clearing this.
Would the opening hold someone with no prior interest in the product? A hook that only works on people already sold is not a hook.
The opening plants a question the viewer can only answer by staying. Curiosity consistently outperforms information.
The payoff is never delivered at once. A small reveal every few seconds stops attention from leaking away.
Scripts are written in the Amharic-English blend people in Addis actually speak, so they read as a recommendation from a peer rather than a lecture from a brand.
Dynamic captions with key words highlighted, since most of the feed is watched with the sound off.
What we measure
Creativity without measurement is ego. Short-form work is held to retention benchmarks covering the first three seconds, total watch duration, and engagement rate. Every major campaign launches with more than one hook, so the winner is chosen by performance rather than by taste.
- 1
Write against the standard
The hook, the body, and the conversion layer each carry their own criteria. A script clears all of them before production begins.
- 2
Test multiple hooks
Identical body, identical call to action, different openings. The market decides which was right.
- 3
Read the retention curve
The point where viewers drop identifies which section failed: the opening, the middle, or the ask.
- 4
Iterate on the winner
The strongest opening becomes the template and gets pushed further the following round.
Want this for your brand?
Tell us the shape of it and we'll quote around your brief.