Paid media collection: ten ads to test which hooks keep viewers watching

Tractian wanted to know which ad formats hold viewers best on paid channels. Instead of one rigid style, the goal was to test visual hooks, pacing and concepts inside the brand identity and see what works.

End-to-end ownership

I handled everything from script to final video and defined the visual direction of each ad myself, building each from scratch while keeping the brand recognizable.

Product UI, detailed and simple

Some variations show full, detailed product screens to test technical appeal. Others use a much simpler interface to see whether a cleaner look improves clarity at first glance.

A human hook

Some variations use real footage of maintenance technicians, to test story-driven hooks against purely feature-led layouts.

Motion density

I varied the pacing: fast, motion-heavy clips that grab attention early, and slower edits focused on delivering information.

The marketing team got ten distinct creative directions to run on paid channels and compare, from technical UI videos to human, story-led formats.