Find the actual goal.
We start with your audience, the message they need to understand, the action you want them to take and the assets you can use. We agree the scope, fee and timing before production.
How we work
A clear brief.
A considered ad.
Start with the business outcome. Shape one useful message. Build the creative around it.
Hook & Form, by Principia Labs, takes a focused project from concept and script to finished vertical ad files.
The process
Decisions before
production.
A clear next step at each stage.
Approve the idea.
Review one creative direction, a 20–30 second script and a simple storyboard. Confirm the business facts and approve the message before animation begins.
Review the actual ad.
Review the motion, voice and music treatment, readability and timing. Two consolidated feedback rounds lead to the agreed exports and a usable handoff.
The single-message ad package
One story.
A useful delivery.
A focused scope for a first project, using approved brand and business assets.
What’s included
- 01Concept, script and storyboard
One creative direction and a 20–30 second script, with a storyboard for approval.
- 02A vertical motion graphics ad
A 9:16 ad with a defined voice and music treatment.
- 03Two opening hooks
Two openings for the same core ad, each delivered captioned and clean: four MP4 files, plus caption files.
- 04Review and handoff
Two consolidated feedback rounds, an asset/rights record and a simple hook-comparison plan.
Fee and timing follow the brief. Asset permissions and AI policy are agreed before production. Filming, media buying and campaign management are outside this package. Campaign performance is not guaranteed.
Before we start
Bring the facts.
We’ll shape the story.
What to bring
Your product, service or brand; the audience; one substantiated message; the action viewers should take; and approved brand and business visuals.
How to start
Send a short project inquiry. We’ll review the context and reply by email about a useful next step. There is no fixed price or turnaround published; both are scoped for the project.
Read the project questions and answers ↗Start with the message
What are you
trying to achieve?
Tell us about your business, your audience and what’s getting in the way.
A few sentences are enough to start a useful conversation.
Start a project inquiryOpens a Google Form in a new tab. We’ll review your inquiry and reply by email. This does not book a call.