Podcast0:44
MigraineProblem‑aware
A podcast clip built around the symptom nobody talks about: the day after.
Direct‑response video editor who knows why ads sell.
Volume doesn't scale brands. Winning ads do.
Performance video for DTC brands that want a better ROAS. Every ad starts from your customer, your market and what's already winning, so your media buyer gets creative worth scaling.
- Ops side of a DTC brand at $2M+/month
- Based in Europe
- Benchmarking the best ads worldwide, every day
Work
Selected ads
11 ads · tap to play · sound on
Skeleton2:17
MigraineProblem‑aware
A 3D skeleton carries the pain story while a real face reacts below.
Expert VSL0:56
MigraineSolution‑aware
An expert in a white coat walks through the proof, one claim at a time.
Motion VSL2:18
MigraineUnaware
Animated levels, timers and gauges make an invisible pain visible.
Stand-up🇫🇷 FR0:27
Hair lossProblem‑aware
A stand-up bit turns hair-loss fear into a laugh, then a reason to listen.
Mashup2:00
MigraineUnaware
Brain visuals and lifestyle b-roll explain the mechanism before the product appears.
Podcast1:59
MigraineSolution‑aware
An authority podcast built on what everyone forgot to check.
UGC🇫🇷 FR0:34
Hair lossProduct‑aware
Real routines and testimonial cards stacked into one UGC story.
Expert VSL2:29
MigraineProblem‑aware
A doctor-style VSL that turns everyday triggers into a new explanation.
Talking objects🇫🇷 FR1:09
Hair lossSolution‑aware
Ingredients come to life and argue their case, one character per benefit.
3D animation🇫🇷 FR1:41
Hair lossProblem‑aware
A 3D animated story makes the problem visible, then shows the way out.
Seen enough?
Send me a brief
The playbook
Six blocks behind every ad I cut.
Every ad that sells stands on these six. When you're busy running a brand, they're easy to lose sight of. I make sure every edit is built on them.
Awareness
- Unaware
- Problem-aware
- Solution-aware
- Product-aware
- Most aware
Who is watching
Five levels, from unaware to most aware. The level sets the hook, the length and the moment the product appears.
Sophistication
What your market has heard
Most DTC markets sit at stages 3 to 5, where a bigger claim no longer lands. The ad needs a new reason to believe.
Desire
DesireBenefitProduct
What they really want
An ad can't create desire. It channels one your customer already has, so I start from the desire, then the product.
Avatar
- Pain
- Own words
- Objections
- Triggers
One real person
A specific pain, their own words, their objections. The avatar decides who speaks on screen and what they say.
Angles
Product
Save time
Look better
Feel safe
Belong
Many reasons to buy
One product, several angles. Each angle opens a new door into your audience and gets tested on its own.
The Big 3
- New mechanism
- New information
- New identity
How to stand out
When every claim is worn out, you win with a new mechanism, new information or a new identity. The edit makes it visible.
How I work
From brief to winner.
The same five steps on every brief, at any volume.
- 01
Know the brand
What you sell, who it's for, your avatar and the audience behind it.
- 02
Map the market
Direct and indirect competitors, what they promise, and how sophisticated your market is. Benchmarked daily on the best ads worldwide, not just your niche.
- 03
Write the angles and hooks
Angles and hook variants built from the playbook, before a single cut.
- 04
Edit for emotion
Pacing, pattern breaks, motion graphics, and AI scenes when footage runs short. One feeling carried from the hook to the offer.
- 05
Check and deliver
9:16, 4:5 and 1:1 exports, safe zones respected. Every ad watched and checked by me before it reaches you.
The craft
Edits that make people feel something.
People buy on emotion and justify with logic. Every technique I use serves one feeling, landed at the right second.
- 0:00
Pattern break
Stops the scroll in the first frame.
- 0:02
Split screen
Before and after, side by side.
- 0:04
Cutaways
The proof on screen while the voice keeps going.
- 0:06
Word highlights
The word that matters lights up as it's said.
- 0:09
Punch-ins
A push on the face when it gets personal.
- 0:11
Motion graphics
The mechanism as a clean, exact diagram.
- 0:13
The emotional beat
A second of silence, then the music lands on the reveal.
Formats · if it can run as an ad, I can build it
- UGC
- AI UGC (avatars)
- Mashups
- Podcast style
- Talking objects
- Skeleton ads
- 3D cartoon characters
- Singing & music ads
- AI animation
- Motion graphics
- Green screen
- Street interviews
- Product demos
- Before / after
- Us vs them
- Listicle ads
- Ugly / organic edits
- Text‑on‑screen
- VSL
- Messengers
- Customers, creators, founder, experts, characters, voice‑over only
- Angles
- Pain relief, time saved, money saved, status, proof, new mechanism
- Iterations
- Hook variants, comment replies, negative framing, in media res, stacked winners, new creators
Why me
Not just another editor.
Most editors cut what they're sent. I bring the strategy, the research and a full in‑house studio, so every ad has a reason to win.
A typical editorLukas Hooks
Starting pointA typical editorThe footage you sendLukas HooksYour data, your customer and your market
Angles & hooksA typical editorTaken from the briefLukas HooksWritten with the playbook: awareness, sophistication, desire
EmotionA typical editorCuts to the scriptLukas HooksEvery edit built around one feeling, beat by beat
BenchmarkA typical editorYour niche, if askedLukas HooksThe best ads worldwide, every day
VolumeA typical editorQuality drops as volume growsLukas HooksHigh volume, same standard
Paid onA typical editorHoursLukas HooksPer ad or per month, plus a bonus on winners
Working together
Built for the long run.
Two ways to start, depending on what you already have.
Recommended
You have footage
Send your assets. I focus on what sells.
UGC, product shots, raw clips, past ads. Your budget goes into strategy, hooks and the edit: the fastest route to a winner.
- Creator UGC and testimonials
- Product and lifestyle shots
- Past winners to iterate on
No footage yet
I create the assets too.
For growing brands, I build what's missing: AI scenes, characters and voices with models like Seedance and Kling, plus an unlimited b-roll library. Each shot gets the right model, so generation stays on budget.
- AI UGC and characters
- B-roll matched to the script
- Custom motion design
Engagement
Long‑term or per project
A monthly partnership for steady output, or one project to start.
Speed
Fast, at volume
Very fast turnaround and high volume when you need it. We set the pace together.
Bonus
Paid more on winners
When an ad wins and earns more spend, I earn a bonus on it. We both want the same thing.
Test me on a real brief.
Send a brief and your footage, or an ad you want to take further. I'll send back a finished test edit, so you judge the work, not the pitch. The first one is on me.
- 01Need an NDA first? Download mine, or send yours and I'll sign it.
- 02Send your brief, plus your footage or an ad to build on.
- 03Get a finished test edit back, free.
Confidential by default
Mutual NDA
A one-page mutual NDA, already filled in on my side. Download it, add your details, sign, and attach it to your brief. Prefer yours? Send it and I'll sign it.
Download the NDA (.docx)Questions: itslukashooks@gmail.com
or email itslukashooks@gmail.com@itslukashooks