Author: Eli Turner
Eli Turner
Eli started out as a YouTube creator in college before moving to the agency world, where he’s built creative influencer campaigns for beauty, tech, and food brands. He’s all about thumb-stopping content and innovative collaborations between brands and creators. Addicted to iced coffee year-round, he has a running list of viral video ideas in his phone. Known for giving brutally honest feedback on creative pitches.
Why the return-to-sender format—creators filming honest product disappointments—builds more brand trust than another glowing review ever could.
Binary-choice “would you rather” posts drive outsized comment rates. Here’s how brands brief the format without cheapening the product.
A brand playbook for the text-overlay-only story format—how to build full narrative arcs that convert when the sound is off.
Why letting creators rank your product line honestly, flaws included, builds more trust and sales than any polished brand campaign.
A briefing framework for 90-second founder-and-factory films that make heritage brands feel earned, not marketed.
How the sound-on ASMR ingredient pour builds sensory trust for food and beverage brands, with a briefing framework that keeps creators FTC-compliant.
The ‘What’s in My Cart’ format turns grocery hauls into performance content — here’s how to brief it without tripping FTC rules.
Why smart brands are directing creators to film honest returns and repacking — and how radical transparency drives more trust than any polished ad.
A creative brief for the confession-booth format, the faux-interview UGC style that boosts trust, watch time, and FTC-safe disclosure.
How to write one creative brief that produces display, square, vertical, and landscape assets without four separate shoots or budget blowouts.