All archetypes

Founder & Team-Led

Format
Static, Video
Category
Founder & Brand Story
Stage
TOF
Requires
Real person

What is it

The founder or someone who actually works at the company talking straight to camera, usually in the warehouse, the office or the factory. It removes the anonymity that makes people suspicious of online brands: there's a name, a face, and a person willing to stand behind the product.

What makes it work

  1. Say who you are in the first line

    "I'm the founder." "I run the warehouse." "I formulated this." The claim to attention is the role, so state it before anything else.

  2. Admit something

    A batch that failed, a mistake you made, a thing your product doesn't do. Owning a flaw buys more credibility than any claim, and it's the one move a corporate ad can't copy.

  3. Show the place

    Shelves, pallets, the production line, staff moving in the background. Environmental noise and clutter prove the operation is real. Shooting in a blank room throws away the format's main asset.

  4. Know something specific

    Why this fabric, why this concentration, why the seam is built that way. Founders are allowed to go deeper into detail than a creator ever could, and the depth is what separates it from a scripted testimonial.

  5. Start rough, finish clean

    Handheld phone footage for the opening, proper product B-roll later. The raw start buys trust, the polished middle proves you're a real company.

Reference 1

AI Edit Master Prompt

Produce a {DURATION} vertical 9:16 founder-led behind-the-scenes (BTS) ad for {PRODUCT}.

Generate the following sequence:

The Hook (The Milestone): A {FOUNDER_PERSONA} films selfie-style in a busy {WAREHOUSE_SETTING} surrounded by massive amounts of inventory. They enthusiastically announce a {COMPANY_MILESTONE} (e.g., shipping a record-breaking 50 units in one day) to establish immediate scale, momentum, and social proof.

The Pivot (The Insider Look): The {FOUNDER_PERSONA} leverages the excitement of the milestone to transition into a direct-to-viewer pitch, offering to share an exclusive behind-the-scenes detail about the {PRODUCT} that customers "probably didn't know."

The Feature Demo (The Tactile Close-Up): The camera angle switches to a first-person point-of-view (POV). The founder's hand physically interacts with the {PRODUCT_SURFACE} to demonstrate a specific {TACTILE_QUALITY} (e.g., a "buttery smooth" finish).

The Craftsmanship & Value Proposition: While continuing to show the close-up product details, the founder explains a major {MANUFACTURING_CHALLENGE} the company faced and how they overcame it with a {PROPRIETARY_SOLUTION} (e.g., a proprietary powder-coating method). The founder concludes by linking this manufacturing process directly to the {AESTHETIC_BENEFIT} (looks and feels beautiful) and a strong {DURABILITY_CLAIM} (lasts for decades).

Assemble: A raw, high-energy "founder vlog" edit. The video should feel like an authentic, impromptu update from the CEO rather than a highly produced commercial. The transition from the wide, busy warehouse shot to the intimate, tactile close-up of the product grounds the hype in physical quality.

Text Overlay: Clean, highly legible {SUBTITLE_STYLE} captions synced word-for-word with the audio.

Audio: The energetic, authentic {ON_LOCATION_AUDIO} of the founder speaking over the natural ambient sounds of a working warehouse. No background music is needed; the rawness adds to the BTS authenticity.

End Card: No dedicated end card; the video concludes naturally on the final strong durability claim while displaying the product close-up.

Reference 2

AI Edit Master Prompt

Produce a {DURATION} vertical 9:16 founder-led direct-response ad for {PRODUCT}.

Generate the following sequence:

The Hook (The Problem): A {FOUNDER_PERSONA} films selfie-style in an {OUTDOOR_SETTING} (e.g., a sunny balcony) standing next to the {PRODUCT} (e.g., a cold plunge tub). A bold text overlay asks a direct {HOOK_QUESTION} (e.g., "Want the most the reliable cold plunge?"). The founder introduces themselves and immediately calls out a major {COMPETITOR_FLAW} (e.g., other products break, leak, and fail constantly).

The Solution (The Origin Claim): The {FOUNDER_PERSONA} pats the {PRODUCT} and counters the problem with a strong {QUALITY_CLAIM} (e.g., "made right here in the USA"). They emphasize that this high-quality manufacturing applies to both the main product and its {KEY_COMPONENT} (e.g., the chiller).

The Proof (The Durability Test): The camera pans down to show the {KEY_COMPONENT} in detail. The {FOUNDER_PERSONA} provides authentic proof by sharing a {PERSONAL_ANECDOTE} about the item's longevity (e.g., owned for 2.5 years, survived 4 moves). They physically interact with the component to show it is still in {CONDITION_STATE} (e.g., great condition), proving it is built to last.

The Urgent Offer & CTA: The {FOUNDER_PERSONA} returns the camera to selfie mode to pitch a high-value {PROMOTIONAL_OFFER} (e.g., a public "family and friends discount" for $1,000 off plus an extended warranty for $1). They create immediate urgency by stating a strict {EXPIRATION_DATE} (e.g., "ends January 31st") to drive immediate conversions.

Assemble: A raw, direct-to-camera "founder vlog" edit. The video should feel like an authentic, off-the-cuff product demonstration from the creator rather than a polished studio commercial. The transition from the confident selfie pitch to the physical proof of the well-used component grounds the durability claims in reality.

Text Overlay: Clean, highly legible {SUBTITLE_STYLE} captions synced word-for-word with the audio. Keep a static, bold {HOOK_QUESTION} text overlay at the top of the screen for the initial hook to immediately capture attention.

Audio: The raw, authentic {ON_LOCATION_AUDIO} of the founder speaking, complete with natural ambient outdoor sounds (like wind or distant traffic). No background music is needed; the unpolished audio enhances the authenticity of the pitch.

End Card: No dedicated end card; the video concludes naturally with the founder's urgent call to action before cutting off.

Reference 3

AI Edit Master Prompt

Produce a {DURATION} vertical 9:16 founder-led behind-the-scenes (BTS) ad for {PRODUCT}.

Generate the following sequence:

The Hook (The Accidental Drop): The camera angle starts from the bottom of an empty {PRODUCT_COMPONENT} (e.g., a cold plunge tub). A {FOUNDER_PERSONA} suddenly appears overhead, as if they just dropped the camera, and says, "Oh shit, what's up guys." The camera is then "picked up" to a normal selfie angle in a {WAREHOUSE_SETTING} to introduce the founder and the brand.

The Origin Story & Failure: The {FOUNDER_PERSONA} promises to share a behind-the-scenes look at the company's journey. A picture-in-picture (PIP) graphic appears showing an early, clunky {PROTOTYPE_IMAGE}. The founder explains their initial commitment to {MANUFACTURING_GOAL} (e.g., made in America) and their struggle to find a reliable {KEY_COMPONENT} (e.g., the chiller). They detail a specific {PAST_FAILURE} (e.g., buying 100 overseas units and having 65% fail) to build authenticity through vulnerability.

The Solution & Success: The PIP graphic updates to show a busy {MANUFACTURING_FACILITY}. The founder explains how they overcame the failure by finding a new manufacturer capable of building the "best {KEY_COMPONENT} on the market," which led to selling "thousands of units."

The Product Pivot & Demonstration: The {FOUNDER_PERSONA} shares another BTS fact: their initial vision was to make the product out of {HEAVY_MATERIAL} (e.g., steel), but it was too heavy. They demonstrate the final {PRODUCT_INNOVATION} (e.g., aerospace-grade aluminum) by physically moving the {PRODUCT} with one hand, proving it is both "super durable" and "portable."

Assemble: A fast-paced, highly authentic "founder vlog" edit. The video should feel raw and unscripted, utilizing the "dropped camera" hook and honest admissions of early failures to build immense trust and credibility with the viewer. Use PIP graphics to visually support the founder's story without cutting away from their engaging on-camera presence.

Text Overlay: Clean, easy-to-read {SUBTITLE_STYLE} captions synced word-for-word with the audio.

Audio: The raw, authentic {ON_LOCATION_AUDIO} of the founder speaking, complete with the natural echoes and ambient noise of the warehouse. No background music is needed; the unpolished audio enhances the "real" BTS feel.

End Card: No dedicated end card; the video concludes naturally after the final product demonstration.

Reference 4

AI Edit Master Prompt

Produce a {DURATION} vertical 9:16 founder-led behind-the-scenes (BTS) ad for {PRODUCT}.

Generate the following sequence:

The Hook (The POV Drop): The video starts with a unique, low-angle shot from inside the {PRODUCT_RECEPTACLE} (e.g., inside an empty cold plunge tub) looking up. A {FOUNDER_PERSONA} peers over the edge, feigning a dropped camera ("Oh sh*t, what's up guys?"). They quickly transition into a standard selfie-style shot walking through a busy {WAREHOUSE_SETTING} to introduce themselves and the {BRAND_NAME}.

The Origin Story & Failure: The {FOUNDER_PERSONA} promises a "trip down memory lane" to show how they designed the best {PRODUCT} on the market. A picture-in-picture ({PIP_GRAPHIC}) appears showing an early {PROTOTYPE_IMAGE}. The founder explains their initial {MANUFACTURING_GOAL} (e.g., made in America) and the major struggle they faced with a {KEY_COMPONENT} (e.g., the chiller), sharing a vulnerable {PAST_FAILURE} (e.g., a 65% failure rate with overseas parts) to build authenticity.

The Pivot & Scale: The {PIP_GRAPHIC} updates to show a modern {MANUFACTURING_FACILITY}. The {FOUNDER_PERSONA} explains how they went on a mission to find the best manufacturer for the {KEY_COMPONENT}, resulting in massive success (e.g., "sold thousands of units").

The Product Innovation & Demo: The {FOUNDER_PERSONA} reveals another BTS secret: their original vision was to design the product like a {LIFESTYLE_OBJECT} (e.g., a tumbler cup), but the original {HEAVY_MATERIAL} (e.g., steel) made it weigh {EXCESSIVE_WEIGHT} (e.g., 200 pounds). The video cuts back to the founder physically demonstrating the final {INNOVATIVE_MATERIAL} (e.g., aerospace-grade aluminum) by effortlessly moving the {PRODUCT} with one hand, proving it is both {BENEFIT_1} (super durable) and {BENEFIT_2} (portable).

Assemble: A fast-paced, highly authentic "founder vlog" edit. The video should feel raw and unscripted, utilizing the "dropped camera" hook and honest admissions of early failures to build immense trust and credibility with the viewer. Use PIP graphics to visually support the founder's story without cutting away from their engaging on-camera presence.

Text Overlay: Clean, easy-to-read {SUBTITLE_STYLE} captions synced word-for-word with the audio.

Audio: The raw, authentic {ON_LOCATION_AUDIO} of the founder speaking, complete with the natural echoes and ambient noise of the warehouse. No background music is needed; the unpolished audio enhances the "real" BTS feel.

End Card: No dedicated end card; the video concludes naturally after the final product demonstration.

Reference 5

AI Edit Master Prompt

Produce a {DURATION} vertical 9:16 UGC-style "day in the life" ad for {PRODUCT}.

Generate the following sequence:

The Hook (The Persona & Routine): A {USER_PERSONA} (e.g., a corporate worker and part-time creator) introduces their busy {DAILY_ROUTINE} while working from a {HOME_OFFICE_SETTING}. A text overlay establishes the {VIDEO_THEME} (e.g., "day in the life"). They explain that spending {LONG_HOURS} (e.g., over 10 hours) at their workstation necessitates a {SOLUTION_REQUIREMENT} (e.g., an ergonomic and adaptable setup).

The Product Demo (Feature 1): The {USER_PERSONA} introduces the {PRODUCT_NAME} while performing a typical {WORK_TASK} (e.g., editing video). They visually demonstrate a {KEY_FEATURE} (e.g., the desk lowering to exactly 23.6 inches) and immediately tie it to a specific, relatable {USER_BENEFIT} (e.g., "perfect for short girlies").

The Workflow Adaptation (Feature 2): The {USER_PERSONA} explains how the {PRODUCT} adapts to different phases of their {WORKFLOW} (e.g., back-to-back meetings vs. deep work). They are shown effortlessly switching between {MULTIPLE_POSITIONS} (e.g., sitting, standing, and using a walking pad). A close-up shot highlights the {EASE_OF_USE_FEATURE} (e.g., the control panel with built-in memory presets) being activated with a single touch.

The Lifestyle Break & Resolution: The {USER_PERSONA} takes a brief {LIFESTYLE_BREAK} (e.g., making a matcha latte) to make the ad feel like an authentic vlog. They return to the {PRODUCT} to wrap up their day, delivering the ultimate {CORE_BENEFIT} (e.g., finishing the day energized with way less neck and back pain).

Assemble: A smooth, aesthetically pleasing "vlog" edit. The pacing should feel natural and aspirational, blending productive work montages with relatable lifestyle elements. Use clean, dynamic shots to emphasize the physical movement and adaptability of the product without making it feel like a dry technical demonstration.

Text Overlay: Minimal, aesthetic {SUBTITLE_STYLE} captions synced word-for-word with the voiceover. Include a clean, static title overlay at the very beginning to establish the {VIDEO_THEME}.

Audio: A calm, conversational {VOICEOVER} from the persona narrating their day, layered over a relaxed, trendy {LIFESTYLE_SOUND_BED} (e.g., upbeat lo-fi). Include subtle, satisfying {SOUND_EFFECTS} (e.g., keyboard typing, ice clinking in a glass) to enhance the immersive vlog feel.

End Card: No dedicated static end card; the video concludes naturally with a final lifestyle shot of the {USER_PERSONA} working comfortably, visually reinforcing the pain-free benefit.

Reference 6

AI Edit Master Prompt

Produce a {DURATION} vertical 9:16 founder-led bait-and-switch ad for {PRODUCT}.

Generate the following sequence:

The Hook (The Fake Apology): A {FOUNDER_PERSONA} sits in a {CASUAL_OFFICE_SETTING} and speaks directly to the camera with a serious demeanor. A bold text overlay displays a {HOOK_HEADLINE} (e.g., "OFFICIAL STATEMENT from Co-Founder"). The founder issues a direct apology to past customers, stating that they "lied," creating immediate curiosity and pattern interruption.

The Reassurance (Features & Benefits): The {FOUNDER_PERSONA} holds up the {PRODUCT} and quickly reassures the audience that the product's {CORE_CLAIMS} are still true. They list the {KEY_INGREDIENTS} (e.g., sodium, potassium, magnesium) and the primary {HEALTH_BENEFIT} (e.g., rehydration without sugars or fillers). They also emphasize the {SENSORY_EXPERIENCE} (e.g., tastes good, no weird aftertaste, no crash).

The Value & Use Cases: The founder states the {PRICE_PER_SERVING} (e.g., "$2 a serve") to establish value. They then list relatable {USE_CASES} (e.g., morning run, workout, hangover recovery) to demonstrate the product's versatility in a daily routine.

The Reveal & Urgent Offer: The {FOUNDER_PERSONA} finally reveals the "lie" – they previously claimed they couldn't drop the {SUBSCRIPTION_PRICE} any lower, but they just did. They introduce a massive {PROMOTIONAL_OFFER} (e.g., 25% off, free shipping, free gifts).

The Call to Action: The founder leans dynamically into the camera lens to deliver a final, urgent {CALL_TO_ACTION} (e.g., "grab it before it disappears!").

Assemble: A fast-paced, direct-to-camera "bait-and-switch" edit. The pacing relies entirely on the founder's energetic delivery. The tone must dramatically shift from a serious, PR-style crisis statement in the first three seconds to an upbeat, value-driven product pitch for the remainder of the video. Use subtle jump cuts to keep the dialogue snappy.

Text Overlay: Bold, high-contrast {SUBTITLE_STYLE} captions synced word-for-word with the audio. The initial {HOOK_HEADLINE} should be styled like a serious news alert to sell the bait-and-switch hook. Highlight the {PROMOTIONAL_OFFER} in contrasting colors when it is announced.

Audio: The crisp, authentic {ON_CAMERA_AUDIO} of the founder speaking. No background music is needed, which helps maintain the illusion of a serious "official statement" at the beginning of the video.

End Card: No dedicated end card; the video concludes abruptly on the founder's urgent close-up and call to action to drive immediate clicks.

Reference 7

AI Edit Master Prompt

Produce a {DURATION} vertical 9:16 founder-led milestone/appreciation ad for {PRODUCT}.

Generate the following sequence:

The Hook (The Milestone): A {FOUNDER_PERSONA} films a selfie holding multiple boxes of {PRODUCT_PACKAGING}. They introduce themselves and express disbelief at reaching a {COMPANY_MILESTONE} (e.g., being in business for over a year).

The Origin Story (BTS & Mission): A montage of {BEHIND_THE_SCENES_FOOTAGE} (e.g., packaging sketches, factory production lines) plays. The founder explains their original {BRAND_MISSION} (e.g., wanting a better electrolyte) and the {CORE_BENEFITS} of the product (e.g., premium ingredients, no junk, actually works, tastes good).

The Pivot (The Gratitude & Offer): The founder expresses genuine gratitude, stating that because of the customers, the brand has grown faster than imagined. They pivot to a seasonal {PROMOTIONAL_EVENT} (e.g., Valentine's Day) as a way to say thank you and give back. The visuals feature {THEMED_PRODUCT_SHOTS} (e.g., products surrounded by rose petals) while the founder announces a massive {PROMOTIONAL_OFFER} (e.g., up to 50% off, free gift, and free shipping).

The Urgency & CTA: Dynamic, high-quality {PRODUCT_DEMO_SHOTS} (e.g., slow-motion drink pouring and splashing in a glass) are shown. The founder creates urgency by stating the sale won't last long, flavors sell out quickly, and viewers shouldn't wait.

The Emotional Sign-Off: The visuals transition to aspirational {LIFESTYLE_FOOTAGE} (e.g., drinking the product on a sunny balcony and in a pool). The founder delivers a heartfelt thank you from the bottom of their heart for making their dream real, ending with a relatable {LIFESTYLE_CATCHPHRASE} (e.g., "Let's keep sipping, sweating, and staying hydrated together").

Assemble: A polished, emotional founder-led "appreciation" edit. Transition smoothly from the authentic selfie intro into engaging behind-the-scenes footage, followed by highly aesthetic product B-roll to drive the promotional offer. The tone should be warm, grateful, and community-focused.

Text Overlay: Clean, easy-to-read {SUBTITLE_STYLE} captions synced word-for-word with the audio. Use bold pop-up text graphics to emphasize the {PROMOTIONAL_OFFER} (e.g., "FOR UP TO 50% OFF", "Free gift") and the urgency (e.g., "DON'T WAIT").

Audio: A warm, genuine {VOICEOVER} from the founder layered over an upbeat, emotional {BACKGROUND_TRACK}.

End Card: A clean, minimal static end screen featuring the {BRAND_LOGO} in the center and a clear {CALL_TO_ACTION_BUTTON} (e.g., "SHOP NOW") at the bottom.

Reference 8

Reference 8 example

AI Edit Master Prompt

Using the attached image as the layout reference: keep the outdoor daylight group photo with a large branded work truck filling the background, the whole crew of adults and children standing in front of it in matching shirts, everyone smiling at the camera, and a seasonal prop mounted on top of the truck. Replace the crew with {YOUR TEAM}, the truck with {YOUR VEHICLE}, and the shirts with {YOUR BRAND COLOR}. Set the truck lettering to "{YOUR BRAND}" / "{YOUR PHONE}" / "{YOUR SERVICES}" and the roof prop to {YOUR SEASONAL PROP}.

Reference 9

Reference 9 example

AI Edit Master Prompt

Using the attached image as the layout reference: keep the outdoor daytime photo with two uniformed workers standing side by side in the foreground, hands relaxed, smiling at the camera, and a branded work van slightly blurred behind them with trees in the background. Replace the workers with {YOUR TEAM} in {YOUR UNIFORM}, and the van with {YOUR VEHICLE}. Set the van lettering to "{YOUR BRAND}" with {YOUR LOGO GRAPHIC} beside it.