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Last Updated: May 20, 2026

Tierra Creative Process Overview

Ground rules early

Lay out the rules of engagement early in the client relationship — ideally during the kickoff or creative strategy call. Cover:

  • Only 1 approver on the client side
  • No last-minute creative requests
  • Number of creatives per cycle
  • Rounds of revisions allowed
  • How to give feedback (where, when, what format)

Either record a call via Otter where this is discussed, OR formalize it into a signed "win-win" document the client agrees to. The goal is to prevent scope creep and last-minute chaos.

LaunchPad client cycle

LaunchPad phased out

LaunchPad is no longer offered as a service. This section is preserved as historical reference for clients still completing prior engagements.

Typically includes 10 Meta Ads + Google Ad copywriting, split across 2 sprints:

  • Sprint 1: 2 concepts with 2–3 variations for launch
  • Sprint 2: the remaining balance after the initial 7–10 days of testing

Process steps

  1. Creative audit
  2. Review client's assets (complete asset checklist, identify upsell opportunities — UGC, photography, etc.)
  3. Build inspiration board (Foreplay or similar) — list of concepts likely to perform
  4. Creative Strategy Meeting #1 — Performance Marketing Brief build-out
  5. Brand Messaging Blueprint (AM reviews, solicits feedback)
  6. Creative Strategy Meeting #2 — share creative vision with client, get buy-in on concepts
  7. Ready to make ads:
    • Build a brief per concept
    • Submit brief to Konstant
    • Konstant provides draft → internal team feedback
    • Konstant makes revisions
  8. Package & deliver round 1 to client:
    • CS adds creative to Ad Approval sheet
    • CS notifies AM, AM notifies client
    • Client approves or requests edits (1 round of edits allowable)
  9. Once approved, resize for all placements
  10. 7–10 days into media buying, review performance with media buyer (Motion data, etc.) → suggest iterations
  11. Produce iterations → deliver iterations
  12. Have next round teed up for Growth Accelerator transition

Growth Accelerator client cycle

  1. Proposal stage: creative audit
  2. Review client assets:
    • Complete asset checklist
    • Identify upsell opportunities (UGC, photography)
    • Determine client tier & number of ad concepts based on budget
  3. Build inspiration board (Foreplay or similar)
  4. Kickoff call — Creative Strategist attends, introduces self
  5. Build Performance Marketing Brief — brand, pain points, motivators, areas of emphasis, initial creative concepts
  6. Week 2 — Creative Strategy Call / PMB presentation
    • Upsell opportunity for UGC, photography
  7. Ad production begins
    • First round is the MOST CRITICAL — sets the tone for the relationship. Full pod review and sign-off before delivery.
  8. Monthly thereafter:
    • Creative strategy meeting every month

What Alex truly desires in video ads

These are non-negotiables for video ad creative:

  • Scroll-stopping hooks. Ask yourself: is this REALLY going to make me stop scrolling?
  • Fast transitions — no long clips
  • Testimonial display — montage, animation, etc.
  • CTA on EVERY. SINGLE. AD. (Alex's words: "I will lose my shit if I don't see this.")
  • Follow the framework: Hook → Problem → Solution → Social Proof / Credibility → CTA

See How We Make Creative for the full ad-type breakdown.

Updates (August 2024)

  • Eliminate / reduce creative approvals going forward
    • Proposal updated to reflect this
  • Clients to provide more of the RIGHT type of insight
    • Onboarding questionnaire updated
    • "The more info you give us, the better. Don't respond N/A."
  • Creative Strategists to film content as needed to fill gaps — use the Content Curation Checklist
  • Build video ads using modular "content bricks" — spreadsheet maintained by Casey
  • Have more fun making creative. More brainstorms, more scrappy content shoots.

Reference