Home / Concept Sheet

Every ad ships with its blueprint.

Each of the 25 concepts comes with a Concept Sheet: why we believe it, how it plays second by second, what must stay and what your team is free to change. Your team can remake it in any format, with or without us.

Sample Concept Sheet

NN / SPEC / 014 · Concept SheetConcept 14 of 25

The 3 a.m. craving

ApprovedVideo · 15 s · 9:16
Who
Night-shift nurses
Why they buy
Something sweet that fits a 14-minute break
World · first 2s
Phone POV, break room, 3:04 a.m.
Distance from current ads
High: no active ad speaks to shift workers
9:41
SPspec.brandSponsored
SPECDESSERT PROTEIN

Night shift has its own menu.

SPECDESSERT PROTEIN
Shop now

3:04 a.m. Break starts now.

2,41896
Shop now›
Storyboard · 15 s · 9:1600:00 / 00:15
  1. 0–2 sThe hour

    Clock on the break-room wall: 3:04. The hour does the hooking.

    Must stay · The hour on screen
  2. 2–6 sThe problem

    The fridge has one option. It isn’t good.

    Must stay · One sad option, no words
  3. 6–12 sThe product

    The real product, real label, one-handed.

    Must stay · Real label, one hand
  4. 12–15 sThe offer

    Back on shift. Offer and button.

    Must stay · 14-minute frame

Spec work, made to show the format. Every one of your 25 concepts ships with a storyboard like this.

Why we believe it

  • Proof 1Three customer reviews mention night shifts, each with the customer’s exact words and a count.
  • GapNone of the brand’s active ads speaks to shift workers or to time pressure.
  • RuleEvery claim on this sheet is marked as evidence or inference.

Five more hooks

  • “It’s 3 a.m. Your fridge has one option.”
  • “Fourteen minutes. One break. Make it count.”
  • “Night shift has its own menu.”
  • “The vending machine doesn’t know you.”
  • “Hour nine deserves dessert.”
Must stayThe hour on screen, the break-room setting, the 14-minute frame.
Free to changeVoice, music, the flavor shown, the offer.

Remake it as

A static: the clock and the product, one line of copy. A carousel: the shift in five frames, 7 p.m. to 7 a.m.

Spec work, made to show the format. Not a client.netnewstudio.com

Every one of your 25 concepts ships like this. Ready for your media buyer, readable by your whole team.

Get 25 for your brand
From a Concept Map

Six of forty cards.

Before we produce anything, you see 40 cards like these and pick 25. Each one is a different person, a different reason, a different world.

NN/002Spec

Gift for the skeptic

Who
Partners of gym regulars
Why
A present that won’t sit in the cupboard
World
Unboxing, kitchen counter, 8 p.m.
NN/005Spec

What the label leaves out

Who
Ingredient readers
Why
Four ingredients they can pronounce
World
Grocery aisle, back of the tub
NN/007Spec

The commute swap

Who
Train commuters
Why
Breakfast that fits a 20-minute ride
World
Platform clock, 7:12 a.m.
NN/009Spec

The skeptic’s first week

Who
People who quit protein shakes
Why
Taste that doesn’t feel like a chore
World
Day 1 to day 7, phone notes
NN/011Spec

Lunchbox politics

Who
Parents of picky eaters
Why
Kids trade for it, not away
World
School cafeteria table
NN/014Spec

The 3 a.m. craving

Who
Night-shift nurses
Why
A sweet fix that fits a 14-minute break
World
Break room, 3:04 a.m.
Concept count · 15 minutes

Want 25 of these, built for your brand?

Before the call, we count the concepts behind your active Meta ads from the public Ad Library. On the call, you see exactly where the gaps are. Then you decide.

Book a concept count hello@netnewstudio.com
  1. 01You send your brand site.
  2. 02We count your ads before the call.
  3. 03Fifteen minutes. Your gaps, on screen.