Odenson Creator Brief
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Odenson has sold for over €5 million through Meta and TikTok ads. Most of that came from videos made by creators like you. Several of them have worked with us for years, and we keep sending them new products and new briefs. This brief is how you become one of them: make a video that sells, and we'll come back to you.
This is the general brief for every Odenson product. It takes five minutes to read. Before you film, also read the product brief for the product you requested. That one tells you what the product does and what has worked for us.
What Odenson is. A men's grooming brand from Sweden. We make tools and treatments for men who want to look sharp without turning it into a hobby: beard styling tools, all-in-one body grooming, and growth and preservation treatments for beard and scalp.
Who buys. Men between 18 and 60 who want grooming products that actually work. He has a specific problem: a beard that looks messy no matter what he does, nicks from shaving where he'd rather not nick, patchy cheeks, a thinning crown. He isn't looking for a routine. He wants the thing that fixes it.
What we want from you. High quality content that converts as paid ads on Facebook, Instagram, and TikTok. Put real effort into what you say and what you film. A short prompt to an AI that you read word for word is not that, and we can tell. Film in a normal bathroom, in normal light, after actually using the product. You don't need a studio. You need a clear hook, a visible product, and an honest result.
What makes a video work
Four things decide whether your video performs. Get these right and the rest is detail.
The first 2 seconds. People see your video while scrolling. If the first impression doesn't look more interesting than everything else in their feed, they skip it, and nothing else in the video matters. Open on the problem, a movement, your face, or even a crazy scenario that makes people stop. Never on a logo, a slow product pan, or "Hey guys." Say your most interesting sentence first.
High pacing and high expressiveness. Someone scrolling needs constant stimulation to keep watching. Keep the video moving: change scenes often, show the product in different ways, keep delivering new information rather than sitting on one shot. And be expressive — not necessarily high energy, but animated, engaged, and alive on camera. Flat delivery gets scrolled past no matter how good the content is.
The product doing its job on camera. Not held up. Used.
A convincing result. Same light, same angle, same distance for before and after. No filters.
Looking to make your video stronger? Showing a visible problem before the fix is one of the most reliable tools there is — a couple of seconds of what's wrong earns you twenty seconds of attention. It's not the only way to build an ad, but it works.
The one question to ask before you submit: "If I saw this video, would it make me interested in the product and convinced it works?" If the honest answer is no, film it again.
How to sound
Keep the language simple. Your video runs in the US, UK, Australia, and across Europe, where many viewers aren't native English speakers. Short sentences, everyday words, no slang that only works in one country. If a 12-year-old wouldn't understand the line, rewrite it.
Rules for every video
The Odenson product must be clearly on screen, branded, and in use at least once.
Speak from your own experience. "This is what happened when I used it" beats "this product does X."
Talk like yourself. Don't read a script written by AI. We can hear it, and it gets rejected.
Only your own footage. Nothing reused from another brand.
Videos get rejected when: the first two seconds are dead air or a logo, the product is a blur or never used, the footage is out of focus, shaky, or has bad audio, the before and after don't match, or the video makes medical claims or guarantees results.
Deliverables
Your videos run as paid ads on Meta and TikTok. These specs make them usable.
Length — 15 to 30 seconds. Longer only if the story earns it
Text hook — put a short text hook on screen in the first 3 seconds. This is the single most important thing on this list. Most people scroll with the sound off, so the text is what stops them
Captions — none. Leave them off. We add captions ourselves so one video can become several ads
Lighting — Natural window light. Face the light. Avoid overhead bathroom spots alone
Audio — Phone mic is fine. No echo, no wind, no running taps over dialogue
Stability — Prop the phone or use a tripod for demos. Handheld is fine for talking head
Music — Optional. If you use music, also send the version without it
Safe zones — Keep your face and the key action out of the top 15% and bottom 20%
What you can say
One rule covers almost everything: describe what happened to you rather than predict what will happen to them.
"My cheeks filled in over about three months" is your experience and it's fine. "This will fill in your cheeks in three months" is a promise on behalf of the brand and it's not.
Product briefs
Each product has its own brief. Read the one for the product you requested before you film. It tells you what the product does, the facts you need, what has worked for us before, and the angles we suggest. Videos that ignore it have a much larger risk of being rejected.
If you're unsure whether an angle or a claim is safe, ask before you film. We'd much rather answer a question than reject a video you spent an afternoon making.
Before you submit
Ask yourself one question: "If I saw this video, would it make me interested in the product and convinced it works?" If the honest answer is no, film it again. Then run through this list.
The hook lands in the first two seconds, spoken on camera
There is a text hook on screen in the first 3 seconds
The product is clearly on screen, branded, and in use
9:16, 1080p or better, in focus, stable, clean audio
Nothing important in the top 15% or bottom 20% of the frame
You read the product brief and followed it
Product briefs
Read the brief for the product you requested before you film.
Beard Forger
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Videos for Beard Forger get rejected most often when the beard is styled but the tool is barely visible. Show the tool doing the work.
Open full Beard Forger brief →
Stone Shaver
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One tool for beard, body, and sensitive areas. Two interchangeable heads (trimmer + foil), waterproof, rechargeable, built-in LED light.
Open full Stone Shaver brief →
Beard Growth Kit
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Consistency is the angle. Results build over months, so the honest video shows the routine rather than an overnight change.
Open full Beard Growth Kit brief →Examples
Top performers
The videos that spent the most and converted the best across all products.
Competitor examples
What other brands do well — for reference, not for copying.
What not to do
Real ads we ran with real spend that underperformed the product average. Common failure modes: dead-air first two seconds, no captions, product never used on camera, mismatched before/after.