CARTERˣ Creators

Resources

The Reference

Hooks, claims, product facts and filming specs. Check here before you film and again before you upload.

The First Two Seconds

Hooks

Hook Checklist
  • It is one exact moment, not a category. "My creatine tub lived behind the cereal" beats "I was inconsistent".
  • It is first person: I, my, me. Never a question to the viewer about their body.
  • It opens a loop the viewer wants closed in the next five seconds.
  • It sounds like you said it to a friend, not like an ad.
  • It starts on frame one, with the object in shot if there is one.
  • It is 15 words or fewer.
Hook Types and Every Example

Each line is an example to make your own, not a script. Tags show the offer and the moment it was written for.

Problem

Open on the thing that kept going wrong, told as your own.

Specific

Open on a concrete detail or number: the count of tubs, the 6g, the one bottle.

Curiosity

Open a loop the viewer has to watch to close.

Contrarian

Say the thing most people in your gym would not.

Proof

Open on something you can show: the label, the dose, the taste test.

Offer

Open on the price or what comes in the box.

Result

Open on what your routine looks like now. Never a body result, never a timeframe.

Identity

Open on who you are: "I coach six classes a week".

What You Can Say

Claims

Say
  • Every dose is printed on the label.
  • Every batch is third-party tested.
  • No proprietary blends.
  • 6g of creatine monohydrate a stick.
  • Supports hydration. Helps maintain electrolyte balance.
  • Two sticks, one bottle, every day.
Don't Say, and What to Say Instead
  • Don't say

    Gives me energy, wakes me up, fuels my day

    Instead

    Describe the routine: when you drink it and why it stuck.

  • Don't say

    Cures, treats, prevents, fixes

    Instead

    Supports, helps maintain, contributes to.

  • Don't say

    Clinically proven, doctor recommended

    Instead

    Every dose printed, every batch third-party tested.

  • Don't say

    I lost 10 pounds, look at my abs

    Instead

    Talk about the habit, never the body.

  • Don't say

    In two weeks I noticed

    Instead

    Leave out timeframes. Say what the routine looks like now.

  • Don't say

    Are you always tired?

    Instead

    First person: "I never drank enough water."

  • Don't say

    Better than [brand]

    Instead

    No brand names. "Four tubs from four places" works.

  • Don't say

    Pre-workout, take it before the gym

    Instead

    Whenever suits your day, training day or not.

  • Don't say

    Hydration during, creatine after

    Instead

    Both sticks together in one bottle.

  • Don't say

    Use code X for 20% off

    Instead

    The price as listed. No codes.

The Creator Kit

Product Facts

Hydration

  • 1,000mg sodium per stick, plus 400mg potassium, 100mg magnesium and 100mg calcium.
  • Zero sugar, zero calories, sweetened with stevia.
  • Two flavors: Lemon Lime and Berry Pomegranate.
  • 15 sticks a box.
Make It Yours

“It turns plain water into something I want to drink.”

Never
  • Never "cures dehydration" or anything about cramps, hangovers or headaches.
  • Never "drink it through the day".

Creatine

  • 6g creatine monohydrate per stick, printed on the stick.
  • One ingredient: 100% creatine monohydrate, ultra-micronized.
  • Unflavored, so it disappears into the Hydration.
  • 30 sticks a box.
Make It Yours

“I can't taste it, so I never skip it.”

Never
  • Never Creapure or any source brand.
  • Never strength, muscle or size results, and never a timeframe.

Omega-3

  • 1,500mg omega-3 per serving: 800mg EPA and 600mg DHA.
  • Two softgels a serving, before bed.
  • Natural lemon oil.
  • Every batch third-party tested for heavy metals, including mercury and lead.
Make It Yours

“Two softgels before bed, next to my toothbrush.”

Never
  • Never heart, brain or joint claims.
  • Never "with breakfast" or "in the morning".

Multivitamin

  • All 13 vitamins and 8 minerals at 100% or more of the daily value.
  • Four capsules a serving, before bed.
  • Every dose printed on the label.
Make It Yours

“The jar sits by my bed, so it is the last thing I do.”

Never
  • Never energy, immunity or "fills the gaps" claims.
  • Never "with breakfast" or "in the morning".

Steel Drink Bottle

  • 26 fl oz, stainless steel.
Make It Yours

“Two sticks in, shake, done.”

Never
  • Never make a moment of finishing or emptying the bottle. It is opaque steel, so the camera cannot show it.

Technical

Filming

Frame
Vertical 9:16. Keep faces, product and text inside the middle so a 4:5 crop still works.
Quality
1080p or 4K at 30fps. HDR off. Clean the lens.
Length
15 to 45 seconds. Aim for about 25 so the cut never falls under 15.
Sound
Clear voice, quiet room. No music under your voice; we add it if a cut needs it.
Clean cut
Upload one cut with no captions, no text and no music, plus your edited cut. We caption the clean cut for each placement.
Three hooks
Film three different openings for the same body. Hold one second of silence between takes.
Safe zones
Any text you add stays clear of the top 14%, the bottom 35% and 6% each side, where the app's buttons and captions sit.
Hold the shot
Hold each product shot for a full second. Turn the label to the camera and keep it steady.
Packaging
Keep the back panel of the boxes out of a close-up. Front panels, sticks and the bottle are all fine.
Safe Zones, 9:16Safe zones for on-screen textKeep text clear of the top 14%, the bottom 35% and 6% on each side.TOP 14%TEXT, FACESAND PRODUCTBOTTOM 35%
Keep any text you add out of the shaded areas: the top 14%, the bottom 35% and 6% each side.
Length

15 to 45 Seconds, Aim for About 25