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Fraser Cottrell – The Ad Creative Course 2.0 is a practical performance-marketing training program designed to help e-commerce brands, marketers, creative strategists, and agencies build better-performing advertising creatives. The course covers the complete creative process, from customer research and concept development to scripting, UGC production, editing, creative testing, performance analysis, and AI-assisted creative production.

Rather than focusing only on how to make attractive advertisements, the program teaches a structured system for developing sales-focused creative concepts, producing multiple variations, testing them, analyzing results, and using performance data to inform future creatives.

What You’ll Learn

• Creative Strategy – Learn how to research products, customers, competitors, reviews, and existing advertisements to identify opportunities for new creative concepts.
• Creative Ideation – Develop advertising angles, hooks, concepts, and frameworks designed around customer psychology and purchasing motivations.
• Ad Scripting – Create structured scripts for UGC, direct-response video ads, and other performance-focused creative formats.
• UGC & Creator Briefs – Build clear briefs for creators, including concepts, hooks, messaging, shots, and instructions needed to produce usable advertising content.
• Video Production – Learn practical approaches to filming advertising content, including iPhone shooting, lighting, audio, UGC production, and higher-production creative.
• Video Editing – Understand the fundamentals of editing performance ads and turning raw footage into engaging, conversion-focused creatives.
• Static Ads – Explore approaches for creating static advertising creatives alongside video-based campaigns.
• Creative Testing – Learn how to create variations, structure creative tests, and identify which concepts and executions deserve further iteration.
• Performance Analysis – Use advertising data and creative performance results to understand what is working and generate ideas for the next round of creatives.
• AI for Ad Creative – Use AI tools such as Claude and Gemini for ideation, research, scripting, analysis, and other parts of the creative workflow.

Core Concept

The program’s central approach is to treat advertising creative as a repeatable performance system, rather than relying on random ideas or individual “winning ads.”

The workflow can be summarized as:

Research → Strategy → Concept → Hook → Script → Production → Editing → Testing → Analysis → Iteration

This allows brands to continually develop new creative concepts, test different executions, identify useful performance patterns, and feed those insights back into future advertising campaigns.

Creative Strategy

A major component of the course is understanding what to create before actually producing the advertisement.

Students learn how to:

• Research their target customer
• Analyze customer reviews and feedback
• Identify pain points and desires
• Study successful advertising examples
• Generate new creative angles
• Develop hooks and concepts
• Turn concepts into structured scripts
• Prepare production and UGC briefs

This helps reduce the common problem of producing large amounts of content without a clear creative strategy behind it.

Production & Editing

The course also covers the practical side of actually producing advertising creatives.

Topics include:

• iPhone-based shooting
• Lighting
• Audio
• UGC production
• Higher-production video
• Static advertising
• Editing workflows
• Video structure
• Creative quality control

The focus is on creating advertising assets that can be tested and optimized for performance rather than simply producing polished brand content.

Creative Testing

Once creatives have been produced, the course introduces a structured testing process.

Students learn how to:

• Produce variations of existing concepts
• Test different hooks and executions
• Compare creative performance
• Review advertising data
• Identify useful creative patterns
• Turn winning insights into new concepts

The goal is to establish a continuous creative testing and iteration loop instead of treating each advertisement as a one-off project.

AI-Powered Creative Workflow

The Ad Creative Course 2.0 also incorporates modern AI tools into the creative process.

AI can be used for:

• Creative research
• Idea generation
• Ad concepts
• Script development
• Creative analysis
• Video analysis
• Voiceovers
• Creative iteration

The course includes an AI prompt pack for Claude and Gemini, giving students ready-to-use prompts that can be incorporated into their advertising workflow.

Who Is It For?

• E-commerce & DTC founders
• Performance marketers
• Media buyers
• Creative strategists
• UGC managers
• Advertising agencies
• In-house marketing teams
• Freelance ad creatives
• Brand owners looking to improve their paid advertising creatives

The program is particularly relevant for businesses running paid acquisition campaigns where creative performance has a significant impact on results.

Course Structure

The course contains 5 main modules and 34 video lessons, covering the creative process from strategy through production, testing, and AI.

Module 1 – Introduction & Overview

Introduces the performance-creative process, advertising formats, and the overall workflow used throughout the course.

Module 2 – Creative Strategy & Pre-Production

Covers research, customer psychology, creative inspiration, concept development, hooks, scripting, UGC briefs, creator selection, and production preparation.

Module 3 – Production & Editing

Covers filming, lighting, audio, UGC, higher-production advertising, static ads, editing, and creative quality control.

Module 4 – Creative Testing & Data Review

Explains creative testing, variations, performance analysis, and using advertising data to guide future creative decisions.

Module 5 – AI Tools for Ad Creative

Shows how AI can be incorporated into creative ideation, analysis, scripting, voiceovers, and other parts of the advertising workflow.

 

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