Michal Mujgos

The client

Michal builds websites and runs ads for service businesses, plumbers, electricians, roofers, the trades that live on the phone ringing. The personal brand is how that work finds him, and it runs in English across thirty thousand followers.

What we do

Every clip opens on a hook borrowed from something already going around, then turns into his message in a single cut. The hook buys the first two seconds, the cut has to earn the rest. Someone gets a thing pulled out of his nose, except it is Michal who comes out, and the video is about a website that does not sell.

• Hooks lifted from formats that already travel

• One cut from the joke into the pitch

• Written for people who have never heard of him

Result

Five clips, each one built on a hook that was already working somewhere else.