Evergrn — Ad Campaigns
Last updated: July 2026
This document is the single source of truth for ad creative concepts, scripts, and production status. Focus is short-form video (15-second reels) for Instagram, TikTok, and YouTube Shorts.
Format Guidelines
- Duration: 15 seconds hard cap (platform algorithm preference; fits pre-roll without skip)
- Hook: Problem visible in first 1–2 seconds — no slow build
- Structure: Problem (3–5 sec) → frustrated reaction (2–3 sec) → open Evergrn (3–4 sec) → resolution/quote arrives (3–4 sec) → tagline card (1–2 sec)
- Audio: Ambient problem sound (engine grinding, dripping water, wind) fades into app UI sounds; upbeat resolve at the end
- Text overlays: Large, centered, high-contrast — designed for muted autoplay
- Aspect ratio: 9:16 vertical primary; export 1:1 for feed fallback
- Tagline: "Help is closer than you think." — end card every spot
- Logo lockup: Evergrn wordmark + leaf icon, bottom-center, last 2 seconds
Spot Library
SPOT 001 — Lawnmower Down
Service: Lawn Care Status: Concept
Scene Backyard, summer afternoon. Pull-cord lawnmower won't start — three yanks, a puff of smoke, owner looks at the knee-high grass and sighs. Cut to phone — opens Evergrn, types "lawn care," hits Post Job. Cut to notification: "3 quotes received." Final shot: next morning, a pro is mowing in the background while the homeowner drinks coffee on the porch.
Script / Text Overlays
- 0:00–0:03 — [SFX: engine sputtering, dying] Overlay: "Mower's dead."
- 0:04–0:06 — Reaction shot. Overlay: "Grass isn't waiting."
- 0:07–0:11 — Phone screen: Evergrn app, post a job in 30 seconds
- 0:12–0:13 — Notification sound. Overlay: "Quotes in minutes."
- 0:14–0:15 — End card. Tagline: "Help is closer than you think."
Notes
- Shoot in a real backyard, not staged set — authenticity matters for this demo
- Mower model should look mid-range (not brand new, not junk)
- No brand logos on equipment
SPOT 002 — Snowed In
Service: Snow Plowing / Removal Status: Concept
Scene Winter morning. Homeowner opens front door — buried driveway, car completely snowed in. They have work. They grab their phone, open Evergrn, post a snow removal job. Cut to a truck with a plow pulling up an hour later. Final shot: clear driveway, car backing out.
Script / Text Overlays
- 0:00–0:03 — [SFX: wind, creaking door] Door swings open to wall of snow. Overlay: "Not today."
- 0:04–0:05 — Owner's face. Overlay: "Work doesn't cancel."
- 0:06–0:10 — Phone screen: Evergrn, snap a photo of the driveway, post job
- 0:11–0:12 — Text notification: "Pro on the way."
- 0:13–0:14 — Truck pulling in, plow down
- 0:15 — End card. "Help is closer than you think."
Notes
- Needs real snow location or a good snowfall — do not use fake snow, kills credibility
- Truck shot should be local-looking (not corporate fleet)
- Consider a "1 hour later" timestamp overlay for the resolution shot
SPOT 003 — Cold Shower
Service: Plumbing (Water Heater) Status: Concept
Scene Someone steps into the shower expecting hot water — gets a yelp-inducing blast of cold. They jump back. Cut to them wrapped in a towel, shivering, scrolling Evergrn. Post a plumbing job. A plumber's quote appears within minutes — licensed, rated, price shown. End card.
Script / Text Overlays
- 0:00–0:02 — [SFX: shower turning on] Happy expression → instant horror
- 0:03–0:04 — Overlay: "Hot water heater's out."
- 0:05–0:06 — Overlay: "Again." (relatable frustration)
- 0:07–0:11 — Phone: Evergrn, post plumbing job, quote from licensed plumber arrives
- 0:12–0:13 — Quote card on screen: name, star rating, price estimate, "Accept"
- 0:14–0:15 — End card. "Help is closer than you think."
Notes
- Keep it PG — towel-wrapped, no skin
- The quote card shot is important: shows the platform's trust signals (stars, license badge, price)
- Plumbing is a licensed trade in-app — badge visible on quote reinforces trust
SPOT 004 — Lights Out
Service: Electrical Status: Concept
Scene Evening. Someone flips a light switch — nothing. They check the breaker panel — keeps tripping. They're in the dark with a flashlight, candles on the counter. Open Evergrn, post an electrical job. A licensed electrician's quote comes in. Next scene: lights are on, they're back to normal.
Script / Text Overlays
- 0:00–0:03 — [SFX: breaker pop] Darkness. Flashlight clicks on. Overlay: "Breaker won't stop tripping."
- 0:04–0:05 — Overlay: "Don't DIY electrical."
- 0:06–0:10 — Phone: Evergrn, post electrical job, licensed electrician responds
- 0:11–0:12 — Quote card: licensed badge visible, star rating, "Accept"
- 0:13–0:14 — Lights on. Relief.
- 0:15 — End card. "Help is closer than you think."
Notes
- "Don't DIY electrical" overlay is intentional — safety messaging doubles as a reason to use the platform
- Electrician license badge must be visible in the quote card shot — key trust differentiator
- Consider a dramatic contrast cut: all-dark frame → full lights-on frame
SPOT 005 — First Snow of the Season (Brand Awareness)
Service: Snow Plowing Status: Concept
Scene Quick-cut montage: first snowflake hits a windshield. Neighbor scrambling for a shovel. Someone's driveway buried. Cut to phone — Evergrn already open — a pro is en route because they booked in advance. Their driveway is clear when everyone else is still digging. Smug coffee sip.
Script / Text Overlays
- 0:00–0:04 — Snow montage, chaotic neighbors. [SFX: wind]
- 0:05–0:07 — Clear driveway hero shot. Overlay: "Already handled."
- 0:08–0:11 — Quick app screen showing pre-booked job, confirmation sent
- 0:12–0:13 — Overlay: "Book before the storm."
- 0:14–0:15 — End card. "Help is closer than you think."
Notes
- This one is brand/top-of-funnel, not problem/solution — different energy, more aspirational
- Works well as a pre-season push notification campaign too (October/November)
- Coffee mug / smug look is the "reward" image — keep it light
Production Checklist (per spot)
- Final script locked
- Location scouted and confirmed
- App screen recordings captured (staging environment, test account)
- Live shoot completed
- Edit cut at 15s
- Text overlays + SFX added
- End card with tagline rendered
- Exported: 9:16 (primary), 1:1 (feed fallback)
- Uploaded to shared drive
- Posted: Instagram / TikTok / YouTube Shorts
App Screen Recording Notes
All in-app UI shots should be captured from a real device running the staging app against staging.evergrn.co. Use a test customer account with pre-seeded quotes ready so the "quote received" notification fires on cue.
- Use iPhone (primary target audience is iOS)
- Enable Do Not Disturb before recording — no stray notifications
- Record at full resolution; crop in post
- The quote card is the money shot in every spot — make sure provider name, stars, and price are clearly readable at small size
Upcoming Spots (Ideas Not Yet Scripted)
| Concept | Service | Notes |
|---|---|---|
| HVAC dies on the hottest day of the year | HVAC | Summer ad, post-licensed-trades launch |
| Deck needs repair before a party | Handyman | Occasion-based urgency |
| Gutter overflowing in the rain | Handyman | Fall seasonal |
| Spring cleanout — "where do I even start" | Handyman / Lawn | Multi-service angle |
| Moving into a new house, everything needs work | Multi-service | Broad appeal, onboarding angle |