All 23 Reel Scripts — Campaign Creative

VFT-01: AI Search is Changing Everything

Stage 1 Expert "SEO is dead" / "Wait and see" Talking head + Screen rec 75 sec

Hook Options

1."I oversee SEO for 500+ businesses. Half of them are about to lose traffic and don't even know it yet."
2."Google is now answering your customers' questions before they ever see your website. Let me show you."
3."The way people find businesses just fundamentally changed — and I can prove it in 30 seconds."

Script

TALKING HEAD:

  • You've probably noticed Google looks different lately
  • Those big AI-generated answers sitting above everything? That's AI Search
  • It's not just Google — ChatGPT, Perplexity, Gemini — people are getting answers without ever clicking a website
  • This isn't coming. It's here. Right now.

SCREEN RECORDING (word-for-word):

"Let me show you what's actually happening. I'm going to search 'best CRM for small business.' See this? Google's AI Overview is pulling from these three sources and giving a full answer. The ten blue links? They're pushed way down. Most people never scroll past this. Now watch — same query in ChatGPT. It's recommending specific products with reasons. No links to click. No website visit. The traffic just... disappears. And here's Perplexity doing the same thing but citing sources inline."

TALKING HEAD:

  • For most informational queries, AI is answering directly — zero clicks
  • But this isn't the death of search. It's a reshuffle
  • The businesses that understand how to get cited BY the AI — they're about to eat everyone else's lunch
  • AI still needs sources. It still needs expertise. It still needs trust signals
  • The question isn't whether AI Search will affect your business. It's whether you'll be the one it recommends — or the one it ignores
  • The window to move on this is right now, while your competitors are still in "wait and see" mode

Shareability

Outfit: Black fitted t-shirt. Music: Lo-fi electronic, subtle tension. B-roll: Screen recordings of Google AI Overview, ChatGPT, Perplexity for same query. Record fresh on shoot day.

VFT-02: I Reviewed a $5K/month SEO Agency's Work

Stage 1 Rebel Predatory SEO Agencies Screen rec + Talking head 80 sec

Hook Options

1."A business owner sent me their $5K/month SEO report. I almost threw my laptop."
2."This agency charges five grand a month for SEO. Let me show you what that actually buys."
3."I've audited thousands of SEO campaigns. This one made me genuinely angry."

Script

TALKING HEAD:

  • Someone DM'd me their SEO report — paying $5K a month
  • Asked me to take a look. I wish I hadn't.

SCREEN RECORDING (word-for-word):

"Alright, so here's the monthly report. First thing — fourteen pages. Looks impressive, right? Except page one through six is just Google Analytics screenshots. You can pull these yourself in thirty seconds. They've literally screenshotted your own data and called it a deliverable. Page seven — keyword rankings. They're tracking forty-two keywords. Thirty-six of them are branded terms. Your own business name. That's not SEO, that's Google working as intended. Page eight — 'content optimisation.' They changed three title tags. In a month. For five grand. And here's the real kicker — page twelve, 'link building.' Four links. Guest posts on sites with zero traffic. This one's a web directory from 2009. These links are worthless."

TALKING HEAD:

  • This isn't an edge case. I see this every single week
  • Pad the report, track vanity metrics, bare minimum, lock you in
  • Good SEO doesn't look like a fancy report. It looks like more revenue
  • Data, not opinions. Results, not reports.

Shareability

Legal note: Report MUST be entirely fabricated. No real client data, agency names, or URLs. Music: Investigation energy, subtle bass drop on each reveal.

VFT-03: From Homeless to 120-Person Company

Stage 1 Human N/A (connection) Talking head + B-roll 85 sec

Hook Options

1."When I was 17, I slept under a bridge with a laptop as my pillow."
2."I built a 120-person company. But first I had to survive being homeless at 17."
3."This laptop kept me alive when I had nothing else."

Script (Word-for-Word)

[HOOK — quiet, direct to camera, no drama]

"When I was 17, I slept under a bridge with a laptop as my pillow."

[Beat 1 — The bedroom]

"I taught myself SEO when I was 13. Mum and I lived in this tiny house. One of those places where you could hear the neighbours through the walls. I didn't have money for courses. I didn't have money for uni. I had a laptop and I had Google. So I just started learning. Building little websites. Breaking things. Figuring it out."

[Beat 2 — The bridge]

"When I was 17, I ended up homeless. Eight months sleeping under a bridge in Melbourne."

[pause]

"That laptop went everywhere with me. It was the only thing I owned that actually mattered. I'd walk to Maccas, sit in the corner, use the Wi-Fi, and cold-call businesses. 'Hey, I can get you to the top of Google.' Most people hung up."

[slight pause, slight smile]

"Four said yes."

[Beat 3 — The people]

"There was a social worker named Carla. She wasn't even on shift. She'd come find me on her days off just to check I was eating. There was a bloke called Graham. 76 years old. Retired CEO. He didn't have to help me. He just did. And my first real client was a tradie. Two hundred and fifty bucks a month. I treated that account like it was worth a million dollars. Because to me, it was."

[Beat 4 — The build]

"That turned into StudioHawk. Australia's largest dedicated SEO agency. A hundred and twenty people across three countries. Forbes 30 Under 30. Forty-two industry awards."

[Beat 5 — The moment]

"On the 25th of June 2021..."

[swallows, takes a breath]

"I bought my mum her first home."

[pause — let this land, 2-3 seconds of silence]

"For the first time in her life, she was safe."

[pause]

"That's the only achievement that matters."

[Beat 6 — Close]

"I'm not telling you this for sympathy. I'm telling you because the thing that got me here wasn't talent. It wasn't luck. It was the people who showed up when they didn't have to."

[direct to lens, holds]

"Nobody makes it alone."

Shareability

Performance notes: Delivery must be understated — like telling a mate over a beer. Let real emotion land. Do NOT cut around it. Music: Piano-led ambient. Sparse. Peaks at the mum moment.

DR-01: Your Cost Per Lead is Up 57%

Stage 2ExpertPPC Dependency TrapTalking head45-60 sec

Hook Options

1."You're spending more on Google Ads every quarter and getting fewer leads."
2."I audited a business last week spending $8K/month on Google Ads. Their CPL had doubled."
3."Google Ads is a treadmill. Here's the way off."

Script

  • CPL up 57% YoY. Not a blip — that's the trend.
  • CPCs climbing, conversions flat, margins shrinking. Most owners just keep spending.
  • There's a channel where CPL is effectively zero: organic search.
  • With AI, you can build ranking pages in hours, not months.
  • Hawk Academy Workshop. 2 days, in person. 30 seats. $2,500 founders pricing. Tailfeather Guarantee.

Shareability

CTA: Apply for a seat — link in bio. Music: Low tension/ambient, cuts out at CTA.

DR-02: Stop Paying Agencies $5K/month

Stage 2RebelPredatory SEO AgenciesTalking head45-60 sec

Hook Options

1."Stop paying agencies $5K a month for SEO you could learn in two days."
2."Your SEO agency doesn't want you to see this video."
3."I run Australia's largest SEO agency — and I'm about to tell you why most of them aren't worth it."

Script

  • 120+ people. Most businesses don't need an agency. They need to understand how SEO works.
  • Agencies charging $5K/month: reports you don't understand, work you can't verify.
  • Built something different. Hawk Academy Workshop. 2 days, in person.
  • Walk out with pages live, strategy you understand, skills to keep going without $60K/year.
  • 30 seats. $2,500 founders pricing. Tailfeather Guarantee.

Shareability

Music: None or minimal low drone. Let the words carry.

DR-03: In 2 Days We Sit Beside You and Build

Stage 2HumanN/A (solution)Talking head + B-roll45-60 sec

Hook Options

1."I've spent $200K on marketing courses. Most were useless. So I built the opposite."
2."You don't need another course. You need someone to sit next to you and build the damn thing."
3."What if you walked into a room on Monday with nothing — and walked out Tuesday with live SEO pages?"

Script

  • Most courses: slides, theory, homework, nothing happens. We do the opposite.
  • Day 1: keywords, strategy, page structure. Data, not opinions.
  • Day 2: build pages with AI. Live before you leave.
  • 30 people max. 6 months support. $2,500. Tailfeather Guarantee.

Shareability

B-roll: Workshop room, Harry helping attendees, CMS screen showing page being published.

DR-04: The Same AI Tools Agencies Use Cost $20/month

Stage 2RebelPredatory SEO AgenciesTalking head + Screen rec60-75 sec

Hook Options

1."The same AI tools agencies charge you thousands for? They cost $20 a month."
2."I'm about to show you the exact tools a $5K/month agency uses. Total cost: $20."
3."Agencies don't want you to know this costs twenty bucks."

Script

  • Agencies make SEO sound complicated. Proprietary tools. Black box reporting.
  • Core tools: Claude AI ($20/mo), Google Search Console (free), keyword tool ($0-30/mo). That's the stack.
  • The only thing missing is knowing how to use them together. That's the workshop.
  • 2 days. In person. 30 seats. $2,500. Tailfeather Guarantee.

Shareability

Screen rec prep: Claude AI, Google Search Console, Ubersuggest/SEMrush. Clean browser, no bookmarks bar.

DR-05: I've Been Doing SEO for 15 Years. Here's What Changed.

Stage 2Expert"SEO is dead" / "Wait and see"Talking head60-75 sec

Hook Options

1."SEO changed more in the last 12 months than the previous 14 years combined."
2."Every SEO strategy from before 2024 is now broken."
3."I started doing SEO at 13. Built an agency to 120+ people. Everything I learned in 14 years just got rewritten in 12 months."

Script

  • Timeline: keyword stuffing → content marketing → E-E-A-T/core updates → AI Search.
  • "SEO isn't dead. It just changed. AI Search IS SEO."
  • The businesses adapting now own the next decade. The ones waiting will wonder what happened.
  • Hawk Academy Workshop. 2 days. 30 seats. $2,500. Tailfeather Guarantee. Stop guessing. Start ranking.

Shareability

Music: Subtle build. Start low, build to confident energy by CTA.

DR-06: Watch Me Build an SEO Page in 12 Minutes with AI

Stage 2ExpertN/A (proof of concept)Screen recording (full)60-90 sec

Hook Options

1."Watch me build a full SEO page in 12 minutes using AI."
2."This SEO page took 12 minutes to build. It's already ranking."
3."12 minutes. One AI tool. One SEO page that actually ranks. Watch."

Script

Full narrated screen recording: keyword research → Claude AI prompt → content generation (H1, subheadings, FAQs, CTA) → paste into CMS → format → add meta title/description/image → publish. "Twelve minutes. Zero agency fees." This is the exact workshop workflow.

Shareability

Screen prep: Ubersuggest/SEMrush, Claude AI fresh chat, CMS blank page, stock image ready. Pre-run the build once to know timing.

DR-07: How This Tradie Went From 0 to 200 Organic Leads/month

Stage 2Expert"Wait and see"Screen rec + Talking head60-75 sec

Hook Options

1."This tradie went from zero to 200 organic leads a month. No ads. No agency."
2."200 leads a month. Zero ad spend. He started knowing nothing about SEO."
3."A tradie with no marketing experience is now getting 200 organic leads a month."

Script

  • Real business. Tradie, one city, competitive market. 12 months ago: zero organic leads.
  • Screen recording walkthrough of Google Search Console: flat (month 1) → first bump (month 3) → doubled (month 6) → 200+ clicks/day (month 12).
  • Basic service-plus-city pages. No backlinks. No technical wizardry. Just well-structured pages.
  • The difference? They started. Hawk Academy Workshop. 2 days. $2,500. Tailfeather Guarantee.

Shareability

Screen prep: Real client GSC with 12 months growth data. Anonymise domain. Pre-scroll the data to know pause points.

DR-08: Workshop Testimonial — Results Focused

Stage 2ExpertN/A (social proof)Testimonial (interview)30-45 sec

Hook Options

1."I came in doing [X]. Two weeks later, [result]."
2."I didn't believe a two-day workshop could change my business. I was wrong."
3."Before the workshop, I was spending $[X]/month on an agency. Now I do it myself."

Interview Template

  • The Before (5-10s): SEO situation, agency spend, frustration
  • The Build (5-10s): What they built/learned, the "click" moment
  • The After (10-15s): Specific results — traffic, rankings, leads, revenue. Push for numbers.
  • The Recommendation (5-10s): Who is it for? What would you tell someone on the fence?

Shareability

Edit notes: Cut tight. Remove ums/filler. Jump cuts fine. Add stat overlay at peak result. 25 strong seconds > 45 average ones.

DR-09: Workshop Testimonial — Experience Focused

Stage 2HumanN/A (social proof)Testimonial (interview)30-45 sec

Hook Options

1."I've been to a lot of marketing workshops. This was different."
2."Honestly? I almost didn't come. Best decision I made this year."
3."I expected slides and theory. I got a full strategy built in two days."

Interview Template

  • First Impressions (5-10s): Expectations? Nervous, skeptical, excited?
  • The Room (5-10s): Energy, collaboration, other attendees
  • Harry + Team (5-10s): Teaching style, accessibility, surprises
  • The Vibe (5-10s): How did you feel leaving? Would you recommend it?

Shareability

Best footage often comes AFTER you say "ok, I think we got it" — keep rolling. Get 3-4 takes of closing line.

DR-10: "57% CPC Increase in 3 Years"

Stage 2ExpertPPC Dependency TrapData animation + Talking head30-45 sec

Hook Options

1."Google Ads costs went up 57% in three years. And it's only getting worse."
2."You're paying 57% more per click than you were in 2022."
3."Every year, Google takes more of your money. Here's the proof."

Script

  • Hook: 57% CPC increase. Not coming back down.
  • Pain: Fewer clicks, fewer leads, margins squeezed. Treadmill.
  • Twist: Organic still drives 50%+ of all traffic. Cost per click: zero.
  • Pivot: Businesses winning are building organic visibility that compounds — especially in AI Search.
  • CTA: 2-day workshop. $2,500. 30 seats. 6 months support.

Shareability

Data animations: CPC trend chart, organic traffic pie chart, compound growth vs flat line. Brand colours on dark bg.

DR-11: "AI Overviews Crushed Paid CTR by 68%"

Stage 2Expert"Wait and See"Data animation + Talking head30-45 sec

Hook Options

1."AI Overviews just crushed paid ad CTR by 68%. If you're 'waiting and seeing,' you're already behind."
2."Google's AI answers are eating your ads alive. Here's the data."
3."That Google Ad you're paying for? 68% fewer people are clicking it now."

Script

  • Show old vs new Google SERP. AI Overview pushes ads below fold.
  • Paid CTR -68%. Organic CTR also down — unless you're the cited source. Then MORE visibility.
  • "This isn't coming. It's here." Businesses that learn AI Search will dominate.
  • 2-day workshop. $2,500. 30 seats. Full refund + $500 travel guarantee.

Shareability

Key moment: Green highlight on cited source inside AI Overview box is the "aha." Give it room.

DR-12: $2,500 Workshop vs $60,000/Year Agency

Stage 2RebelPredatory SEO AgenciesSplit-screen comparison45-60 sec

Hook Options

1."$2,500 once — or $60,000 a year. Let me show you what you get from each."
2."The average SEO agency retainer is $5,000/month. That's $60K/year for work you could learn yourself."
3."I run one of the biggest SEO agencies in Australia. And I'm about to tell you why you might not need one."

Script

  • Agency: $60K/year, 12-month lock-in, you own nothing, you're dependent.
  • Workshop: $2.5K once, 2 days, full strategy, 6 months support, you keep everything forever. Independent.
  • Objection handling: some businesses genuinely need an agency. Enterprise, thousands of pages. But founders, small teams, marketing managers? You need two days.
  • 30 seats. Tailfeather Guarantee. Apply — link in bio.

Shareability

Split screen: LEFT = Agency (red tint), RIGHT = Workshop (green tint). Line items populate one at a time.

DR-13: "What You Get From Most SEO Agencies" (2026 Roast)

Stage 2RebelPredatory SEO AgenciesScreen recording roast60-75 sec

Hook Options

1."Your SEO agency is still doing 2019 tactics in an AI world."
2."I just reviewed an agency report from 2026 — not a single mention of AI Search. For five grand a month."
3."It's 2026. AI is answering your customers' questions. And your agency's big strategy is... meta titles."

Script

  • Roast 1: Impressions up 40% — vanity. "That's like a billboard company telling you how many cars drove past."
  • Roast 2: Ranking for "what is [industry] definition" — students, not customers. Padded with junk keywords.
  • Roast 3: Recommendations = "optimise meta titles." Zero mention of AI Search. "Mate, it's 2026."
  • Contrast: This is what most agencies deliver. If you want to learn what good SEO actually looks like, that's the workshop.

Shareability

Tone: Savage but fair. "I can't believe this is the standard" not "look how dumb they are." Report MUST be fabricated.

DR-14: "I'm Educating 100K People on AI Search for Free"

Stage 2HumanKnowledge GatekeepingTalking head (mission)45-60 sec

Hook Options

1."I'm trying to stop 100,000 businesses from getting ripped off by SEO agencies."
2."3,400 people have joined. 96,600 to go. And I'm not charging a cent."
3."An agency charges $60K/year for knowledge I'm giving away for free."

Script

  • Mission: educate 100K on AI Search. For free. Because 99% of businesses have no idea what to do.
  • Hawk Academy: free course, 3,400 members. 3.4% of the way there.
  • Workshop exists for people who want more: build strategy for their business, in a room, with 6 months support.
  • Hawk Academy = free forever. Workshop = go deeper. One doesn't replace the other.
  • Dual CTA: free course at hawkacademy.co OR apply for workshop.

Shareability

Progress bar: Update 3,400 to latest number before filming. Dual CTA end card for both free course + workshop.

DR-15: "Nobody Should Get Ripped Off Ever Again" (Manifesto)

Stage 2Human + RebelPredatory Agencies + Knowledge GatekeepingTalking head (manifesto)60-75 sec

Hook Options

1."I started doing SEO when I was 13 because I had nothing else."
2."Nobody should get ripped off by an SEO agency ever again. That's why I get up in the morning."
3."I was 17, sleeping rough, with a laptop and one skill. Here's why I'm giving the playbook away."

Script

  • Origin: SEO at 13. On my own at 17. Laptop and one skill.
  • The scar: saw businesses getting ripped off then, see it now. Copy-paste. Lock-in. People who don't know enough to question it.
  • StudioHawk: biggest dedicated SEO agency in AU. No lock-in contracts. Ever. Because I remember what that felt like.
  • The bigger problem: running the best agency doesn't fix the industry. AI Search making confusion worse.
  • Hawk Academy: free. 3,400 members. Goal: 100K. Knowledge is the only real protection.
  • Workshop: for those who want to go all in. 2 days. $2,500. Everything we know, transferred.
  • "No lock-ins. No BS. Just results. Nobody makes it alone."

Shareability

Film this one last in the session, when Harry is most natural. Single key light. Let Harry breathe. This should make you FEEL something.

RT-01: "Will This Work for My Industry?"

Stage 4Expert"SEO only works for certain businesses"Talking head FAQ30-45 sec

Hook Options

1."Every second application asks the same question. Let me answer it once."
2."Plumbers. Lawyers. E-com. SaaS. We've done all of them. What changes? Almost nothing."
3."If your customers use Google to find what you sell — the answer is yes."

Script

  • Google doesn't care about your industry. It cares about relevance, trust, and content.
  • Fundamentals are universal. What changes is the playbook: keywords, content angles, competitive landscape.
  • That's exactly what we build in the workshop. YOUR playbook, YOUR industry, in the room.
  • Application process exists for a reason. "If you're here, it's because we know this will work for you."
  • "That's literally why we let you in."

Shareability

CTA: None (reinforces decision). Music: None or minimal lo-fi.

RT-02: "What If I'm Not Tech Savvy?"

Stage 4HumanJargon-heavy gurusTalking head FAQ30-45 sec

Hook Options

1."If you can type something into Google, you can do what we teach."
2."I've had people who didn't know what a CMS was. They left with a full SEO strategy live."
3."You don't need to be tech savvy. You need to be willing to follow instructions."

Script

  • Built for business owners, not marketers or developers.
  • No jargon. Plain English. 30 people max — we walk around and point at your screen.
  • AI changed the game: tools that used to require a developer now take three clicks and a prompt.
  • "If you can use Google, you can do this." Designed so the least technical person gets the same result.
  • "Don't stress about the tech. That's our job. Your job is just to show up."

Shareability

CTA: None (reinforces decision). Posture: Slightly more relaxed/casual than other content.

RT-03: Behind the Scenes — Workshop Setup

Stage 4HumanN/A (anticipation)B-roll montage + VO30-45 sec

Hook Options

1."This is what it looks like the day before 30 business owners change how they think about marketing."
2."Setting up for the next workshop and it still hits different every time."
3."Every desk. Every screen. Every seat. All set up for one thing."

Script (word-for-word VO)

"This is what it looks like the night before a Hawk Academy workshop. Every desk has a screen, a power board, and a playbook printed and ready to go. Thirty seats. That's it. We keep it small on purpose. Every single person in this room is going to build something. They're going to walk out with pages live, strategies mapped, and a plan they actually understand. I've been doing SEO for fifteen years. I've spoken on stages in front of thousands. But honestly? This is the thing I look forward to most. Thirty people. Two days. Real work. That's the whole point."

Shareability

Location: Actual venue night before. Real prep, not staged. Music: Ambient, slightly cinematic. "Something's about to happen."

RT-04: "How Quickly Will I See Results?"

Stage 4Expert"Wait and see" + overnight SEO promisesTalking head FAQ30-45 sec

Hook Options

1."I'm going to give you an honest answer about SEO timelines."
2."If someone tells you SEO works overnight, they're lying or selling something dodgy."
3."Here's the real timeline for SEO results — and why it's a good thing."

Script

  • Pages indexed within days. Impressions in 1-2 months. Meaningful traffic + leads: 3-6 month window. That's normal.
  • "Anyone promising page-one in two weeks is full of it."
  • SEO compounds. Month 6 looks nothing like month 1.
  • Workshop difference: not guessing. Strategy + playbook + 6 months support tracking leading indicators.
  • "It's not instant. But it's an asset. And assets compound."

Shareability

CTA: None (sets expectations). Music: None — let the honesty land without production.

RT-05: Shiels Jewellers Case Study Highlight

Stage 4Expert"SEO is dead" / agencies with no dataScreen rec + Talking head45-60 sec

Hook Options

1."874% increase in organic sessions. Let me show you what we actually did."
2."Real data from a real client. Not a screenshot from 2019."
3."I'm going to show you the exact strategy behind 874% traffic growth — it's the same one you'll build in the workshop."

Script

  • Shiels Jewellers — biggest jewellery retailers. Organic traffic had flatlined.
  • Screen recording GA walkthrough: flat start → 874% organic session growth over 12 months.
  • Three things: (1) Technical SEO — crawl fixes. (2) Content strategy — high-intent keyword pages. (3) AI-assisted scaling.
  • "Not just traffic — revenue. Organic became their number one channel."
  • Same methodology you'll learn and apply in the workshop.

Shareability

Screen rec: Shiels GA data (with permission). Use mouse deliberately — point at data, circle key numbers. Zoom on growth curve.