Creator Guide

Do

• Entertainment first — make a shopper want to watch it twice
• Hook-driven — “guess the price,” “wait for it,” “I can’t believe”
• Celebrate the deal openly — bragging rights are the point
• Big reactions — laughter, shock, genuine excitement
• Game-show energy — pacing, callouts, price reveals

Don’t

• Use luxury or editorial language — wrong brand
• Go slow, moody, or contemplative — that’s JA’s lane
• Pretend the price doesn’t matter — the price IS the story
• Take yourself too seriously — if it’s not fun, skip it
• Over-polish — slick ad vibes undercut the authenticity

The Price Reveal

Always show the score. Price tag on screen, retail vs. what you paid, the “no way that was that cheap” moment. This is the money shot.

The Find

Where you found them. What stopped you. Why you grabbed them. The thrill of the hunt is half the story.

Style The Steal

Pair them with an outfit. Show 2 or 3 ways to wear. Make the deal feel like a full wardrobe win, not just a one-off.

Brag Without Bragging

“She’s proud, and it’s contagious.” Confidence, not gloating. The deal is the flex — let it speak for itself.

Do

• Fast, fun, and snappy — quick hits, punchy cuts, game-show pacing
• Entertainment first — a shopper should want to watch it twice
• Lean into hooks: “guess the price,” “wait for it,” “I can’t believe this was $X”
• Match the energy of TikTok Shop and viral haul creators — immediate, addictive, repeatable

Don’t

• Use slow, mellow, contemplative pacing — save that for a different brand
• Go cinematic or editorial — this isn’t Vogue, it’s the mall of your dreams
• Take yourself too seriously — if it’s not fun, it’s not SFD
• Over-polish — slick ad vibes undercut the deal-hunter authenticity

Do

• Trending TikTok audios that actually fit the vibe — pop, Y2K revival, dance, upbeat R&B
• Catchy, poppy, high-energy tracks — think SATC opening credits meets game-show bumper
• Iconic needle-drops (licensed or sound-alikes) for haul reveals
• Sound effects welcome — cha-ching, price-tag beeps, game-show buzzers, crowd cheers

Don’t

• Use lo-fi, acoustic, or ambient music — wrong mood entirely
• Pick sad piano, cinematic scores, or anything “deep”
• Jump on trends just because they’re trending — if it doesn’t fit the energy, skip it
• Let music sit quiet and moody — it should lift the edit, not underscore it

Do

• Keep it bright, clean, and saturated — colors should pop off the screen
• Boost pinks, oranges, and greens to match the palette
• Clean highlights, crisp whites, punchy contrast
• Think HD-TV clarity — not filtered, not dreamy, just loud and clear

Don’t

• Use warm vintage grading, film grain, or sepia tones (that’s JA territory)
• Go cool, teal, or desaturated — keep it warm and alive
• Crush blacks or go moody — nothing dark or dramatic
• Over-filter — we want real shoes in real color, just brighter

Do

• Make the shoe the hero — full shoe visible, price tag if possible
• Big, expressive reactions — shock, joy, “I can’t believe”
• Bright, direct lighting — clean highlights, no moody shadows
• Everyday settings — closet, bedroom, car, mall, checkout
• Play with props — confetti, price tags, shopping bags
• Diverse models and real bodies — her shopping, not a model posing

Don’t

• Shoot editorial or runway-style — wrong brand
• Use dark, moody, or overly serious backgrounds
• Let the outfit upstage the shoe
• Use warm vintage filters or film grain
• Go minimalist or “clean girl” — we want loud, not quiet
• Pose too perfectly — candid beats polished

Do

• Saturated, poppy palette — pinks, oranges, greens, cream
• Clean highlights, crisp whites, punchy contrast
• Think HD-TV clarity — bright, loud, clear
• Let the shoe colors lead — build the frame around them
• Natural OR direct lighting both work — just keep it bright

Don’t

• Warm vintage grading or sepia tones — JA lane
• Teal, cool, or desaturated looks — kills the energy
• Crush the blacks or lean moody
• Heavy filters that distort product color
• Drown the shoe in a busy off-brand background