July 10, 2026
Tiegear needed Meta ad content built for a specific audience: tradies. Rather than relying on audience parameters to do the targeting work, we built creative that spoke directly to that segment through appearance, language and product choice.
Deliverables
Crew
Cameras
Under Meta’s Andromeda retrieval system, creative has become the primary targeting signal. The platform reads visual content, language and context to decide who sees each ad, matching it to users based on real-time behaviour rather than predefined audience settings. For Tiegear, reaching tradies meant building content that looked, sounded and felt like it was made for them.
We mapped the ‘tradie persona’ with Peter and built the shoot around it. Talent, language, products and location were all chosen to signal the right audience. Tom Schell and Dylan from Tiegear fronted the content across three products: Flexstrap, Flexstrap Max and Nero R. Shot in a Tiegear warehouse yard on a single camera, with Cooper directing and operating. Nine videos formatted into four variations each.
Nine videos produced across Flexstrap, Flexstrap Max and Nero R. Each video formatted into four variations: 9:16 with subtitles, 9:16 without subtitles, 16:9 with subtitles, 16:9 without subtitles. 36 finished assets delivered to the Tiegear Meta ads account, ready to test across placements and audience signals.
The assets are live across Meta, driving strong engagement from the tradie audience segment. Building creative around the target audience rather than around the product alone gave the delivery system clearer signals to work with. The result is ad content that reaches the right people because it was built to look like content for them, not because they were added to a targeting list.
CREW
Director/DOP: Cooper Rees-Jones | Talent: Tom Schell | Editor: Brody King
