How does Fran Montemurro integrate feedback into his creative process?

Question

Fran Montemurro

Creator

Updated October 1, 20261 min read

integrate feedbackcreative process

Fran Montemurro · Accepted Answer

Summary

Fran builds feedback into the creative process from the start, rather than tacking it on at the end.

In product-led video planning, feedback typically comes from:

Your audience insights and past ad data
Your current creative and landing page performance
Live discussion during the consultation about what feels “on-message” and what does not

From there, Fran uses feedback to:

Refine the creative direction (hooks, angle, main message)
Decide which concepts are worth testing vs. dropping
Clarify product communication so the next round of production is sharper, not just better edited

After a call, that feedback is captured in a summary and project plan, so decisions are documented and actionable.

Would you like an example of how this might look for your specific product or campaign?