03 / 05 · Ads5 reference pieces
Thirty seconds with one idea in it, and nothing else.
[ 5 pieces ]
The standard
Reference pieces by other creators, chosen to set the bar for brand & commercial. Our own named client work lives on how we work.
[ How this gets made ]
A brand spot has one job: to be remembered tomorrow.
Turnaround 26–34h
- 01One idea is chosen and everything that dilutes it is removed, including footage that is good.
- 02The edit is built on a sound spine first — a spot is usually recognised by ear before it is recognised by eye.
- 03The two or three frames that will survive as the memory of the ad are identified early and protected through the grade.
- 04Six, fifteen and thirty second versions are built as their own edits rather than as trims of the longest one.
Performance ads are optimised and brand spots are remembered, and those are not the same craft. A brand film that says three things says none of them, because recall is a single-slot problem. The discipline is subtraction, and the uncomfortable part of the job is deleting expensive footage for no reason other than that it is not about the one idea.
Also in Ads
The whole category- 01Product filmsThe object, lit and moved until the viewer can feel its weight.6 references
- 02Ads built to convertHook, problem, proof, offer, and the first three seconds carry the budget.5 references
- 03Sales & demo videoSoftware explained in ninety seconds, so the trial starts without a call.6 references
- 04Property & real estateA walkthrough that keeps its geography, so the viewer always knows where they are standing.6 references
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