Every project starts with a problem the existing creative was not solving. These are the briefs behind the videos above — the format we chose, and why.
SaaS · Fireflies.ai
Making an AI meeting assistant legible in 30 seconds
Fireflies.ai records, transcribes and summarises meetings. The category problem is that nobody can see the product working from a static ad — the value only lands once you watch a transcript appear. We produced screen-led walkthrough UGC: a creator on their own laptop, in their own workflow, talking through a real call being captured. The brief was to show the moment the transcript resolves, because that is the moment the product explains itself. Talking-head-only cuts were rejected for exactly that reason.
Skincare · The Pink Foundry
Clean-beauty routine UGC without the studio gloss
The Pink Foundry sells clean-beauty skincare to an audience that has learned to distrust retouched before-and-afters. We shot routine-format UGC in real bathrooms under real lighting, with creators applying the product in sequence and narrating texture and finish rather than claiming outcomes. The constraint we set ourselves was no colour-grading of skin, because the entire premise of the category is that the skin you see is the skin you get.
Skincare · Lithoveda
Ayurveda that reads as evidence, not folklore
Ayurvedic skincare has a credibility problem in performance ads: the ingredient story sounds traditional, and traditional reads as unproven to a sceptical scroll. The brief was to make the ritual specific — named ingredients, the order they go on, how long the step takes — so the video carries information rather than heritage language. Creators were briefed to explain what they were doing and why, in their own words, without reciting brand copy.
Fashion · Sevora
Try-on that answers the fit question before it is asked
The thing that stops an apparel purchase online is not desire, it is uncertainty about fit and fabric. We produced stylist-led try-on UGC with creators across different body types, each stating their own measurements and the size they are wearing, then moving in the garment so drape and stretch are visible. Static flat-lay creative was explicitly out of scope — it looks good and answers nothing.
Home care · Scale-O
A hard-water problem you have to see to believe
Scale-O treats hard-water scaling — a problem most households live with without naming it. The creative job was diagnosis before solution: open on the limescale on the tap, the film on the glassware, the stiffness in the laundry, so the viewer recognises their own bathroom first. Only then does the product appear. Demo-led UGC with a visible before and after was the only format that could carry it, because the category is bought on proof, not preference.
Mobile app · Lio
Showing a productivity habit, not a feature list
Lio is a record-keeping and productivity app whose value is cumulative — it compounds over weeks, which is hard to dramatise in a short ad. We built day-in-the-life UGC around a single user returning to the app at different points in their day, so the habit is the story. Feature-tour creative was avoided deliberately: listing what an app can do is not the same as showing why someone opens it.
Travel · FlyBagna
Booking friction as the hook
Travel-booking creative usually opens on the destination. The problem is that destination footage sells the trip, not the app — and every competitor is running the same beaches. We inverted it: open on the booking frustration, then resolve it in-app, and only then pay off with the trip. Creators shot their own real booking flow on their own phone, so the interface footage is genuine rather than a mock-up.
Dermo-cosmetics · Fixderma
Clinical skincare without the clinical tone
Fixderma sits in the dermo-cosmetic category, where the product is genuinely formulation-led but the audience does not want a lecture. The brief was to keep the ingredient claim intact while losing the pharmacy register — creators explaining what the product is for and how it fits a routine, in ordinary language, on unretouched skin. Clinical before-and-afters were left to the brand’s own channels; the UGC job was to make the shelf make sense.
Wellness app · Insight Timer
Filming a habit that happens with your eyes shut
A meditation app is close to impossible to demonstrate: the product experience is internal and the screen is mostly still. We built the creative around the surrounding moments instead — the point in the day someone reaches for it, what it replaces, what changes afterwards. The app appears briefly and in context rather than as a feature tour, because the reason people download it is the state, not the interface.
Campaign performance figures are shared under NDA during a consultation, with the client’s account open. We do not publish outcome numbers we cannot attribute to a named brand with their permission.