A 29-second spec ad for Cocokind's Ceramide Barrier Serum, a lightweight serum for the skin barrier. It's an evening routine to camera, warm and quick, in the brand's own honest tone. The idea came from something Cocokind does that most brands don't: they publish the percentages of what's in the formula. Winter dries out her skin, she uses the serum, and the transparency is the part she can't get over.

What I did

I kept only Cocokind's own claims: five ceramides plus beta-glucan, lightweight and non-greasy, "clinically tested for sensitive skin", two or three drops after cleansing. Then I built Camila, 31, in a white waffle robe, with her evening routine as the setting. A product sheet showed the bottle, the dropper and the serum's texture. Seven shots: two lines to camera, the drops and the patting as b-roll under her voice, then three more lines.

What I changed

The first bathroom was cosy, lit by warm lamps and a candle, and it pushed her skin toward orange. I replaced it with a brighter, more neutral bathroom with a backlit mirror. For the line about the percentages, she was going to show the product page on her phone. An AI screen would have invented text, so she taps the label instead. And no before-and-after: you can't honestly show a result on a generated face.

What I learned

Warm light flatters a room and hurts the skin, so light for the skin first. Never put a screen full of text in a generated shot when a gesture says the same thing. And the most convincing claim is often what the brand does, not what the product does.