A 29-second spec ad for Javvy Protein Coffee, an instant iced coffee with protein. It's a fast, chatty UGC piece where she keeps talking over her own b-roll, so the product never stops being explained. The idea came from the pouch itself, which says "instant iced coffee!". A freelance designer with three deadlines has no time for a coffee run, so she makes one at her desk and gets back to work.

What I did

I kept only what Javvy prints on the pouch: ten grams of protein per scoop, Arabica cold brew, no added sugar, no artificial sweeteners, prebiotics and MCTs. Then I built Jade, 24, with round tortoiseshell glasses as her signature, and her small studio with the desk by the window. A product sheet showed the pouch, the scoop and the glass. The film has six shots: four to camera and two short demos, where her voice carries on over the scoop, the milk and the ice.

What I changed

I started with a different product, the liquid concentrate, and switched to the pouch once I found it on the site: it reads better on camera. In the last shot, the glass disappeared from her hand. She was holding the phone, the glass and the pouch, three things with two hands. I remade that shot alone: the phone propped on the desk, her hands free, the glass and the pouch set down next to the laptop before she turns back to work.

What I learned

Count the objects in every shot and give each one a hand or a place on the table. Talking over b-roll makes a short ad feel full without adding cuts. And when one shot fails, remake that shot alone instead of the whole film.