A 29-second spec ad for Tower 28's SOS Daily Rescue Facial Spray, made for sensitive skin. It's a day-in-the-life UGC with two locations and three moments in one generation. The idea came from the brand's own line, "Spritz and go". She uses it three times in one day: in the morning on clean skin, after her pilates class, and over her makeup at the desk.

What I did

I read the product page and kept only what Tower 28 says: it "helps calm visible irritation, reduce redness", it's pH balanced, fragrance-free and alcohol-free, and it's "the only hypochlorous acid spray" recognised by the three leading U.S. skin health organisations. Then I built Nia, 26, a pilates instructor, in a chocolate-brown sports set and a cream hoodie, so the red bottle stands out against her. Two rooms, a bathroom and a living room with a pilates mat. Seven shots, the three moments as b-roll under her voice, then three lines to camera.

What I changed

Nia came out differently from my brief: makeup on, copper tips in her curls, gold hoops. I kept her and wrote the video prompt from the images as they came out, not from the brief. The bottle came out matte orange-red with the name running vertically, so the prompt describes that bottle, not the one in my notes. And no before-and-after: you can't show calmer skin on a generated face and call it honest.

What I learned

Describe the image you got, not the image you asked for. A brand's own lines give the script its voice faster than anything I write. And some claims belong in the words, not in the pictures.