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SodaStream
Push for Better: the brand line played straight, with one guest nobody in the room acknowledges.
The challenge
Carry the Push for Better platform in a spot short enough to run as pre-roll, without spending its few seconds explaining the product.
The idea
Bring the desert indoors. A camel stands in a bright domestic kitchen and nobody in frame reacts to it. The restraint is what makes it land, and the machine stays the only thing actually being demonstrated.
The system
A warm, daylit set built around the product, with the brand lockup resolving over the scene rather than interrupting it.
The outcome
Produced for the SodaStream Push for Better platform.
Role & contribution
I art-directed the spot: the set, the framing and the restraint that lets the idea land while the product stays the only thing being demonstrated.
Film
The Push for Better spot: a camel standing in a bright domestic kitchen while nobody in frame reacts to it.
Related service Creative Direction for Product & Brand Launches
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