Not in this cut: an offer. In a Sprint the offer (price, bundle, guarantee) is a test variable: a 1.5 s card swapped in before the end frame.
Beat boundaries sit on measured scene cuts (ffmpeg scene detection); ≈ marks one read from frames. The hook window is 0–1.5 s by definition. Click a beat to jump.
Built for sound-off.
This cut has no audio track: everything it says is on screen, which is how most of the feed watches it anyway.
- lume.
- FALLS DIFFERENT
- SOFT TOUCH
- aluminium-free · fig & neroli
Brand legible from frame one (frames sampled every 0.5 s)
Concept · lume. · Personal care
Soft touch
Concept · fictional brand · made with Higgsfield
A lilac stick is lifted out of purple fur, falls through the frame under the words FALLS DIFFERENT and lands on SOFT TOUCH.
- Brand
- lume.
- Product
- Deodorant, fig & neroli, aluminium-free
- Format
- Motion graphics
- Made by
- Focalvero, for a fictional brand. Concept, production and edit are ours; nothing here is a client.
- Frame
- 9:16 · 10.4 s · silent cut
- Brand on screen
- from frame one (frames sampled every 0.5 s)
- Tools
- Made with Higgsfield · edited by Focalvero
01 · Brief
Natural deodorant is a category of near-identical sticks and ingredient lists. This cut sells the feel instead: every frame is texture, and two supers (Falls different, Soft touch) do the talking with the sound off.
02 · Hook: the thumb-stop
Frame one is a furry hand lifting the stick out of a bed of purple pom-poms: texture before claim.
03 · Angle
Tactile macro film: fur, lilac and pink kinetic type turn “aluminium-free” into a feeling you can see.
04 · Structure, beat by beat
- Hook · 0.0–1.5 s
A furry hand lifts the stick out of purple pom-poms: texture before claim.
- Problem / setup · 1.5–3.4 s
“FALLS DIFFERENT”: the stick drops through the frame.
- Texture · 3.4–7.8 s
Cap macro, a rim-lit silhouette, fur in extreme close-up: the “soft” claim made visible.
- Claim · 7.8–9.2 s
Claim super “SOFT TOUCH” over the label (aluminium-free · fig & neroli).
- Pack shot · 9.2–10.4 s
The stick lands in the fur: pack-shot end, no line.
Not in this cut: an offer. In a Sprint the offer (price, bundle, guarantee) is a test variable: a 1.5 s card swapped in before the end frame.
Timings from measured scene cuts; ≈ = read from frames. Turn on Ad anatomy to watch the beats on the player.
05 · What we'd test first
- A
Opener: the fur lift against the falling stick as frame one, judged on 3-second views per impression.
- B
Claim: SOFT TOUCH against the ingredient line (aluminium-free · fig & neroli) as the end super, judged on hold to the end.
06 · What a Sprint does with it
- Thumb-stop first. The first 1.5 s decides whether anyone sees the rest. In a Sprint we cut alternative openers onto a master like this and let the account pick, instead of arguing about taste.
- One master, many exports. A master like this is exported in the hooks, ratios and lengths the brief fixes (up to 12 files across all six masters in a Sprint), captioned and named for your ad account.
- Ahead of creative fatigue. The read-out names the next three angles, so the following round is planned before frequency climbs on the winner.
- Judged on CAC, not on likes. Each cut has a hypothesis and a kill rule; when you share account data, the day-21 read-out says which cut had the lower cost per acquisition in your numbers and which one lost.
07 · Three frames
20 % · 00:02 
50 % · 00:05 
80 % · 00:08
Made with Higgsfield · edited by Focalvero