Work

Proof, not portfolio theatre.

Sixteen pieces: three spec ads we made unasked for real brands, twelve concept films for fictional brands (one of them in two cuts) and one concept built in code. Watch them the way your buyers will: in a feed, sound off, hook first.

Original illustrated Balm Nº01 jar with precise cobalt packaging

Original fictional-product demonstration

Product clear.
From frame one.

Personal care and drinks: inspect original concepts, compare different openings, watch the compact reel and download the actual files.

Watch and compare

Original illustration and AI-still motion · fictional products · no client result.

Hook Lab

16 of 16

Concept case · not a clientCapsule: one master, eighteen versions, a Sprint walked through →

Spec work · not commissioned by or affiliated with Little Caesars, Poppi or Comvita. Trademarks belong to their owners.Concept · fictional brands · made with Higgsfield. The Cup is built in code.Every piece is labelled. Spec ads are made unasked for real brands; concepts use fictional ones.

External reference films: SKNCEL / Parkville, produced by Squirrel Studio

Results

Focalvero’s own pieces shown here are spec or concept, with no client results claimed. Here’s what we measure in a Sprint: hook rate, hold rate, CTR, CPA vs control.

  • Hook rate3-s views ÷ impressions
  • Hold rateThruPlays ÷ 3-s views
  • CTRoutbound clicks ÷ impressions
  • CPA vs controleach cut against your current best ad

Hook Lab · 0–1.5 s

Every hook, side by side.

The first 1.5 seconds are the only part of an ad everyone sees. These are the openings of all sixteen video cuts, playing in sync. Pick the ones that stop your thumb, then tap for the whole case.

  1. Spec · Little CaesarsA fisheye macro of bubbling pepperoni
  2. Spec · PoppiTennis-ball fuzz at macro distance
  3. Spec · ComvitaThe brand's C built from glossy honey, glass and black ribbons
  4. Concept · Velvet Pine CreameryA macro of yellow felt with the brand printed on it
  5. Concept · Rosehip Morning SocietyThe pouch mid-tumble through pink inflatable letters against a hard blue sky
  6. Concept · Juniper Moon ProvisionsA macro of the pouch type under the super “Small Batch, Big Flavor”
  7. Concept · Ame KazeA thin stream of tea pouring into a glass dish between two leaves
  8. Concept · lume.A furry hand lifting the stick out of a bed of purple pom-poms
  9. Concept · hooplaThe can spotlit against the sun on top of a red shipping container
  10. Concept · Sunroom Botanical BodyA slow pour from an amber bottle neck in low sun
  11. Concept · plipAn amber gel macro full of bubbles
  12. Concept · Room Tone CandleworksA repeating array of black candle jars
  13. Concept · Common Table KitchenA macro of thick tomato sauce
  14. Concept · Common Table KitchenThe can label in close-up
  15. Concept · UnbrandedA hand holding the wallet open as a stack of cards fans out
  16. Concept · KOThe KO mark filling a white app tile

Clips are the first 1.5 s of each cut, silent.

External creative references

SKNCEL.
Three product films.

Produced by Squirrel Studio for Parkville. These SKNCEL films are visual references, presented separately from Focalvero’s own spec and concept work.

View the original campaign and credits

Cream Gel

SKNCEL / Parkville
Production: Squirrel Studio

Open Cream Gel on Vimeo

Clarifying Serum

SKNCEL / Parkville
Production: Squirrel Studio

Open Clarifying Serum on Vimeo

Back AC Spray

SKNCEL / Parkville
Production: Squirrel Studio

Open Back AC Spray on Vimeo

References, separate from Focalvero’s spec and concept films above. No client relationship, endorsement, results or rights transfer is implied. Player unavailable? Each film has a direct Vimeo link.