Squeeze & Pop

Directed by Shawn Hernandez

Two things to land in thirty four seconds. That the product is easy to use, and that it makes the smoke taste better.

That is a demo, not a story, so the writing got out of the way. No setup, no character, nobody talking. Squeeze the filter, it pops, take the hit. The mechanic is the entire promise, so the shortest route to it is a hand doing the thing on camera and the trust that a person can count to two.

Flavor is the harder half, because you cannot photograph taste. It comes off the camera instead. The move pushes in on the filter at the moment it goes, so the release reads as something happening rather than something claimed. That was the DP's execution and it is what carries the back half of the spot.

Two seconds to use. Thirty four to sell it. Nothing in it is written, and that was the writing.