Trust is the hardest thing to manufacture in an ad. The format is the reason nobody believes it. Anything a brand says about its own product gets discounted on arrival.
This concept gives the argument away. The review is the headline and the product is the evidence under it. The brand appears as the label on the waistband and nowhere else.
03The innovationA new way to show the product that has not run before
The quote sits at headline scale and headline weight. That is the whole move. The piece is built from the review and the product underneath is the evidence for it. The stars and the first name sit below at reading size. They read as attribution and stay quiet. Three ran with the quote as the only thing that moved.
04Storyboard and productionThe messaging and copy strategy for the piece
The crop pulls back to make room for the call to action. The quote holds its reading weight.
04Storyboard and productionThe hook and the scroll stopper that has to survive the first second
A different job in the same house. The badge is the scroll stopper. Where it sits is decided by what it would otherwise cover.
Where this goes now
My builds put real evidence where the claims would go. A sentence I write about my own work is worth less than a thing a reader can check.