New Creative Design

Concept study · not a client project

HUSH, “Hold It”

On the most important date of his life, Dale has exactly one problem. HUSH has exactly one solution.

Concept spot for an invented brand · a 30 s comedy commercial

30 s spot + 6 s outro16:9Sound on

01The brief and the idea

One problem. One pill.

The brief: a 30 second launch spot for a pill nobody wants to talk about, made for US social and pre-roll. It has to be funny enough to share and polished enough to trust.

So we shot the joke like a perfume ad. A first date in an old-money steakhouse. Dale is holding something in, and it gets out of hand: he’s stuck to his chair, the waiters form a tug-of-war chain to free him, and the release clears the room. Dr. Hush steps in with one blue pill, a napkin tornado does the rest, and the date ends in a kiss to a standing ovation.

Let love be the only thing in the air.

Physical comedy, an ensemble and a transformation beat, with every character the same from shot to shot. It closes on the HUSH outro: the pill lands and becomes the dot in the wordmark.

Concept, script, cast, identity, motion, edit, sound and voice by New Creative Design.

02Frames

Ten moments, one very long dinner.

  • The hook: Dale at the host stand in a burgundy velvet tuxedo, hand on his stomach, eyes wide, the steakhouse behind him.
    01The hook
  • His date, Vanessa, in a green dress at a candlelit table, a glass of red wine in hand.
    02Vanessa
  • Waiters and a diner in a tug-of-war chain, pulling Dale out of his chair across the dining room.
    03The chain
  • Close on Dale, eyes shut, cheeks flushed, in sweet relief.
    04Relief
  • The release: napkins and menus blasting across the dining room, diners thrown back in their seats.
    05The blast
  • Dr. Hush, in a white coat over a green dress, offers Dale a small tin as napkins drift down.
    06Dr. Hush
  • A tornado of white napkins spins where Dale was standing.
    07The napkin tornado
  • Dale, transformed, grins in his velvet tuxedo by the window.
    08After HUSH
  • Vanessa and Dale share a kiss at the table.
    09The kiss
  • The whole staff cheers with arms raised as napkins fall, the couple at the centre of the room.
    10The ovation
  • The HUSH end card: the wordmark with its sky-blue pill dot, NO-FART PILLS, and the line Let love be the only thing in the air.
    11The end card

03The cast and the set

An original cast, the same in every shot.

Every character is designed before a frame is made, front, side and back, so they hold up from the wide to the close-up. Your cast, your set and your product go through the same system.

Character sheet for Dale in a burgundy velvet tuxedo and bow tie, shown from four sides.
Dale, at the start of the night
Character sheet for Dale after the transformation, in the same burgundy tuxedo, shown from four sides.
Dale, after the napkin tornado
Character sheet for Vanessa: red hair in a bun, a green satin dress, full length and close portraits.
Vanessa, the date
Character sheet for Dr. Hush: dark hair pulled back, black glasses, a white coat over a green dress, from five angles.
Dr. Hush, the brand’s spokesperson
The empty steakhouse set: wood panelling, brass lamps, white tablecloths, red leather booths and tall windows onto a rainy street.
The set: one steakhouse, locked for every shot

04Made to your brand

One gag, your product.

The film is the template. Your product, your cast and your voice go in, and it ships as the ad cut, the brand cut and the short versions your channels need.

The 30 s ad cut, without the outro
The HUSH tin floating above a sky-blue splash on a black mirror, blue pills and red petals in the air.
Campaign still: the product
Vanessa in a steakhouse booth holding a blue pill to her lips, the open HUSH tin and a candle on the table.
Campaign still: the moment

  • Your product in the story

    Your pack, your pill or your product is the hero of the payoff, from the first shot to the outro.

  • Your cast, locked

    Original characters designed for your brand and kept consistent across every spot.

  • Your voice and your markets

    Script, voice-over and language versions for each market.

  • A cut for every placement

    30 s, 15 s and 6 s versions, in widescreen, square and vertical.

05Your brand persona

Lifelike, and always on brand.

Dr. Hush is the brand’s spokesperson: a lifelike persona with a human feel, ready for regular social and marketing. An original AI-generated persona, made for your brand.

The Dr. Hush persona sheet: a white coat over a green dress, black glasses, from five angles.
The persona bible, page one: the look, locked
  • Dr. Hush offering the HUSH tin in the steakhouse.
    In the film: the offer
  • Dr. Hush beside the napkin tornado.
    In the film: the tornado
  • The HUSH tin, open on a sky-blue pill, and a hand with red nails holding a pill.
    With the product

Why a brand persona works

  • Recognition. A spokesperson people come to know.
  • Known in feeds at a glance. Your posts read as yours before the logo shows.
  • No reshoots. The likeness is locked.
  • Every season, market and format. The same persona throughout.

What the brand gets

  • A persona bible: look, wardrobe, voice, do and don’t.
  • A locked likeness for stills and short video.
  • A monthly social set: posts and short clips in your brand’s voice.
  • The same persona in ads, launches and seasonal campaigns.

Ask about a brand persona

06The logo outro

Your logo, in six seconds.

The pill drops in and lands, HUSH types on beside it, the line follows, and the pill shrinks into the dot after the wordmark. The product becomes the punctuation.

Icon sting, 16:9
Icon sting, 1:1

Sold on its own: a 6 s 3D logo outro and 2.5 s icon stings for social.

07Brand kit

What you keep.

At handover the brand is yours to run without us: the pack, the files, the colours, the type and the rules for using them.

The HUSH tin in three views: closed with the embossed wordmark, open on a sky-blue pill, and a pill held between red-nailed fingers.
The pack
HUSH horizontal lockup in ink on a light ground: the wordmark, the sky-blue pill dot and NO-FART PILLS.
HUSH horizontal lockup in white on ink, the pill dot still sky blue.
  • Sky pill#8EC5EE
  • Silver#C9CED4
  • Tin#9AA1A9
  • Ink#14171C
  • Bone#F3F5F7
  • Nail red#C8262E

Type

Outfit for the wordmark and descriptor, Newsreader italic for the tagline only, DM Mono for spec text. All three SIL Open Font License 1.1.

Rules

  • One pill, many jobs. The same sky-blue oval is the dot after HUSH and, upright with its H, the icon.
  • One blue object per frame. The pill or the dot, never both competing.
  • Red is a whisper. Nail red for one detail only, and it never touches the sky blue.

You get

  • Icon, wordmark and lockups, SVG and PNG, light and dark
  • Favicon and the animation-ready icon parts
  • Colour and type tokens
  • The pack design and two 4:5 campaign stills
  • The 3D logo outro and the icon stings
  • A one-page brand guide

08Your brand next

A spot like this, for your product.

Comedy commercials, character-led launch films and logo outros, made to your brand and cut for every placement.

Start a project