New Creative Design

Concept study · not a client project

UPRIGHT, “Just One Small Change”

Every “small change” moves her whole room. She never moves with it.

Concept spot for an invented brand · a 15 s surreal UGC loop with an end card, for short-form feeds

15 s loop + 4 s end card9:16 verticalCaptioned, works muted

01The brief and the idea

Revision fourteen, played straight.

The brief: a short-form spot for a brand and product design studio, made to be shared in creative feeds, not skipped. It has to land with the sound off and earn the rewatch.

Everyone who has worked with a client knows the line. So we made it physical: each click of “one small change” shoves, rolls or flips the whole room, and she stays perfectly still, deadpan, in the middle of it. On the third click everything snaps back, except her coffee mug, which is now on the ceiling.

Small changes. Zero chaos.

The room is already lurching on the first frame, so the hook works before anyone reads a word. Captions carry the joke muted: the client’s bubble, a revision counter that ticks up with every click, and her tired “…sure. One more?”. The last frame matches the first, so the loop plays again before you notice. The ad cut then closes on the UPRIGHT end card.

Idea, direction, captions, edit and sound by New Creative Design.

02Frames

Three clicks, one very calm creative.

  • A woman in glasses and a cream blouse at her desk, facing the camera, while the room behind her lurches sideways and her hair swings.
    01Click one: the room lurches
  • The whole room tilted at an angle around her desk, the framed prints and plant leaning, as she tilts her head to match it.
    02Click two: the room rolls
  • A wide look up: a red mug sits upside down on the ceiling, and she looks up at it from the bottom of the frame.
    03Click three: the mug
  • Close on the red mug upside down on a textured white ceiling, still full.
    04Still full
  • Back at the desk, the room level again, she gives the camera a tired half smile with her hand back on the mouse.
    05“…sure. One more?”
  • The UPRIGHT end card: a level with a red bubble above the wordmark, the line Small changes. Zero chaos. and Brand and product design studio.
    06The end card
  • The empty home office set: a teak desk with a laptop, mouse, pencil and red mug, a mesh chair, three geometric prints and a plant by the window.
    07The set, locked

  • The room moves. She doesn’t.

03Made to your brand

One joke, three cuts.

The film here is the template. Your audience’s running joke goes in, your brand wraps it, and you get a cut for organic posting, a cut for paid, and a clean master to caption again for every test.

  • The organic loop15 s, captioned, no logo
  • The clean master15 s, no captions, for new hooks
  • The ad cut19 s, closes on your end card

  • Your joke, your audience

    The line your customers already say to each other, made physical in the first frame.

  • Your captions, your type

    Kinetic captions on their own layer, set in your fonts and colours.

  • Hooks you can test

    Swap the opening caption for each A/B test without touching the film.

  • Post copy included

    Caption, comment prompt and the platform AI-label settings, ready to post.

04Your brand persona

Lifelike, and always on brand.

A proposal: give your brand a lifelike creator persona with a human feel, who can carry a running series in your feeds. An original AI-generated persona, made for your brand.

A persona look sheet on a white ground: a woman with long auburn hair and gold-rimmed glasses in a cream silk blouse and black pencil skirt, full length, beside a close portrait.
The persona bible, page one: the look, locked
  • The persona at her desk, deadpan, as the room lurches behind her.
    Deadpan
  • The persona looking up at the mug on the ceiling.
    The look up
  • The persona with a tired half smile, hand on the mouse.
    The line

Why a brand persona works

  • A recurring character. A series people follow, not one-off ads.
  • Known in feeds at a glance. Your posts read as yours before the logo shows.
  • No reshoots. New episodes without a new shoot day.
  • The same person across seasons, markets and formats.

What your brand gets

  • A persona bible: look, wardrobe, set, voice, do and don’t.
  • A locked likeness across stills and short video.
  • A monthly short-form set: loops, captions and post copy, in your voice.
  • The same persona in ads, launches and seasonal campaigns.

How it runs

  1. 1. Design the persona.
  2. 2. Approve the bible.
  3. 3. A monthly content drop.

Ask about a brand persona

05The end card

Your logo, in four seconds.

The brand’s promise, played as the mark’s own motion: the card arrives crooked, the bubble in the level finds the middle, and everything clicks straight.

  1. 0.0 sThe card lands tilted, the bubble off to one side.
  2. 0.3 sIt rocks, and the bubble slides across the level.
  3. 1.7 sA snap and a chime: dead level.
  4. 2.3 sThe line and the descriptor set in, then hold still.

Sold on its own: a 4 s animated end card, with sound or muted.

06Handover

What you keep.

Every file you need to post it, test it and run it again next month, without us in the loop.

Format

1080×1920 vertical at 24 fps, mixed for phone speakers and loudness-matched for feeds. Captions sit clear of the platform buttons at the top and bottom of the screen.

Rules

  • The hook is frame one. The joke reads before the first caption does.
  • Captions live on their own layer. Change the words, keep the film.
  • AI disclosure in the post, never on the frame. The platform label is switched on at upload.

You get

  • The organic loop, 15 s, captioned
  • The ad cut with your end card
  • A clean master without captions
  • The caption layer with transparency
  • The end card on its own
  • Key stills for covers and thumbnails
  • Post copy and a comment prompt

07Your brand next

A loop like this, for your audience.

Short-form UGC-style spots, kinetic captions and end cards, made to your brand and cut for organic and paid.

Start a project