New Creative Design

Concept study · not a client project

Minim, “Last Call”

The one thing you still do for yourself, when you have nothing left. One drop is the dose.

Concept spot for an invented brand · a 15 s spot for US social

21.6 s with end frame1280 × 720Voice-over, sound on

01The brief and the idea

The last thing you do before the lights go out.

The brief: a 15 second product spot for a face serum, made for US social feeds. No claims, no before and after. One serum, one person, one moment.

The insight is small and true. When a day has taken everything, there is still one thing you do for yourself. We follow one woman from a 4:07 a.m. elevator ride to a dark bedroom, and the product only appears when she needs it.

One drop is the dose.

The film ends on the brand: a wordmark whose two drops are the i-dots, “Face serum · 30 ml”, and a quiet voice-over.

Direction, character, product, edit and sound by New Creative Design. Made with an AI-assisted production pipeline, finished by hand.

02Frames

Six moments, one night.

  • A tired woman in a plaid shirt stands alone in a dim steel elevator under a ceiling light, eyes closed.
    014:07 a.m.
  • The same woman at a white bathroom sink beside a window, rubbing her eyes, her reflection in the mirror.
    02The smear
  • Macro shot of a glass dropper with one serum drop about to fall, her blurred face behind it.
    03One drop
  • Close portrait of her eye and cheek as she presses a fingertip to her skin, a glossy serum drop on her cheekbone.
    04The dose
  • Profile of her face in warm window light, eyes closed, hand resting against her cheek in relief.
    05First light
  • A bedroom in blue evening light: she lies asleep under a linen duvet, the small serum bottle on the bedside table.
    06Lights out

03Product and brand

A bottle you can hold in one hand.

A frosted 30 ml dropper, a plain label, one gold drop. The brand is built to disappear into the routine, not to shout over it.

Flat lay on pale travertine: the serum bottle, a white dish, a folded linen cloth and exactly three golden serum drops.
Flat lay: three drops, a dish, linen
Packshot of a frosted glass serum bottle with a white collar and black dropper bulb, label reading minim, on a light grey ground.
Packshot
Three-quarter view of the same frosted serum bottle showing the label and the ribbed white collar.
Three-quarter
A sunlit plaster room with a travertine plinth and the shadow of leaves falling across the wall.
Set and mood: the plinth room
Front view of the frosted serum bottle, a 3D packshot: white collar, black dropper bulb and the minim label facing the camera.
Front, 3D

04Made to your brand

One spot, every placement.

The film you see here is the template. Your product goes in, your brand wraps it, and it ships in the shapes your channels need.

End card in 16:9: the minim wordmark with two drops as the i-dots on a sand ground.
16:9
The same end card in a 1:1 square.
1:1
The same end card in 4:5 portrait for feeds.
4:5
The same end card in 9:16 full-height vertical for stories.
9:16
The frosted serum bottle on a white background with a blank label, ready to carry a client's brand.
Your label here: the same bottle, ready for your brand.

  • Your product, your label

    Your bottle and label swapped in, from packshots to the end frame.

  • Your palette and type

    Colour and typography set once and carried through every frame and card.

  • Your words, your markets

    Copy, voice-over and language variants for each market.

  • A cutdown for each placement

    Feed, story and CTV cuts, each in the right ratio and length.

05Your brand persona

Lifelike, and always on brand.

A consistent persona your brand can use across regular social and marketing: an original AI-generated persona, made for your brand.

Persona bible page: a full-length front view of an original persona in a plaid shirt and black trousers, beside a head-on portrait.
The persona bible: an original AI-generated persona, made for your brand
  • The character alone in a dim steel elevator, eyes closed.
    In the film: 4:07 a.m.
  • The same persona at a white bathroom sink beside a window.
    In the film: the smear
  • The same persona in profile in warm window light, hand against her cheek.
    In the film: first light

Why a brand persona works

  • Recognition. A persona people come to know.
  • Known in feeds at a glance. Trust builds post by post.
  • No reshoots. The likeness is locked.
  • Every season, market and format. The same person throughout.

What the brand gets

  • A persona bible: look, wardrobe, settings, do and don't.
  • A locked likeness for stills and short video.
  • A monthly social set: 12 posts plus 4 short clips, in your brand's voice.
  • The same persona in ads, product launches and seasonal campaigns.

  1. Design the persona

    Who she is, how she looks, where she appears.

  2. Approve the bible

    You sign off the look and the rules once.

  3. A monthly content drop

    Fresh posts and clips arrive on schedule.

Ask about a brand persona

06The brand sting

Your logo, in six seconds.

9:16
1:1
4:5

Sold on its own: a 6 s logo sting in every ratio.

07Brand handover kit

What you keep.

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

minim wordmark in ink on a paper background, the two i-dots drawn as drops.
minim wordmark in bone on an ink background.
Front label for the 30 ml bottle: wordmark, product name and volume on label paper.
Ink#111111
Sand#D6C7B1
Label paper#DAD5CA
Serum gold#E9D4A0

Type

IBM Plex Sans (Light for the wordmark) and IBM Plex Mono for spec lines and numerals. Both SIL Open Font License 1.1.

Rules

  • Clear space. Keep the height of one drop free on every side of the wordmark.
  • One gold drop. A single serum-gold drop per frame, never a pattern.
  • Gold is never text. It is a product colour only.

You get

  • Logo files, SVG and PNG, light and dark
  • Label master
  • Colour and type tokens
  • Social templates in 4 ratios
  • The sting in 4 ratios
  • A one-page brand guide

08Your product next

A spot like this, for your product.

Product commercials, UGC-style brand films and logo stings, made to your brand and cut for every placement.

Start a project