Koncept, art direkcija, AI produkcija, montaža, sound dizajn
Format
9:16, 1080×1920, ~13s
Alati
Higgsfield (Seedance, Nano Banana Pro), ElevenLabs, Figma, Adobe Premiere Pro
Studio
ArtexYU
Zadatak
Vežba koju sam sam sebi zadao, u najkonkurentnijoj DTC kategoriji — dodaci za san. Maluhia je izmišljen brend napravljen za ovaj rad: nema klijenta, nema podataka iz kampanje.
Direct-response reklama sa problemom, mehanizmom, rezultatom i ponudom, montirana da drži pažnju na telefonu. Publika: žene od 30 do 45 godina koje se bude u tri ujutru.
Ideja
Hook je sat, ne proizvod. Žena leži budna, telefon na čaršavu pokazuje 3:47. Ne 3:00 — okrugao broj se čita kao napisan, dok se ovo čita kao stvarna noć. Ko ima taj problem, prepozna ga u prvoj sekundi, bez reči objašnjenja.
Odatle reklama vodi jedan jedini argument: nije stres, nego magnezijum.
Kadar
Tekst
1
Budna, 3:47
3:47 AM. Again.
2
Nervni sistem još radi
Your nervous system never switched off.
3
Kapsula se otvara, prah pada
Magnesium glycinate.
4
Spava, jutarnje svetlo
Asleep by 11. Still asleep at 6.
5
Bočica, crno
40% off your first bottle
Četvrti kadar zatvara krug koji je hook otvorio — ista žena, isti krevet, hladno plavo zamenjeno toplim jutrom. Naracija tu potpuno prestaje. Posle tri rečenice zaredom, upravo ta tišina daje kraju snagu.
Generatori kvare tekst. Rešenje je prestati da ga tražiš od njih.
Izrada
Prvo slike, pa pokret
Svaki kadar je prvo generisan i odobren kao fotografija, pre nego što je išta renderovano u pokretu. Lica su mesto gde AI video pada, a odobren frejm je jeftiniji od propalog klipa. Za kadar sa kapsulom zaključani su i početni i završni frejm, da se otvaranje desi tačno kako je zamišljeno.
Sav tekst ručno
Sat sa iPhone ekrana napravljen je u Figmi i uglovno prikovan na ekran; svi titlovi su pisani u Premiereu. Ništa što se vidi na ekranu nije napisao model.
Kadar sa kapsulom pao je dva puta
Na četiri sekunde model je razvukao celu radnju kroz klip i ostao bez vremena nasred pucanja. Produženje na osam sekundi i pomeranje razdvajanja na početak prompta rešilo je problem.
Senka koja prelazi preko lica
Prvi pokušaj kadra sa spavanjem dao je svetlo koje putuje preko lica. Izričito zaključavanje osvetljenja u promptu i traženje jednog malog pokreta, kao da se namešta u krevetu, rešilo je to.
Jedan sloj zrna preko svega
Pet kadrova iz tri različita modela, svaki sa svojim potpisom šuma. Jedan prelaz zrna preko cele reklame — uključujući titlove — spaja ih u jedan materijal.
Gde se pušta
Plaćeni oglas na Meti i TikTok-u, ka hladnoj publici koja brend ne poznaje. Trinaest sekundi, vertikalno, radi i bez zvuka. Hook u prvoj sekundi, jedan argument, jedna ponuda — materijal iz kojeg se lako vade kraće verzije i nove varijante hooka.
Samoinicijativan koncept. Maluhia je izmišljen brend. Sav materijal je AI-generisan, u reklami se ne pojavljuje nijedna stvarna osoba i nijedna tvrdnja nije predstavljena kao svedočenje kupca.
Glycinate
Maluhia magnesium glycinate — concept ad
Role
Concept, art direction, AI production, edit, sound design
Format
9:16, 1080×1920, ~13s
Tools
Higgsfield (Seedance, Nano Banana Pro), ElevenLabs, Figma, Adobe Premiere Pro
Studio
ArtexYU
The brief
A self-set exercise in the most competitive category in DTC: sleep supplements. Maluhia is a fictional brand created for this project — no client, no campaign data.
A direct-response ad with a problem, a mechanism, a payoff and an offer, cut to hold attention on a phone. Audience: women 30–45 who wake at 3 a.m.
The idea
The hook is a clock, not a product. A woman lies awake, phone face-up on the sheet reading 3:47 AM. Not 3:00 — a round number reads as written, an odd one reads as a real night. Anyone who has that problem recognises it in the first second, without a word of explanation.
From there the ad runs a single argument: it isn't stress, it's magnesium.
Shot
Line
1
Awake, 3:47 AM
3:47 AM. Again.
2
Nervous system still firing
Your nervous system never switched off.
3
Capsule splitting, powder falling
Magnesium glycinate.
4
Asleep, morning light
Asleep by 11. Still asleep at 6.
5
Bottle, black
40% off your first bottle
Shot four closes the loop the hook opened — same woman, same bed, cold blue replaced by warm morning. The voiceover drops out entirely there. After three lines back to back, the silence is what makes the payoff land.
Generators mangle text. The fix is to stop asking them for it.
Execution
Stills before motion
Every frame was generated and approved as a still before any clip was rendered. Faces are where AI video fails, and an approved frame is cheaper than a failed clip. Start and end frames were locked for the capsule shot so the split happened exactly as designed.
All type built by hand
The iPhone clock was built in Figma and corner-pinned onto the screen; every caption is set in Premiere. Nothing on screen was written by a model.
The capsule shot failed twice
At four seconds the model spread the whole action across the clip and ran out of time mid-crack. Extending to eight seconds and front-loading the separation in the prompt fixed it.
A shadow crossing her face
The first sleeping shot had light travelling across the face. Locking the lighting explicitly in the prompt and asking for one small settling movement solved it.
One grain layer over everything
Five shots from three different models each carried their own noise signature. A single grain pass across the whole spot — captions included — pulls them into one piece of footage.
Where it runs
A paid ad on Meta and TikTok, aimed at cold audiences who don't know the brand. Thirteen seconds, vertical, sound off by default. Hook in one second, one argument, one offer — built to be cut down, re-hooked and tested as a set of variants rather than run as a single film.
Self-initiated concept piece. Maluhia is a fictional brand. All footage is AI-generated, no real person appears in this ad, and no claim is presented as customer testimony.