REEL 07 — THE NEXT VARIANTEIKON ARTS · REEL 07 · 24 FPS
Reel 07 · Case — Motion Ads
The Next Variant
An FMCG launch, built as one product world: two ads with two different jobs, and the pack behind both. AURA is our own label — designed and produced in-house at Eikon Arts.
The brief we set ourselves
An FMCG brand doesn't have a film problem. It has a volume problem. Four launches a year — a flavour, a scent, a shade — each needing a social cut, a product film, a billboard, a poster. At a price that survives being multiplied by four.
The product here is a juice. It could as easily be a shampoo, a snack, a supplement or a skincare range. The category changes; the calendar doesn't — and neither does the thing that breaks first: the pack.
So we set ourselves the real brief. Build the pack once, hold it in every frame, and get an entire launch out of it.
Two films, two crafts
Not two cuts of one ad. Two disciplines for two places in the funnel — one built in a world, one built on a table.
SC.03A — The hyper-motion cutPaid social · 16:9 · 10s
Job: paid social and pre-roll. Ten beats in ten seconds — a strawberry bursting at the lens, a berry cyclone, the bottle racing through. Built to stop a thumb, and to survive being cut to three.
SC.03B — The pourProduct page · 16:9 · 10s
Job: product page, retail and email. Tabletop. A macro close enough to count the seeds, a pour caught mid-fall, a crown splash at the millisecond it opens. Surface tension, and light through liquid.
Type has to survive the move
A still holds its packaging text once. Reel 03 proved that. A film holds it in every frame — through motion blur, through a focus pull, at every scale. Then the next variant arrives with a different label, and it has to hold that too.
TYPE HAS TO SURVIVE THE MOVE — KEEP SCROLLING
PUSH-IN ×1.00
SC.04A — Ingredients and nutrition panelPackaging artwork
The test isn't the brand name. Anyone can render four large letters. It's the small type a brand is legally stuck with — an ingredients list, a nutrition table, a licence number, a storage line — and quietly assumes will come back wrong.
Intertitle
Anyone can render a pack. The test is whether the words on it still say what they said when you zoom in.
The pack, all the way around
Your pack is a system, not a mark. The front that sells, the panel that proves, the promise that gives it a voice — a range that only exists from the front isn't a range.
SC.06A — Three bottles, one turn apartPackaging artwork
The stills
Some frames are lifted out of Film 01, others produced for purpose in the same light. A hero that must hold at billboard scale is built for it — not scavenged from a cut.
SC.07A — The burstSC.07B — The cycloneSC.07C — The payoff
SC.07D — The heroProduced for purpose
Plates, or the whole thing
Clean plates are the default — composed with the copy area left open, so your team typesets to your own guidelines and changes an offer without calling us.
SC.08A — Campaign key visualArt-directed end to end
Your call which way we work. Plates for your team, or art-directed end to end — headline, claim architecture, lockup, product — ready for sign-off.
What a motion ad delivers
DEL 01
Paid social cut
A ten-second ad built to stop a thumb, with six- and three-second cutdowns.
DEL 02
Product-page film
A calm showcase for the gallery, retail screens and the launch email.
DEL 03
Every placement
Stories, feed, display, out-of-home, retail and print — cut or shot, whichever the frame deserves.
DEL 04
Campaign stills
Hero, detail and texture frames, finished at the resolution print actually needs.
DEL 05
Packaging artwork
Label and product-sheet artwork, kept as live files rather than flattened images.
DEL 06
Variant two
The world, the light and the label system already exist. Variant two runs on all of it.
The second variant is where this pays. The world, the light and the label system are built once. That is how a brand shipping four launches a year stops paying for four campaigns.
