A coffee brand invented on a Friday morning, sold by a man in a pink leotard by Friday night.
A coffee brand that thinks relaxing is overrated, sold by a wrestler in pink who ends up coming through the studio wall.
The show itself, with its studio, sign and two hosts, then the brand, the bag, the wrestler and every shot of the advert.
Fake Brand Friday is how I find out what a new model does in practice, so I know what it can do before a client asks.
Louder Coffee was the first Fake Brand Friday. The brand, the packaging, the talent and every shot were generated in a day, and the talent is a man in a pink leotard.
The series is how I find out what a new model does in practice.
The process
These are the real sheets, plates and frames from the project, with the versions that didn't make it next to the ones that did. I've kept the prompts to myself.
Louder Coffee was the first episode, so it's also where the show was built. The studio, the sign on the wall and the two hosts were made on the first afternoon, and the brand, the bag, the wrestler and every shot followed the next day.
The sign
Artwork
In the filmThe set
In the filmLouder Coffee is a coffee that thinks relaxing is overrated. Its line is ‘Why chill?’ and the badge on the bag says ‘100% Not Relaxing’. I tried a type-only version, an O full of pink teeth and a mouth on its own before the open mouth went into the O of Louder.
The bag went through a matte version, a tin and a metallic foil before the pink and yellow bag that sits on the desk between the hosts.
Three that lost, and the one that made it
In the filmThe wrestler carries the advert. I tried one with a curly mullet and a title belt first, then settled on the moustache, and there's a version of him on green as well. The hosts went through a couple of options each.
More sheets
Not usedSelling the coffee
The first option had a curly mullet, a title belt and pink boots. The green version is the same man in the same pose.
The wrestler in the film
The hosts
In the filmOnce the bag's been introduced, the wrestler goes out into the world, and then he comes back for the studio. These are frames from the finished film, in order.
The stills are GPT Image 2 and Grok Imagine and the motion is Seedance 2.0, with two shots upscaled, all inside Scenario.
That's one Fake Brand Friday. A client advert goes through the same stages.
Keep watching
The launch film for Pineapple, built around the lore instead of the product sheet.
A brand pitch delivered as a film, made to be watched instead of clicked through.
A boy, his mum and a homemade burger, then the grown-up version on his own in a Burger King.
Start here
Pick what fits and I'll get an email with the gist. I reply to every one, usually the same day.
