Creative | Director

How do you sell a product online when the audience can’t actually pick it up or try it?

For Cif Cream Spray, I wanted to make it feel as close to hands-on as possible. The ads were built for e-commerce, so they needed to work without relying on language. I leaned into a simple idea, show not tell.

Using a POV camera, we put the viewer right in the action. Tight, close-up shots show the product in use across different surfaces, with clear on-screen text reinforcing the key points without getting in the way.

The focus was on keeping everything quick, satisfying and easy to follow. No over-explaining, just clean, direct visuals that show exactly what the product can do, leaving everything looking, and feeling, properly squeaky clean.