Fuel up
Conversion ad for an energy bar, fitness target 18–35.
Brief
Brand awareness ad for the launch of an energy bar. Goal: create curiosity through highly relatable, funny characters who don't understand each other, only to reveal it's an energy bar commercial.
How you can use it
Spots like this are used in the acquisition phase against cold audiences. The 16:9 format is ideal for YouTube pre-rolls, Connected TV and general web broadcasting. It also works as creative for A/B tests: 3 variants on the same concept to find the best-performing hook.
Generative AI in this video
AI generation provides total control over model casting and character design, crafting them exactly as envisioned. The result is a hyper-focused attention on the product with pristine visual clarity.
Brand awareness ad for the launch of an energy bar. Goal: create curiosity through highly relatable, funny characters who don't understand each other, only to reveal it's an energy bar commercial. Spots like this are used in the acquisition phase against cold audiences. The 16:9 format is ideal for YouTube pre-rolls, Connected TV and general web broadcasting. It also works as creative for A/B tests: 3 variants on the same concept to find the best-performing hook.
Campaign strategy
This case study documents how kiricù shapes a spot 30" for the sport sector: the video needs a readable hook, a clear product or category role, and enough room for captions, thumbnails, cut-downs and channel adaptations. The goal is not only to show a polished scene, but to create an asset that can live across paid media, organic social, landing pages or sales decks without losing clarity.
Creative direction
Creative direction is led by Filippo Tubino, founder and creative director of kiricù. Each video starts from the brief, audience, media context and delivery constraints; from there, three possible directions are developed and the strongest balance of memorability, production speed and commercial usefulness is selected. Generative AI accelerates casting, environments, scenes and iterations, but narrative responsibility stays human.
Delivery and variants
For an asset like Fuel up, the master is planned together with its variants: vertical or horizontal crops when needed, shorter retargeting cuts, clean frames for social previews and files optimized for the distribution channel. This reduces the risk of rebuilding creative after approval and lets the marketing team test messages, durations and hooks without reopening a traditional set.
What to evaluate
The success of a spot 30" is not only visual quality. What matters is how quickly the promise is understood, how well the idea fits the sport audience, whether the video reads without audio, how easily variants can be extracted and whether the first frame is clear. Those are the signals that make content useful in real distribution, not only in a portfolio presentation.
Before production
Before starting a similar project, kiricù clarifies the offer, mandatory claims, available brand assets, target market, priority channels and any legal or product constraints. This step prevents unnecessary revisions and makes it clear which scenes should be generated, which elements should be composited from real materials and which final formats the media plan actually needs.