MurkCold Brew Concentrate
Pour decisions
Studio demo. A stylised product film that makes the ratio the hero: one part Murk, three parts whatever you like.
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- Format
- Stylised product film4:5 portrait
- Duration
- 12 seconds0:12
- Demo assets
- 12s illustrated film, 4:5
- 3 supporting still frames
- Demonstration format
- Code-rendered animation
The creative question
How do you make a concentrate feel easy instead of like a chore?
Who it's for
People who already buy café cold brew, but assume a concentrate means measuring, mess and a drink that comes out too strong.
The idea and the hook
Make the ratio the hero. One part Murk, three parts anything turns “concentrate” into a simple, flexible habit.
The bottle lands with a thud and the line “Pour decisions.” within the first second.
The demo creative approach
We storyboarded a single glossy pour as the visual anchor, then built a three-glass sequence so the viewer sees the same ratio working with milk, tonic and water. The bottle and liquid were drawn in a consistent art direction, then edited to a tight rhythm with a type system that keeps every instruction readable on a phone.
Development
Three frames that carried the decisions, in the order they appear in the film.
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Hook frame. The product arrives before the line. -
The pour establishes the ratio visually. -
End card keeps the brand and the instruction together.
Disclosure
Who the work was made for and how it was produced are separate facts, so we state them separately.
- Relationship
- Studio demo
An illustrative creative concept for a fictional product, not client work or a brand commission. Client work is kept private under NDA.
- Production
Code-rendered animation for a fictional product demonstration.
Same question, different product?
Start an enquiry with Pour decisions attached as a reference. You can remove it at any point. It gives us context for the conversation; it isn't a promise to recreate this piece.
Attaches as a reference
Murk · Pour decisions