Index

Image / advertisement

Muck Everyday Wash

A wash that argues against the entire category it sits in. Submitted to Filmsupply EditFest as an advertisement, and written as a manifesto.

Year
2025
Kind
Image
Role
Concept, art direction, generative production, edit
Frames
16:9 film, product stills

The format problem

For dirty-free dogs.

Every product in this category sells a dog that smells like dessert. Muck sells the mud instead, which means the packaging has to survive being photographed inside it.

The Muck Everyday Wash bottle photographed head-on inside a symmetrical crown of brown mud splashing outward against a black background.
Hero / impact
The same bottle half-buried at an angle in a shallow pool of mud, lit from above against black.
Hero / landing
A muddy dog's paw pressed against the mud-covered bottle as it tips over into a puddle.
Paw / endorsement
The bottle standing in mud with a set of wet paw prints running down the front label.
Label / paw prints
Front label of the bottle under thick mud, reading Everyday Wash, muck, and For dirty-free dogs with dirty-free struck through.
Front label
Back label of the bottle, mud-flecked, carrying the product copy and the line Tested on animals. They love it.
Back label
The bottle is never clean in a single frame, because a clean bottle would be selling the opposite product. Even the strikethrough is on the label: dirty-free is crossed out before the customer can ask for it.

Open the work

Published film YouTube / Dogs Are Not.. EditFest submission Filmsupply / advertisement

Structure

Dogs are dogs.

The film is a list. It spends four lines naming what a dog is not, then gives the rest of its length to what a dog is.

  1. Act I

    Dogs are not

    Toys. Princes and princesses. Handbag dolls.

  2. Act II

    Dogs are not

    Lavender, chamomile, vanilla, blueberry muffins.

  3. Act III

    Dogs are dogs

    Let them roll in muck. Let them smell like true dogs.

How it was built

Pipeline.

The manifesto was written first and everything else was cut to it, including the packaging.

Write

The copy came first; the film was cut to the list rather than the other way round.

Generate

Bottle, label, and mud states generated as one consistent product set.

Edit

Cut for Filmsupply EditFest under the advertisement category.

Export

Landscape master for the festival, packaging stills for the campaign board.