Myli — a seventh-birthday campaign teaser

The brief

Myli was turning seven. Brand birthdays are one of the easiest briefs to get wrong, because the obvious execution — a number, a sale, some confetti — is about the company congratulating itself, and an audience has no reason to care about that.

The idea

Make the anniversary feel like an occasion the viewer is invited to rather than a milestone they are being informed of. The seven is present, but it is not the point of the film.

What we made

A vertical teaser built for the feed. Short, front-loaded, and cut so the idea survives being watched at speed with the sound off — which is how most of the audience will meet it — while still rewarding anyone who turns the sound on.

Craft notes

Vertical framing gives you height and takes away everything else. There is no room for a wide establishing shot, so context has to be built through cuts rather than composition, and anything important has to sit in the middle third where no interface element will land on it.

We do not decorate a business. We give it a world to stand in.