Mock & Proper: “Impeccably Improper”. A 35-second vertical spec ad for a low- and no-alcohol fine wine & spirits brand. The idea plays proper against improper. Slow gold serif type and elegant pours carry the “proper” lines (“Proper craft.” “Proper ingredients.”), then tilted, bouncy coral type breaks the mood (“Improper manners.”). It builds to a record-scratch freeze on a laugh, “Wait… where’s the hangover?”, and lands on a gold logo lockup with a light sweep. Edited and animated in After Effects, with one cinematic grade, film grain, a jazz bed ducked under the voiceover, and SFX timed to the beats: needle drop, pours, clinks.