A list-format UGC brief for a tinted SPF moisturiser. A presenter talks to camera while applying the product, and the structure is a courtroom: "3 reasons I gave up foundation" against "3 reasons I switched to this" — the old product's failures, the new product's answers, one per count. Hooks: "3 reasons I stopped wearing foundation at 42." / "Your foundation is ageing you. Your SPF shouldn't." / Open mid-application, one side done: "Left side: foundation. Right side: this." Script (40–48s): the three counts (cakes into lines / shade guessing / zero protection), each answered by the product (flexes with skin / self-adjusting tint / SPF built in), a personal beat about age and skin change, and honest urgency only if a real promotion exists. Format: 9:16, captions, close-up talking head in natural light with a half-face
comparison beat; woman 38–55, no-filter look. The SPF rating must be the tested label value, "self-adjusting" only if it's the brand's actual claim, and no anti-ageing promises. Iteration: the list skeleton becomes a series across primer, mascara and concealer — which reason leads is the test variable.
Spec brief — created as a portfolio sample, modelled on proven scaling ads. Not client work.
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