Five Star Water Filter —Campaign
My role
- Strategy & customer interviews
- Art direction
- Social media design
- Video ads & AI presenter
- AI product scenes
Year
2026
Discipline
Scope
Social media · video ads · website
Tools
Five Star makes under-sink water filters for homes in London. The product was good, but nobody felt they really needed it. So before designing anything, we listened.
The problem
The campaign couldn’t show that the product was genuinely necessary. The old posts led with prices, ribbons and discounts: they said what the filter cost, not why anyone should want one.
Old posts and the 2026 campaign — drag to compare
Listening first
We listened to existing customers and interviewed them. Around 90% were happy, and they told us exactly why: they don’t carry water home anymore, they actually enjoy the taste of tap water, and their kettles no longer fill up with limescale.
Those three answers became the campaign.
Proof you can see
A TDS meter tells the story in numbers. London tap water reads around 330; Five Star water, under 20. Some bottled waters bought from the supermarket even read the same as the tap.
Once these numbers were used everywhere — in the videos, the posters and across the campaign — the problem was solved.
The test, on video
In the video ads the meter goes into a glass of tap water, then into a glass of Five Star water, and the number does the talking.
Real product, AI scenes
The product was photographed professionally first. Then the scenes were built with AI: designed backgrounds, a warehouse feel for the product shots, and homes and kitchens for the stories — always starting from the real unit.
A presenter without a recording session
For the video ads we needed a presenter, without booking a single recording session. Photos were taken from the front and the back, an avatar was built from them, the voice was cloned with ElevenLabs, and the presenter reads whatever script the campaign needs.
The same story runs across the website, social media visuals and the video ads.
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