The Challenge
Spongeables makes “body wash in a sponge” products that are built to feel premium, simple, and giftable—cleanse + exfoliate + massage + moisturize in one. Their Skinutrients line leans into “feed your skin” messaging with fruit/veggie-inspired scents and a sponge that lasts for 20+ washes. () This project wasn’t about making one pretty video. It was about building a high-volume content engine the brand could use everywhere: PDPs, paid social, organic social, and marketplaces—fast.
The Goal
E-commerce lives or dies on clarity and speed: • Show texture and “lather moment” instantly • Make benefits obvious without feeling like an infomercial • Create enough variations to support multiple products/scents, multiple placements, multiple ad angles…without turning production into a month-long ordeal. • Create scroll-stopping product beauty (the “I need that” feeling) • Produce a modular library (mix-and-match footage that stays useful for months) • Deliver volume: multiple hooks, multiple lengths, multiple placements • Keep everything consistent: lighting, framing, brand tone, post pipeline
The Creative Approach
I treated these like product “mini-stories,” not generic packshots: • Tactile first: foam, squeeze, texture, water, hands, skin contact • Benefits baked in: exfoliation + cleanse + moisturize + “spa at home” vibe • E-commerce framing: clean compositions, readable labels, satisfying closeups • Built for performance: quick openers, tight pacing, clean supers, cutdown-ready structure
Production Highlights
24 videos delivered in 3 shoot days. We built the schedule around speed without sacrificing quality: • A repeatable lighting + camera setup • A standardized “moment checklist” per product (hero, lather, texture, rinse, payoff) • Versioning designed into the shoot (alternate hooks + angles captured intentionally) Deliverables: • Product videos for PDP / Amazon-style placements • Short-form cutdowns for paid social + organic • A reusable b-roll library (texture, water, foam, hands, hero packshots) • Multiple variations per product so creative doesn’t fatigue immediately
Behind the Lens
My role was Executive Producer/Director owning the full pipeline end-to-end: • Creative direction + shot strategy (what will sell, where it will live, what variations we need) • Pre-pro planning (shotlists, schedule, props, product handling, locations, timing) • On-set direction (performance, hands, product moments, efficiency) • Post system (edits, versions, naming, deliveries, handoff structure) • Stakeholder communication (keeping approvals clear + moving fast)
The Impact
Instead of one-off assets, Spongeables walked away with a content library, high-quality, platform-flexible footage they could keep repurposing across launches, ads, and always-on content. This is the difference between “making a video” and building a media system.
