Case study

Tallow & Co

A balm that works but photographs like nothing at all.

A smear of white balm on an orange background

What we shot

Forty UGC pieces where the product never appears until the last three seconds. A tin of balm looks like nothing on camera, so the pieces open on the problem instead: cracked knuckles after a shift, a toddler’s cheek in January wind. Eight creators, five pieces each, briefed on the skin rather than the packaging. Their media team picked 18 % of the library to run as paid, against 4 % of everything they had shot before.

We had been briefing creators to hold the jar up. Reel told us to stop and the numbers moved.

Owen Reece, founder

All case studies

pieces delivered

Two months

over

18 %

of pieces ran as paid ads, against 4 % of their previous library

7 days

median from brief to a usable cut