Soft as wool, crisp as a cookie.
A 24-second vertical ad for Popel, Shirin Asal’s coconut cookies, set in a world where everything is knitted: the people, the pool, the palms and the clouds. The campaign line says it in Persian: «حالِ خوب، با ریتمِ نارگیل!» — feeling good, to the rhythm of coconut.
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The film
It opens on the Shirin Asal logo, stitched like a patch, floating in cotton clouds. Two knitted friends spend a summer afternoon by a pool: he walks in with a pack of Popel, she holds two cookies up to her eyes and laughs, and a plate of cookies waits on a woven table.
They end up side by side, a pack each, eating together. The last shot is the logo and the pack with a few cookies around it.
The craft
My part was the characters and the world, and building every image and shot with AI. Both characters are designed as knitted figures with their own outfits: a grey cardigan and beanie for him, a pink scarf and a cream knit for her. The set is knitted too, down to the clouds and the plate.
The one thing that is not yarn is the pack. It stays a printed Popel pack in every shot, so the product reads instantly against the soft wool around it.
Approach: Knitted character and world design · AI images and video · The real pack against a world of yarn
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