This TV commercial for ProCook was one of the last projects I worked on as Head of Post at Element 26, collaborating with the lead creative who’d later become my business partner at Velvet Pig.
Instead of listing product features, the ad drops you straight into a kitchen; everyday cookware in use, captured through slow-motion shots of food prep and rich, considered visuals. Subtle VFX helped polish the look, and the whole thing was treated like a visual feast rather than a sales pitch.
It all builds to a small narrative twist at the end, something light and playful to leave viewers with a smile and a positive emotional hit. A good reminder that sometimes the best way to sell is just to show the moment and get out of the way.
