Lumara Cochin
They had already given up on comfort.
They needed someone to name what they had lost.
A complete direct-to-consumer brand built during a creative strategy bootcamp. The product: a $19 backrest cushion. Production budget: $0 apart from AI model subscriptions. Team: one person. Result: runner-up out of thousands of submissions.
Every competitor sold back support, but nobody had named the real problem. The audience had stopped searching: stacked pillows collapsed, so they decided the discomfort was permanent. They needed someone to name what they had lost.
That became the strategy: three positions, three visual worlds, nine scene mood boards and a 40-second video ad with a cloned voiceover, burned-in subtitles and ambient audio built from scratch, plus a documented Meta and TikTok campaign structure. Tools: Flow, ElevenLabs, Claude, CapCut and Python.
ContextBuilt by Tarek Jouda during a creative strategy bootcamp. Lumara Cochin is a concept brand, not a client.
The ad: 40-second campaign video
The insight that won.
The backrest cushion category was crowded with functional claims, all saying the same thing in a different colour. The opportunity was to find the emotional truth nobody had claimed.
The audience had tried everything and decided the discomfort was permanent. So the brand sold the return of something people believed was gone for good.
“Recharge and Relax. You Deserve This.” A line built on permission to stop settling, not on product features.
What was built.
- 3 strategic positions and 3 visual worlds
- 9 scene mood boards with art direction
- AI voiceover cloned from a real voice with ElevenLabs
- Ambient audio designed from scratch
- 40-second video ad with burned-in subtitles
- Meta and TikTok campaign structure
- Hook, body and call-to-action copy for every format
- Python-automated production workflow