Leave The Extra Load Behind
A commercial for Sopharma's MeliLax and Sollievo, made entirely with AI: how to talk about constipation without making anyone uncomfortable.
- Client
- Sopharma
- Year
- 2026
About the project
The Brief
Sopharma needed a commercial on a topic people would rather not discuss. We didn't just have to mention constipation: we had to teach viewers about its different types and how to deal with them.
The idea
We turned the problem into a metaphor: a heavy load you get so used to that it becomes the new normal. Mel walks a forest trail with a huge backpack full of rocks. The moment she reaches the table with the two products, the backpack tears, the rocks fall out and she feels light again.
The Result
We created the idea and brought it to life entirely with AI: a commercial and a key visual for digital distribution. The viewer literally “feels” Mel's relief.
What we made
The commercial
A story about how the burden becomes part of our everyday life, the new “normal”.
The storyboard
The commercial shot by shot: from the trail to the table with the products.
When you constantly carry the weight of constipation…
…you forget what lightness feels like.
There are different types of constipation, and we have a solution for each.
The backpack tears and the rocks fall out.
The empty backpack, and a good laugh.
Choose your product according to your type of constipation.
The heroes: Mel and Sasho
Mel is a working mother who plans everything. Sasho is cheerful and loves the outdoors. Before the first shot we built them from every angle, so they stay the same to the end of the commercial.
Key visual
