Scoop Theory:
A 7.5-second ad for a gelato shop's new flavour. Peanuts rain on a chocolate scoop, the flavour's name drops with them letter by letter, and a pink queue ticket says when to come in: from Friday.
- 7.5 s one ad
- 4 shots
- 2 sizes
- 9 min chat to cut
Flavour No. 14, for people who walk past
Scoop Theory is a gelato shop, a made-up brand in FoxyLab's own showcase. Its new flavour is Salted Peanut Fudge: chocolate gelato with roasted peanuts. It goes on sale on a Friday.
The ad is a local ad. The brief names its viewer in five words: people who walk past the shop. They already know the street and the counter. They need three things in one glance: there is a new flavour, it has a name, and it is here from Friday.
“Our new flavour is out on Friday, salted peanut fudge, make people come in.”
That one line in the chat was the owner's whole ask. Four short answers in the chat did the rest.
The name falls with the peanuts
The film's one idea is in its logline: the flavour name falls with the peanuts and bounces on the scoop. The words and the topping arrive as one thing. A viewer who reads “Peanut” sees a peanut land at the same moment.
The name of the flavour is the topping.
The film has no voice, so it works on a muted phone in a feed. Every fact is in the type on the screen, set large and short, the way the rules for captions on mute ask. The shop's name is in the first second, and the critic made it bigger there.
The feeling the chat chose was playful, and the fall is the play. It ends on a ticket: a thing the viewer can hold in their head on the way to the counter.
Four shots, from the cone to ticket No. 14
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01 0.0 s
The cone: a new flavour
A waffle cone stands in a metal holder on a mint counter, a few peanuts beside it. “Scoop Theory” sits small above “New flavour”, set huge in fudge brown. The first second tells a passer-by whose shop it is and that something changed.
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02 1.5 s
Chocolate gelato and roasted peanuts
The scoop fills the frame. A peanut-yellow card sits under it: “Chocolate gelato + roasted peanuts”. This is the flavour in its plainest words, before it gets its name.
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03 2.7 s
Peanuts rain, the name drops letter by letter
Peanuts fall onto the scoop, and “Salted Peanut Fudge” falls with them, one letter at a time, in yellow with a brown outline. The letters bounce where they land. They start inside the frame: the critic moved them there from the edge.
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04 4.8 s
The counter, ticket No. 14: from Friday
A mint counter fills the lower part of the frame, with “Scoop Theory, Gelato shop”. A pink queue ticket hangs beside it: “Ask for No. 14”, then “Come in for a scoop” and “From Friday”. The film ends on the ticket, which asks the viewer to come in.
Four colours: fudge, ticket, peanut, mint
The four colours of the film are the four things in it. Fudge brown #3A1F14 is the ink of every word and the chocolate scoop, and ticket pink #FFB1CB is the queue ticket. Peanut yellow #FFE08C fills the falling letters and the flavour card, and counter mint #A9E4D3 is the counter and the table under the cone.
The type is Rubik, set heavy and round, a few large words on each screen. The kit names the tone in three words: playful, sweet, local. The motion keeps to that tone: the peanuts and the letters fall, land and bounce on the scoop.
9:16 for Reels, 1:1 for the feed
The chat asked which formats the shop wanted: Stories, square, or both. The answer was both. The film was made in two sizes, and each is laid out for its frame, not cropped from the other.
- 9:16, 720 × 1280. For Stories and Reels on a phone held upright. The name sits at the top and the ticket at the lower right, and the falling letters start inside the frame. The Reels safe zone shows where text is safe in 9:16.
- 1:1, 720 × 720. For the square post in a feed. The scoop is closer, and the counter and the ticket take the lower half.
Both cuts are 7.5 seconds long. The film was delivered as an MP4 of 6 MB and a MOV of 210 MB.
One line, one note: flavour No. 14
The film started from the one line in the chat. FoxyLab asked four questions, each with options to choose from.
The answers: it is an ad, not content, the feeling is playful, and the formats are both. What people should do is “come in from Friday”, which the owner wrote in their own words.
FoxyLab's critic named two faults in the film: the letters fell in from the edge of the frame and now start inside it, and the shop's name was small in the first second and is now bigger. After the first cut the owner wrote one note: “Say it is flavour No. 14.” The queue ticket with the number came in, and nothing else moved. From the line to the final cut took 9 minutes.
What people ask about the Scoop Theory ad
What is Salted Peanut Fudge?
It is the new flavour of Scoop Theory, a gelato shop: chocolate gelato with roasted peanuts. The ad says it is out from Friday and that it is flavour No. 14.
How long is the ad, and does it have a voice?
It is 7.5 seconds long, in four shots. It has no voice: every word is on the screen, so it works with the sound off.
Why does the ad end on a queue ticket?
The ad is for people who walk past the shop, and it asks them to come in. A ticket that says “Ask for No. 14” and “From Friday” gives them the day and the words to say at the counter. The number came from the owner's one note.
Which sizes was it made in?
Two: 9:16 for Stories and Reels, and 1:1 for the square feed post. Each has its own layout.
Is Scoop Theory a real gelato shop?
No. Scoop Theory is a made-up brand for one of FoxyLab's own showcase films. The film, its brief and its notes are real.
