Isaac
Hernandez✳Independent concepts
Creative direction · Design · Motion
← All reelsBrand spot, made only of code · November 20260:14 · with sound

FIBS.

A spot for a jelly sweet that never pretended to be fruit. FIBS is 100% artificial and proud of it. So is the ad: there is no camera, no footage and no image in it. Halfway through, it shows you.

Direction · Fictional brand · Code
Press play for sound · 1080 × 1350 · 0:14Download · Watch it run live in your browser
The ideaOne line, three beats

Blue raspberry has never met a raspberry. Most sweets hide that. FIBS puts it on the pack, and the ad keeps the same promise by admitting what it is made of.

A single glossy blue jelly cube on a pale surface with the line: Never met a raspberry.
1. The hook. One blue jelly lands, squashes and wobbles. “Never met a raspberry.”
Nine jelly cubes in a three by three grid seen from above, each casting a pool of its own colour, under the pink FIBS wordmark and the line: 100% artificial.
2. The pack shot. Eight flavours land in a grid, each on the beat, and the blue one takes the last place. “100% artificial.”
The same grid split down the middle: the left half is the finished picture, the right half is a pink wireframe on black, with the line: So is this ad.
3. The reveal. A seam crosses the frame and the picture turns into the wireframe it is drawn from. “So is this ad.”
Not a recordingThis is the ad, running now

Drag the line.

The film above was recorded from this. Here it is running in your browser: move across the picture to slide between the finished image and the wireframe underneath, and tap to make the jellies jump.

It is drawn fresh many times a second, which is why the light, the wobble and the pools of colour on the floor all follow along on both sides of the line.

What is in itAnd what is not
0cameras, photographs, video clips or generated images
84,674triangles in the pack shot, counted on screen in the ad
1timing table that both the picture and the sound read, so a landing and its note cannot drift apart
100beats a minute. The soundtrack is also written as code, with no samples or recordings
Production notesMade in one afternoon

The week Fable 5.2 came out, people were posting films made with no video model at all. I wanted to see what that looks like with an idea behind it.

What I did, and what AI made

What I did

I set the brief: a brand spot made only of code, after studying what was being posted that week. I approved the look from three style frames before anything moved, and directed the changes to the cut and the sound.

What AI made

Claude Fable 5.2 proposed the brand and its lines and wrote all of the code: the 3D scene and lighting (three.js), the motion, the type animation and the soundtrack, which is synthesised from the same timing table as the picture. No client, no footage, no generated images. FIBS is a fictional brand.

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