Derila Ergo
A sleep commercial
Challenge
Make a contoured memory-foam pillow stand out in a crowded sleep category, telling the story through comedy rather than claims the product can't prove.
Concept
One bed, two nights. First the old pillow: a lamp click, darkness and a burst of feathers that wrecks the night. Then the same ritual with Derila: the lamp clicks off, silence, and a bright, smiling morning. The comparison tells the story without a single spoken word.
The final commercial
The final 9:16 cut, 34 seconds, now running as a paid Meta ad. Best with sound on.
Creative decisions
A comedy of two nights.
The same bed, the same lamp and the same reach for the switch, so the only thing that changes is the pillow.
Silence as a punchline.
Each lamp click cuts to pure black. The first night ends in an off-screen feather burst; the second ends in quiet.
Mornings tell the result.
A groggy, feather-strewn sunrise against a cheerful one, carried by sound: a leaf blower outside one window, birdsong outside the other.
A product that stays true.
Shape and colours were checked against the supplier's studio photography in every scene, and once Derila arrives it is the only pillow on the bed.
One heroine, start to finish.
A single character, first designed in the storyboard, carried through every shot and both mornings.
How it was made
Two-act concept → AI storyboard → approved key stills → AI video generation, one take per clip, every take reviewed → rough cuts and transition tests at natural speed → licensed sound design → final 9:16 cut and a 4:5 version.
The storyboard: AI-generated frames created under Shahar's concept and direction.
Deliverables
- Final commercial in 9:16 (34 s)
- 4:5 feed version
- Storyboard and approved key stills
- End card “For a calm night's sleep… Derila Thing!”
Production credits
- Creative Concept & Direction: Shahar Dinur.
- Storyboard: AI-generated frames created under Shahar Dinur's concept and direction.
- Production: AI image and video generation and AI-assisted editing, under Shahar's direction and approval.
- End-card design: Shahar Dinur; product photograph © the supplier. Product reference photography was supplied by the brand's supplier and is not Shahar's work.
- Sound effects: “Leaf Blower 3” by floraphonic and spring birdsong by Mind_out_of_office (Pixabay Content License).
- Independent commercial created for an affiliate offer; not commissioned or endorsed by the brand. Product names and marks belong to their owners.