Frozen reveal

The real product locked inside a block of clear ice, thawing and cracking away to release it — refraction, frost, meltwater and falling plates of ice with real weight.

What it looks like

When to use it

Drinks, frozen and chilled food, skincare and anything sold on freshness, cold or preservation. It reads as an ingredient demonstration as much as a spectacle.

The beat structure

Fully encased, refracted and softened by the ice, frost on the outer faces. A hairline fracture racing through, meltwater starting, the product still trapped. Plates of ice sliding and falling, most of the product clear. Clean, intact and dry, front face to the lens, with only a shallow pool and a drift of vapour left.

The thing to get right

The thaw is one-way and the product never moves under its own power. The ice leaves; the product is revealed. Ice that re-forms turns a demonstration into an effect.

The format at a glance

• Output — a video ad.
• Structure — 4 beats, each one a separately planned shot.
• Family — Viral product formats, one of the eight viral product formats.
• Recipe id — ice_statue, which is what you name when you ask for it by hand or from an agent.

Does the product move inside the ice?

No. The ice leaves and the product is revealed; it never pushes its way out under its own power. Ice that re-forms turns a demonstration into an effect, which is a different and much weaker thing.

Related formats

Eight fixed creative concepts built on one product photo — an orbit, a peel, a thaw, a render breakdown. Each has a single locked idea and a one-way rule that stops the render dissolving into generic product footage.

• Packshot orbit (360°) — one unbroken 360° camera orbit around a stationary product on a clean set — the loop-ready e-commerce spin every DTC brand pays a studio for
• Collectible figure reveal — the product staged as a boxed collectible on a retail blister card, then lifted out of the moulding by hand
• Clay collectible — the product as a hand-sculpted matte clay collectible on a turntable, match-cutting to the real thing
• Sticker peel — the product peeled off its own flat printed photo like a die-cut vinyl sticker, the background locked dead still
• Render breakdown — a CG render breakdown — wireframe to clay to materials to the lit beauty pass, each wiping across one locked frame
• 3D hero render — a premium CG-grade hero render — the product in a void with the LIGHT RIG orbiting it, not the product spinning

The full catalog is on the creative recipes index.

Hermoso plans and renders a frozen reveal from your brand rather than from a prompt you write, composites every on-screen word after the render so the copy comes out exact, and exposes the same format to an AI agent over MCP. How Hermoso renders a format covers all three.