The making-of is the ad

PEAK · momentum 80 · since 2026-07-30

The trend pushes the making process itself as content instead of the finished result. Miniatures, handwork, visible human effort, the more of it you show, the less it reads as an ad and the better it lands.

Editor's note

Don't post only the finished piece. Separately shoot the 30 seconds that took the most handwork, the clumsy process holds people longer than the polished result.

How to do it

1. Pick the one step in the process that takes the most work
2. Shoot that process up close, no dressing up
3. Show the finished piece only in the last 3 seconds