The visual translation
of a new category.
QicoBay reinvented the dental flosser — reusable, auto-restringing, beautifully made. So new that nobody recognizes it at a glance. Our job: make a category that doesn't exist yet feel like it already belongs in your day.
Two products, two stories to tell.
QicoBay's 2024 line spans two designs. The C1S is the everyday carry — 29 grams, nine Morandi colors, a clip that hangs it on a bag strap. The P1 is the flagship — full metal body, a case that doubles as a UV sanitizer, engineering you can feel in the hand.
Each design leads with a different strength — one wears its personality on the outside, the other carries its craft inside. Our first call: this is not a one-video problem. Each product deserves its own film language, and each stage of the funnel its own format.
Two films, two film languages.
The C1S wears its personality on the outside, so its film never explains — "See One Smile" is color-matched outfits, macarons, split-screen lookbook edits, one recurring sequence: eat, unclip, floss, smile. The P1 carries its craft inside, so its film demonstrates — one recurring action: push the slider up, floss deploys; pull it down, fresh floss ready. Three characters, different scenes, same motion, repeated until it sticks.
Two films that were never meant to go viral.
Q-Lab pulled 58 YouTube views — by design. These films live on the Kickstarter page and product detail pages as trust infrastructure, not social content. Q-Lab says "the product holds up under testing." R&D Story says "the thinking holds up under scrutiny." One provides evidence, the other context — the two dimensions early backers weigh most.
Six shorts, one hundred photos.
Paid media ran on a cross-paired selling-point structure — appearance + portability, restringing + capsule replacement, restringing + sterilization. Two videos per pairing, each under 30 seconds, across YouTube, Facebook, Instagram, and TikTok.
Product photography carried the two visual strategies into stills. C1S: young talent, colorful settings, backpacks and jeans pockets. P1: mature talent, refined interiors, leather travel kits and vintage luggage. Same "carry" scenario — two completely different executions.
The hardest part of a new category isn't explaining features. It's earning a place in someone's picture of daily life.
Every piece of this project works toward one reaction: "Yeah, I could use that." The C1S TVC places it on a bag strap. The P1 TVC places it in a morning routine. The photos place it in a jeans pocket and a leather travel kit. Specs tell you what a product does — placement tells you where it belongs.
