Halva makes one product: a pistachio spread in a squat glass jar. The whole business rode on a single launch week, and they had a shoot budget for one day.

We planned the week backwards from the last post. Seventeen edits came out of that one day, cut in five shapes and released two a day, with the paid budget held back until day three so it went behind the three that were already working rather than the three we liked.

The week finished on 4.2 million views and the first production run sold out on the Friday. The jar is still the same jar.