the hard part: making a towel interesting.

Prefix makes single-use facial towels. Two brothers, years of breakouts, tens of thousands of dollars testing cotton blends. Good product. Hard to make anyone care about a towel.

rather than open with the towel, the spot opens on the skincare industry: a $700 billion subscription nobody signed up for. if the products worked, why do your problems come back the second you stop?

then the statistic did the work.

a University of Arizona microbiologist tested bath towels. 90% had coliform bacteria. 14% had E. coli. after two days, drying your face on one puts more E. coli on your skin than flushing a toilet with your head in it.

that line is the whole spot. everything before it earns the right to say it. everything after it is just getting out of the way.

scripted, shot, and cut by one person.

i threw out a month of prep on day one.

the plan was easy. write everything in may, then just post in june. by june 1 i'd scrapped all of it. i had leaned on AI for the scripts, and it sanded the soul right off the stories. so i started over from zero, the same morning day 1 went up.

from there it was every morning: write it, light it, shoot it, cut it, score it, post it. one full film a day. day 26 landed on my 26th birthday. i shot almost all of them myself. for the two or three that needed someone behind the camera, my wife held it, six months pregnant. i could not have done it without her.

why do it at all.

for years i'd made other people's raw footage look great. somewhere along the way i started judging my own life by its source footage, like it wasn't interesting enough to put out. this was me remembering i can dress up my own stories too.

it was also a proof of concept. before i make longer films, i wanted proof i could make short ones, and make them well. every craft, every day: story, camera, light, edit, color, music, sound, type.

somewhere in the middle, the goal changed. these were lessons i learned the hard way, and my son was due in september. the series became an anthology of dad's lessons he can find one day. that's the real deliverable.

it also did its job out in the world: about 2,000 new followers, still trickling in.