Cipton Sports, Ad Package v1
For Sol · May 2026
Ad Package · Direction Brief · v1

Four ads.
One silent ball.

A working brief (direction, not finished creative) for the launch flight on the soundless basketball. Each concept is sized to a real budget and a real audience. The plan is ship the cheap two first, let conversion data fund the rest.

4 concepts 2 cheap · 2 premium Meta · TikTok · Reels $0 – $1,200 each
Cipton LED basketball
The Thesis

The soundless ball isn't a feature. It's the entire story.

01

Show silence.

Every ad opens with sound, a normal ball thudding, and answers it with the absence of sound. Contrast is the whole hook.

02

One real moment.

Dorm. Apartment. Late shift. Each ad lives inside a single believable scene, not a montage. The viewer should recognize themselves in it.

03

Ship cheap first.

Two of the four concepts are DIY or one-UGC-creator, total under $400. The premium concepts only get made once those two prove conversion.

01
UGC · Mom + Teen · Premium

The Silent Dribble

Toddler asleep on the couch. Mom turns to her teenage son with the universal "knock it off" face. He smirks, holds up the Cipton ball, and dribbles. Nothing happens. Toddler stays out.

Hook

The mom-look. Every parent recognizes it; every kid has gotten it. We weaponize a known social moment to sell the product in under three seconds.

Promise

The ball delivers a real outcome inside the home, quiet kids, sleeping baby, no fight. That's the conversion driver.

Storyboard · 15s
00:00–00:03
Wide shot: living room, late afternoon. Toddler sleeping on the couch. Mom on phone, glances over at her teen.
SFX
Quiet hum of a TV in another room.
00:03–00:06
Teen pulls a regular basketball out. Mom snaps the "don't you dare" look, eyebrows up, finger raised.
VO (mom, dry)
"Don't."
00:06–00:10
Teen grins, swaps the ball mid-air for the Cipton soundless. Dribbles three times in front of mom's face.
SFX
Silence. Genuine, conspicuous silence.
00:10–00:13
Cut to toddler, still asleep, doesn't move. Mom slow-blinks at the ball. Beat.
VO (mom)
"…where do you get that?"
00:13–00:15
End card: ball on hardwood. Cipton wordmark. Single line of copy.
On-screen text
The basketball you can dribble indoors.
02
DIY · CapCut · Day-One

The A/B

Split screen, same room, same dribble, left half is a regular basketball, right half is the Cipton soundless. The audio difference does all the work. Two creators, one CapCut export, ship in a day.

Hook

The thudding sound on the left is so familiar nobody notices it, until the right side goes silent and reframes the whole shot.

Promise

Zero ambiguity. Side-by-side proof. The shortest possible distance from scroll to "wait, what."

Storyboard · 12s
00:00–00:02
Full-screen normal basketball. Single dribble. Loud thud.
On-screen text
Your basketball.
00:02–00:03
Quick wipe, screen splits down the middle.
SFX
Hard cut to silence on the right channel.
00:03–00:08
Two synchronized dribbles, side by side. Same hands, same height, same speed. Left thuds. Right is silent.
VO
"Same dribble. One you can hear. One you can't."
00:08–00:10
Right side keeps dribbling. Left side fades to black with the word "Thud" floating up.
On-screen text
No thud. No neighbors. No drama.
00:10–00:12
End card: full-screen Cipton ball with the soundless badge. CTA button.
On-screen text
Shop Cipton Soundless · cipton.com
03
Cinematic · Studio · Premium

Late Shift

A nurse comes home from a 12-hour shift. Building's asleep. She drops her bag, picks up the Cipton soundless ball, and shoots in her hallway. Not a thud, not a bounce. Nobody hears it.

Hook

The viewer is invited into someone's recovery ritual, a small, private use of the product that the world isn't allowed to interrupt.

Promise

The ball is the personal-time tool for people whose schedules don't fit normal hours. Cipton's brand voice, Brooklyn, modern, after-dark, lives here.

Storyboard · 18s
00:00–00:03
Wide hallway shot. 1:47 AM on a microwave clock in a kitchen behind her. Footsteps. Keys jangle.
SFX
Distant siren two blocks over. Otherwise nothing.
00:03–00:07
She drops a duffel bag. Pulls out the Cipton soundless ball. Two beats of stillness.
VO (woman, internal)
"Everyone's asleep. Even the dog."
00:07–00:11
First dribble. No thud, no echo against the walls. The hallway stays dead quiet.
SFX
The faintest pulse-tick from the impact sensor, almost subliminal.
00:11–00:15
She shoots into a kid's mini-hoop on a doorway. Lands on a rug, not a sound.
On-screen text
Built for the hours nobody else is awake.
00:15–00:18
End card: ball resting on the rug. Cipton wordmark. Single sub-line.
On-screen text
Cipton · Built after dark.
04
UGC · Student · Mid-Budget

Dorm Hours

College kid in a dorm at 1 AM. Roommate asleep in the bunk above. He dribbles in slow rhythm at the foot of the bed. Roommate doesn't move.

Hook

Every college kid has a roommate they don't want to wake up. The product is the unlock for an entire after-hours window.

Promise

"You can play whenever you want", said inside a setting where playing whenever you want would normally end a friendship.

Storyboard · 15s
00:00–00:03
Dorm room, lit only by a laptop. Bunk beds. Roommate is a lump under a comforter on the top bunk.
VO (whisper)
"It's 1 AM. He's been out for hours."
00:03–00:07
Student pulls the Cipton ball from under his bed. Eye contact with the camera. Small grin.
On-screen text
Roommate-approved.
00:07–00:11
Slow controlled dribbles at the foot of the bunk. Camera holds tight on the ball hitting carpet. Total silence.
SFX
Roommate's slow breathing. Laptop fan. No ball sound.
00:11–00:13
Cut to top bunk, roommate hasn't moved. Cut back: student does a small celebration fist pump.
VO (whisper, smiling)
"He has no idea."
00:13–00:15
End card: Cipton ball + tagline.
On-screen text
The 1 AM basketball. Cipton.com
Production Plan

What we ship in the first 30 days.

Week 1

Ship The A/B and Dorm Hours.

The A/B is shot on a phone in a single afternoon and edited in CapCut. Dorm Hours goes out to one student UGC creator with a tight brief. Both run paid on Meta and TikTok inside seven days. Combined creative cost is under $400.

Week 2

Test ten variations.

Five hooks per ad, two creator angles. Run a $30/day spend across each variation. Kill the bottom half by day five; double the budget on the top performers.

Week 3

Read the data, write the brief for The Silent Dribble.

If the cheap two are converting at a 2:1 ROAS or better, green-light Silent Dribble. It uses the same UGC playbook but with a paid mom+teen pair. Brief is written from the audio-contrast hooks that won the week-2 test.

Week 4

Decision gate on Late Shift.

Late Shift only gets commissioned once Tiers 1 and 2 are paying back. If we're hitting the targets, Late Shift goes into production as a cinematic asset that also doubles as the brand reel for retail-partner meetings.

The product sells the silence.
We just show people what silence sounds like.

Cipton Sports · Ad Package v1 · Eli + Moshe · May 2026