Pyranthemum
An unreleased commercial spot built to overturn category expectations through satire, irreverence, and bold comic staging.
Project overview.
Pyranthemum is an unreleased commercial spot developed around a natural, plant-based pesticide derived from chrysanthemum. Rather than approaching the product through conventional advertising language, the concept was built as a deliberately provocative comic piece, using satire, performance, and heightened visual staging to create something unusual within the Greek commercial landscape.
Set around a priest confronted with an insect problem inside his church, the film pushes the premise toward ecstatic, absurd release, turning product communication into a bold and unexpected piece of comic brand storytelling. The result is intentionally disruptive, designed to be funny, memorable, and impossible to mistake for category-standard advertising.
What Thesis handled.
Concept development, direction, and production design for an unreleased commercial spot built around provocative comic framing.
How the concept was shaped.
A satirical and deliberately unconventional treatment designed to break away from expected product-advertising language in the category.
Where the project stands.
Unreleased commercial work presented as a proof of concept for bold category positioning and distinctive brand tone.
Project stills.
A first look at the irreverent visual world, comic escalation, and exaggerated ritual staging behind Pyranthemum.
