Creative agency And Rising has partnered with Production CompanyArmoury and director Ben Perry to launch The Revolution Starts Smol, a new online and social campaign for eco cleaning brand Smol. The work champions Smol as an ecological alternative to conventional cleaning products, inviting audiences to start small and make a big impact.

‍

Across five films, each spot captures an authentic slice of everyday life with Subjects speaking directly to camera, sharing inner thoughts with honesty and humour. The result is a series of candid, human moments that embody Smol’s approachable, straightforward ethos. The campaign’s refined simplicity underscores its message: meaningful change can start with the smallest actions.

‍

Agency production was handled by the wonderful team at Arthur & Martha.

‍

Matt Hichens EP/MD of Armoury says: It has been an absolute pleasure to work with the team at AndRising and Arthur & Martha again, this time creating a series of thought and hopefully action provoking films that highlight Smol as the ecological alternative. Ben Perry was perfect choice for this campaign. He has a remarkable talent for creating moments that feel natural, genuine, and beautifully authentic.

Ben PerryDirector says: This was one of those lovely jobs with lovely people. We decided at the outset that we wanted to do these films in a single take and that all hinged on the right faces on-screen. The five we had were just brilliant and we had a really talented team to bring it all to life.

‍