0:00intro talking head A medium close-up shot features a male food scientist, Matt Held, speaking directly to the camera with a friendly, confident expression. He has medium brown hair, fair skin, and is wearing round, dark green-framed glasses. He wears a dark short-sleeved button-up shirt with small, colorful, abstract geometric patterns. The background is a slightly blurred, warm-toned indoor setting, featuring a dark wall with a grid pattern and hints of office equipment. The lighting is soft and even, highlighting his face. White text overlays appear, first displaying 'I'M Matt,' then his full name 'Matt Held' and title 'Director of R&D at MUD\WTR' at the bottom left, followed by 'food SCIENTIST' near his mouth.
0:01product close up powder A close-up shot focuses on a black cylindrical container of MUD\WTR, held by a hand. The top of the container is open, revealing a generous amount of fine, reddish-brown powder inside. The container's label, featuring 'MUD\WTR' branding and a list of ingredients like 'Masala Chai', 'Cacao', 'Lion's Mane', 'Cordyceps', 'Chaga', 'Reishi', 'Cinnamon', 'Turmeric', and 'Himalayan Salt', is visible on the side. The background is softly blurred, suggesting an indoor or natural setting. The lighting is bright and natural, clearly showing the texture of the powder. A text overlay stating 'of R&D at MUD\WTR' is present.
0:03product close up label A very close-up shot details the label of the black MUD\WTR cylindrical container. The hand holding the container slowly rotates it to fully display the prominent 'MUD\WTR' logo and a comprehensive list of ingredients such as 'Masala Chai', 'Cacao', 'Lion's Mane', 'Cordyceps', 'Chaga', 'Reishi', 'Cinnamon', 'Turmeric', and 'Himalayan Salt'. The background is out of focus, drawing all attention to the product details. Natural, bright lighting illuminates the label clearly, emphasizing the detailed text and branding. The text overlay 'of R&D at MUD\WTR' remains on screen.
0:04talking head explaining The male food scientist returns in a medium close-up shot, maintaining his friendly and confident demeanor. He smiles and gestures slightly with his hands as he speaks. The background remains the same blurred office setting. Soft, even lighting illuminates his face and upper body. The text overlay 'SOME differences' appears next to him as he talks, emphasizing key points in his speech.
0:05product in nature An overhead shot displays a black MUD\WTR container lying horizontally on vibrant green grass interspersed with small white and purple clover flowers. Beside the container, a clear glass mug holds a creamy, latte-like drink, garnished with a sprinkle of brown powder, suggesting cinnamon or cocoa. The setting is bright and natural, with soft daylight illuminating the scene, creating a fresh, organic feel. Text overlays 'between MUD\WTR' highlight the context of the product.
0:06talking head mushroom coffee The male food scientist is once again featured in a medium close-up, continuing his explanation. He smiles and occasionally winks, adding a playful touch to his confident delivery. The blurred office background and soft, even lighting are consistent. The phrase 'and Mushroom COFFEE.' appears as a text overlay, directly relating to his dialogue and the comparison being made.
0:07text overlay first point A stark white background fills the frame, with a grainy, textured effect that resembles aged paper. Black, block-style text appears and animates into view. Initially, 'FIRST,' is displayed, then a dynamic black highlight bar draws across the screen, revealing '1. MUD\WTR isn't mushroom coffee or coffee at all'. This is followed by a prominent, bold 'MUD\WTR' logo in black, providing a clear, impactful visual break and title card for the first point of discussion.
0:08talking head not coffee The male food scientist is shown again in a medium close-up, speaking directly to the camera. He maintains his friendly and confident expression, with occasional smiles. The blurred office background and soft, even lighting remain consistent. As he speaks, text overlays appear, emphasizing 'Mushroom COFFEE or' and 'coffee at ALL.', visually reinforcing his statement that MUD\WTR is distinct from coffee products.
0:10product preparation demo This scene comprises two shots. The first is a medium shot of a hand, likely female, reaching for a black MUD\WTR container on a light wooden shelf. The background shows other small decorative items and a window. The second shot transitions to a wider angle, showing a male individual in a light grey hoodie in a modern kitchen setting, preparing a drink. He opens the MUD\WTR container, scoops out a spoonful of brown powder, and adds it to a clear glass. The kitchen features light wooden cabinetry and shelves, with natural light coming from a nearby window. The text overlay 'TASTE like coffee' then 'BECAUSE' and 'not SUPPOSED' appear, guiding the narrative of the product's taste profile. The camera remains static throughout these transitions.
0:15text overlay second point A stark white background, resembling aged, grainy paper, fills the frame. Black block-style text animates onto the screen. It first shows 'TO.', then a dynamic black highlight bar draws across the text '2. MUD\WTR vs other mushroom coffees', followed by the word 'COMPARING' appearing below. This acts as a clear visual segue and title for the second major point of comparison, maintaining the clean and impactful aesthetic.
0:17talking head mushroom dose The male food scientist is featured in a medium close-up, continuing his explanation of MUD\WTR's unique properties. He maintains direct eye contact and a confident, engaging expression. The blurred office background with the grid pattern remains visible, and the soft, even lighting continues to illuminate him. Text overlays 'MUSHROOM dose to' highlight the specific topic of mushroom dosages in different products, framing his discussion.
0:19overhead product and mushrooms An intricate overhead shot showcases a black MUD\WTR container spinning on a round wooden tray at the center of the frame. Surrounding the tray on a light wooden surface is an artistic arrangement of various dried and fresh mushrooms, along with other ingredients like cinnamon sticks and spices. The mushrooms vary in shape and color, including white Lion's Mane, darker Reishi, and yellowish Cordyceps. The lighting is bright and even, highlighting the natural textures and colors of the ingredients. Text overlays 'but it TURNS', 'it's really HARD' and 'just HOW much' provide commentary over the visual elements, explaining the difficulty in determining mushroom content in competitor products.
0:23talking head other brands The male food scientist is shown again in a medium close-up, speaking directly to the camera with a confident yet slightly concerned expression, as he addresses issues with competitor products. The blurred office background and soft, even lighting remain consistent. The text overlay 'other BRANDS.' appears, contextualizing his discussion about other mushroom-based products.
0:24mushrooms on bark broll A macro or close-up shot captures several different types of mushrooms growing on textured tree bark. The mushrooms vary in color and form, from smooth light brown caps to more intricate, lighter-hued varieties. Sunlight dapples the bark, creating areas of highlight and shadow that emphasize the organic textures. The natural environment is evident, with small green clover leaves peeking through the bark. The text overlay 'how much OF each' provides context to the visual, suggesting a discussion about ingredient quantities.
0:26talking head blend info The male food scientist returns in a medium close-up, continuing his discourse on product transparency. He maintains a friendly, articulate expression, occasionally widening his eyes for emphasis. The blurred office background and soft, even lighting are consistent. Text overlays such as 'is IN their blend.' and 'you HOW much in' appear, underscoring the lack of clear ingredient information from other brands, emphasizing the problem with competitors.
0:29man in grocery store A medium shot captures a male individual in a casual light green shirt, standing in a brightly lit grocery store aisle. He is focused intently on his phone, which he holds in one hand, while the other hand holds two small bottles of a beverage, presumably comparing ingredients or prices. Shelves filled with various products form the blurred background. The text overlay 'TOTAL there are' appears, implying a discussion about overall ingredient quantities.
0:30talking head bad number The male food scientist is shown again in a medium close-up, speaking directly to the camera. He maintains his confident and expressive demeanor, with a slight nod of his head. The blurred office background and soft, even lighting are consistent. The text overlay 'be THAT good' appears, followed by 'of a NUMBER.', highlighting the potential inadequacy of ingredient quantities in competitor products, contributing to the 'problem setup' and 'agitation' elements.
0:32talking head mushrooms on label The male food scientist is shown again in a medium close-up. He gestures with his hands, indicating the general practice of putting ingredients on labels, while maintaining a friendly and confident expression. The blurred office background and soft, even lighting are consistent. The text overlay 'Just HAVING' followed by 'MUSHROOMS on your' appears, setting up the context for his critique of vague labeling practices.
0:34talking head transparency The male food scientist is featured in a medium close-up, continuing his argument about product transparency. He uses expressive hand gestures to emphasize his points, maintaining a confident and slightly exasperated expression. The blurred office background and soft, even lighting remain consistent. Text overlays including 'LABEL doesn't cut IT' and 'many OTHER options' and 'out there THAT do' visually reinforce his message about the importance of detailed ingredient breakdown and the availability of better alternatives.
0:39talking head transparent formulas The male food scientist is in a medium close-up, concluding his point about transparency. He speaks with a firm, decisive expression, nodding his head slightly to affirm his statements. The blurred office background and soft, even lighting are consistent. Text overlays 'FORMULAS and are VERY' followed by 'TRANSPARENT.' underscore MUD\WTR's commitment to clear ingredient disclosure, positioning it as a solution to the previously agitated problem.
0:41product in setting with drink A dynamic shot features a hand, with fair skin and manicured nails, holding a black MUD\WTR cylindrical container at an angle. The container is positioned next to a clear glass filled with an iced, frothy, light brown beverage, garnished with a sprinkle of brown powder. A small pile of the same brown powder and a miniature wooden spoon rest on a black slate surface. The entire arrangement is set on a white outdoor table, with a rustic brown bottle and dried floral arrangement in the background. The text overlay 'MUD\WTR OG' is displayed, alongside 'has 2,240', highlighting the specific product and its quantity of ingredients.
0:43overhead ingredients to powder The scene opens with a visually rich overhead shot of a variety of MUD\WTR ingredients artistically arranged on a light wooden surface. This includes white Lion's Mane mushrooms, dark Reishi mushrooms, orange Cordyceps, cocoa beans, turmeric pieces, and cinnamon sticks, forming a vibrant display of natural components. The camera then smoothly transitions to a close-up overhead view of a black MUD\WTR container, with its cap slightly ajar, spilling a mound of fine, reddish-brown powder onto the wooden surface. The lighting is bright and even, emphasizing the textures and colors. Text overlays 'MUSHROOMS,' highlight the key ingredients, and further emphasize the product's composition.
0:46animated mushroom diagram An animated black and white scientific illustration of a mushroom dominates the frame. The mushroom's 'fruiting body' is depicted above ground, with a network of 'mycelium' roots extending into the soil below. The background is a clean white, with a subtle gray blur effect at the top and bottom. The diagram is clearly labeled with 'Fruiting Body' and 'Mycelium' in white text on black rectangles, illustrating the distinct parts of the mushroom used. Text overlays 'both the FRUITING' and 'MYCELIUM.' verbally complement the visual explanation, providing a clear educational component.
0:47screen recording website A clear screen recording of a mobile phone displaying the MUD\WTR website is shown. The phone is positioned against a clean white background. The website interface showcases a detailed breakdown of ingredients like 'Cacao', 'Lion's Mane', 'Chaga', 'Reishi', 'Cordyceps', and 'Turmeric', each with its associated benefits and specific quantities (e.g., '560mg per serving'). The screen scrolls smoothly, highlighting the product's transparency and ingredient information. Text overlays 'On our SITE,' and 'the LEVEL of each' visually emphasize the comprehensive data available on their platform.
0:51woman with mushroom broll A medium shot shows a smiling woman in an office environment, holding a large, complexly textured, light-colored mushroom (likely Lion's Mane). She wears a dark, patterned jacket over a black top and eyeglasses. The background, consisting of office cubicles and fluorescent lighting, is slightly blurred, keeping the focus on her and the mushroom. The lighting is bright and uniform, typical of an office setting. The text overlay 'ingredient IN our' further contextualizes the mushroom as an integral component of the product.
0:52talking head ingredient transparency The male food scientist returns in a medium close-up, speaking directly to the camera with a friendly and confident expression. He uses a slight head nod to emphasize his point, ensuring clarity. The blurred office background with the grid pattern is consistent, along with the soft, even lighting. Text overlays 'products so you KNOW' and 'EXACTLY how much' visually stress the full transparency regarding ingredient quantities in MUD\WTR products, reinforcing the solution presented.
0:55scooping powder into container A close-up shot focuses on a metal spoon filled with reddish-brown powder, being meticulously poured into the opening of a black MUD\WTR cylindrical container. The container's label is clearly visible, with its list of ingredients. The background is a soft, blurred outdoor setting, suggesting a natural and perhaps serene environment. The lighting is bright and even, highlighting the fine texture of the powder. The text overlay 'every SINGLE' appears, emphasizing the consistent quality in each serving.
0:56text overlay third point The scene displays a stark white background with a grainy texture, similar to the previous text overlays. Black block-style text animates onto the screen, first showing 'SERVING.', then a dynamic black highlight bar draws across '3. MUD\WTR is certified organic.' This is followed by the bold black text 'MUD\WTR' at the bottom, and then 'CERTIFIED' appears, acting as a clear visual segue and title for the third major point of discussion, highlighting the product's organic certification.
0:59talking head organic certification The male food scientist is in a medium close-up, discussing organic certifications. He uses both hands to gesture emphatically, maintaining a confident and slightly exasperated expression, highlighting the prevalence of non-organic alternatives. The blurred office background with the grid pattern remains visible, and the soft, even lighting illuminates him clearly. Text overlays 'There are A select' and 'few certified ORGANIC' and 'BUT there are' and 'so MANY that AREN'T,' visually reinforce his points about the importance and scarcity of truly organic products, building the 'problem setup'.
1:07scooping white granules A close-up shot focuses on a hand scooping white, granular crystals from a container with a metal spoon, then carefully depositing them into a small, clear plastic cup placed on a digital scale. The scale's display is visible, showing a numerical reading. The background is blurred, drawing all attention to the precise measurement of the substance. Bright, cool-toned lighting emphasizes the clarity of the crystals and the exactitude of the process. The text overlay 'using INGREDIENTS' suggests a discussion about ingredient quality or origin, further contributing to the 'problem setup'.
1:08pipette dropping liquid A close-up shot shows a clear glass pipette slowly releasing drops of a vibrant green liquid into a small, clear glass test tube. Other blurred test tubes are visible in the background, suggesting a laboratory setting. The lighting is bright and sterile, highlighting the translucence of the glass and the vivid color of the liquid. The text overlay 'that can't be ORGANIC' appears, indicating a discussion about ingredients that cannot be certified organic, reinforcing the 'problem setup' and 'agitation' related to non-organic products.
1:10talking head organic start The male food scientist is in a medium close-up, resuming his explanation. He speaks directly to the camera with a confident and engaging expression, making slight hand gestures to emphasize his point. The blurred office background with the grid pattern remains visible, and the soft, even lighting is consistent. The text overlay 'to begin WITH.' appears, concluding his thought about ingredients that cannot be organic, leading into the solution presented by MUD\WTR.
1:11food scientist in lab suit A medium shot captures a male food scientist, dressed in a full white hazmat suit, blue gloves, and a face mask. He is standing in a clean, sterile laboratory environment with white walls and a grey floor. He makes a slight hand gesture with his gloved hands while holding a smartphone, seemingly reviewing or documenting something. The background features white walls, industrial doors, and metal shelving with various containers, all suggesting a controlled research or production facility. The lighting is bright and even, enhancing the sterile feel. The text overlay 'full-time food SCIENTISTS' confirms his professional role and commitment to quality.
1:13scientist walking in lab A medium full shot shows the male food scientist, still in his full white hazmat suit, blue gloves, and mask, walking confidently through a clean laboratory corridor. He pushes open a white sliding door, revealing a glimpse of metal shelving filled with containers in the background. His movements are purposeful, indicating a professional and controlled environment. The white walls and grey floor of the lab maintain a sterile aesthetic, with bright, even lighting throughout. The text overlay 'AND we have' and 'worked VERY closely' visually support the narrative of dedicated research and collaboration.
1:15mushroom growth facility A wide shot reveals a sterile, white room filled with tall, industrial metal shelving units. These shelves are packed with numerous clear plastic bags, each containing a substrate for growing mushrooms, indicative of a large-scale cultivation facility. A green 'EXIT' sign is prominently displayed above a white sliding door, adding to the industrial, controlled environment. The lighting is bright and artificial, characteristic of a clean room. The text overlays 'mushroom PRODUCER for' and 'over HALF a DECADE.' highlight the long-standing expertise and partnership in mushroom cultivation.
1:18talking head grower expert The male food scientist is back in a medium close-up, speaking directly to the camera with a proud and confident expression. He uses expressive hand gestures to convey his enthusiasm and certainty. The blurred office background with the grid pattern remains consistent, along with the soft, even lighting. The text overlay 'Our GROWER is an' appears, introducing the topic of their expert mushroom cultivation partners, emphasizing their qualifications.
1:20mycologists in lab A wide shot captures four individuals, including men and women, dressed in white lab coats and hairnets, standing in a large, clean industrial facility. In the background, a massive, gleaming silver spherical tank with 'HOT' warning labels suggests heavy machinery used in processing. The floor is light grey, and the walls are white, maintaining a sterile environment. The lighting is bright and uniform. The group appears to be in a discussion, showcasing professional collaboration. The text overlay 'having multiple AMAZING' and 'MYCOLOGISTS on board' highlights the expertise within their team, reinforcing the 'proof point' for product quality.
1:23talking head patented strains The male food scientist is in a medium close-up, continuing his explanation about their unique cultivation methods. He speaks directly to the camera with a confident, almost secretive smile, emphasizing the proprietary nature of their work. He gestures with both hands in a controlled, precise manner, as if presenting a delicate concept. The blurred office background with the grid pattern and soft, even lighting remain consistent. Text overlays 'THEIR own strain' and 'MAINTENANCE program' and 'with PATENTED strains.' highlight the advanced, patented strains and rigorous maintenance programs used for their mushrooms, further strengthening the 'proof point' of their quality.
1:26close up mushroom bags shelves A close-up shot looks upwards, focusing on multiple clear plastic bags filled with granular growth medium or grain, neatly stacked on metal shelves. Condensation is visible inside some of the bags, indicating active cultivation. The industrial shelving extends into the blurred background, reinforcing the large-scale, controlled environment of a mushroom farm. The lighting is bright and artificial, typical of a clean room. The text overlay 'They CONTINUOUSLY' appears, signifying ongoing innovation and quality control.
