Time, Reclaimed: Rinse Launches New Film by Allie Avital

Jan. 15, 2026

Premium laundry and dry-cleaning service Rinse has unveiled a new brand commercial directed by Allie Avital, produced by Golden LA, that reframes productivity not as constant hustle, but as the freedom to pause.

Built around a singular, elegant concept, the film explores the idea that creativity and greatness are often born from negative space. The unhurried moments that allow curiosity, emotional release, and mastery to take shape. Whether it’s standing silently in a gallery absorbed by a sculpture, or savoring the charged stillness before stepping onto a stage, the spot positions Rinse as an enabler of time reclaimed.

Golden LA led the project from production through post in close collaboration with agency Bandits & Friends and Rinse to bring the vision to life. The result is a visually restrained yet emotionally rich piece that balances subtle performance, thoughtful production design, and a quiet sense of humor. Golden LA could not have asked for a better campaign for their first production with newly signed director, Allie Avital.

Avital said:

“I love elegant, simple advertising with a singular concept. I was especially drawn to the idea that creativity isn’t about hustling nonstop — it’s about having the space to sit for an hour and stare at a work of art, or the luxury of learning something as absurd as bird calls. Having grown up in theater and the art world, this felt like a familiar context to play in, and a concept that allows us to focus on the nuances of performance and emotion.”

 

One of the production’s central creative challenges was the development of the sculpture featured in the film. The team sought something playful and irreverent, yet conceptually rich enough to justify prolonged contemplation. Ice ultimately emerged as the solution; a poetic metaphor for time, ephemerality, and attention. Working closely with production designer Pili Weeber, Rinse, and Bandits, the team explored dozens of ideas before landing on a final design.

Avital added:

“It’s a rare luxury to tackle something so conceptual in a commercial. That level of creative trust made the process incredibly fun.”

 

The collaboration itself proved foundational to the project’s success.

Matthew Marquis, Managing Director said:

“From the onset, this was a uniquely strong creative and production collaboration between Allie, Golden LA, and Bandits. It never ceases to amaze what a proper collaboration can yield — and this partnership elevated the films from start to finish.”

 

The campaign highlights Golden LA’s strength in translating nuanced creative ideas into refined, performance-driven work, reinforcing the company’s reputation as an ideal partner for brands seeking elevated storytelling grounded in craft.