Head&Shoulder Product
demo & CGI art direction
tvc/atl ▶︎ cgi • art direction • creative • 3d animation • product demo
Working with some of the Europe’s best VFX production houses we created holistic and elegant environments that could work in a multi-market TV and digital setting. The work elevated Head & Shoulders new haircare product ranges to new heights of creativity where abstract ingredient were communicated as luxurious and visually stunning re-imagined worlds.
ROLE: ART DIRECTOR
AGENCY: SAATCHI & SAATCHI
BRAND: HEAD & SHOULDERS
TEAM CREDITS: CELESTE DALIARAC (ECD)/ CIARA MOFFAT (ACCOUNT DIRECTOR)/ GEORGIA FARIS (ACCOUNT MANAGER)/ HUSSAIN PATEL (TV PRODUCER)/ ASH+ANDY (CREATIVES FOR ALINGHI PRODUCTION)
PRODUCTION: TRIZZ (CHARCOAL)/ GLASSWORKS (TEATREE/ BUBBLES/ SUPREME SHAMPOO)
FULL TVC RENDERS
P&G's portfolio of FMCG product lines across categories are some of the most recognisable in the world. The problem we had to solve was of how we could bring global consistency to the visual style in a multi-market setting. My impact on the projects was to find a better way to art direct product demo's by developing a more holistic creative approach to the environments and narratives. Essentially we maded creative that was conceptually rich, working with production houses and visual effects artists who have a geniuine passion for craft with the ability to deliver cinematic grade 3D effects whilst still being able to deliver a toolkit for multiple languages across the global.
↠ Stage 01
RESEARCH & DEVELOPMENT
My approach was to explore the potential visual language, understand real world and textural material properties as a method to finding the best way to convey a new product variant. I took inspiration from CGI techniques I found on Instagram, Dribble, TV & looked a bit closer at real world materials. Sometimes taking the Mel Gibson ‘What women want’ approach and using the shampoo in a shower helped to get an insight - nb: not wearing women’s tights.
↠ Stage 02
STORYBOARDS & SEQUENCING
I hand drew frame-by-frame narratives of the initial idea and environments to help define our intentions for the 6-10second sequences. This low-fidelity technique allowed scope for client collaboration along the process and working in the early stages with production houses we could tell the story so they understood how to scope production budgets or make simple edits.
storyboard before:after
↠ Stage 03
Cgi process & Production
We commissioned Trizz (Charcoal) and Glassworks (TeaTree/Supreme/Bubbles) respectively to develop stunningly beautiful hyper-realistic CGI environments that were capable of immersing the viewer in cinematic built worlds. This was high-budget, but uncompromising creative executions.
+ Behind the scenes
Development & experimental work
Insights into the production process with pre-vis modelling, exploratory movements, animatic sequencing, lighting techniques, material textures and other cool things…
