Clorox
Scroll DownPine-Sol
(23)
“Tubby!” We had so much fun bringing a shelf of cleaning supplies to life in this (spotless?) spot for Pine Sol. Happy spring cleaning!
Our humble hero, Piney, embodies quiet confidence. She is calm, friendly, and blissfully naive to the fact that she’s about to put all these buds out of a job. There’s nothing to hate about her, which makes the other cleaners all the more peeved!
We also gave each one of our supporting characters a unique personality – something to love, some quirk to make us laugh. Wonder, insecurity, arrogance, panic, sorrow, disbelief, despair, horror; a broad range of emotions ripple through the group as they realize their life’s purpose is in jeopardy.
The “acting” from our disenfranchised products was paramount to landing the joke. From disdain to mockery, panic to horror, our characters’ emotional responses to Pine Sol’s self-assured excellence bring the joke home.
With our spot being only 15 seconds, we knew we would need to employ clever comedic techniques to elicit maximum laughter within a short span.
Our camera animation played an essential supporting role in landing the jokes. Drawing inspiration from the spontaneous and authentic camera styles of shows such as Arrested Development and The Office, we aimed to capture a sense of immediacy and naturalism.
We felt strongly that we needed to create tons of character and personality while remaining true to the real-life materials of each product. Rather than twisting and stretching, our characters animate in “believable” ways.
To this end, we tapped our co-conspirator and awesome stop-motion animator Hayley Morris to create some real stop-motion tests to inform our CG animation.
Director: IamstaticExecutive Creative Directors: Dave Greene, Ron Gervais Creative Director: Julia DeakinStop Motion Technical Director: Hayley Morris3D Animation + Modeling: Marcin Porebski , Dave Greene, Chris CrozierLighting & Rendering: Dave Greene, Chris CrozierCharacter Design + 2D Animation: Matthew KalinauskasExecutive Producer: Cathy JefferiesProducer: Nicole LabbeAgency: FCBClient: Pine-Sol
