Art Direction | Asset Design | 2D Design | 3D Modeling | 2D + 3D Animation | Motion Design
Tide, as most know, is a hugely successful, 70+ year old laundry care brand created by Cincinnati-based Procter & Gamble. Rooted in Cincinnati myself, I've had extensive experience with P&G's numerous brands and products, and the following video marketing campaign for this product family (Tide, Tide+, Febreeze, Downy Infusions & Unstopables, Bounce, Bounce for Men) is an example of this library of work.
IN THE BEGINNING I was contracted by a studio to energize some video promotionals for new Tide products. This included animated tags and bumpers to complement live-action footage. I developed the overall look and animation style, then passed along these style guides to the rest of the designers to develop the rest of the spots.
THE LOGO ANIMATION helped define everything. In general, I like to start by creating one main asset that will conduct as an aesthetic unifier across the whole project(s) – usually the titles; the logo design and animation. This campaign was no different. Based on the brand's existing equity and styleguide, I came up with a logo design and animation that would be unique to each product, but cohesive enough to gel the look across the entire family.
Based on Tide's brand equity and provided style guides, I tried to play with the circular motif while activating the outer metallic ring. Color was used to represent each product, then the design was finalized with a background element that interacted with the logo upon landing, exemplifying each product's unique claim. Examples of this development progression can be seen below.
THE FINAL INTRO SEQUENCES included the client's preferred background (reflecting the existing Tide+ print ads), which resulted in a more reserved dynamism. (Closing titles with packaging, not shown here, were also developed). Watch below.
A FULL WAVE OF SPOTS came next. While the titles shown above were used to cap live action videos, a new round of fully-animated videos were now in production. With this, we expanded upon the logo animation design - the circular motif with radiating build - across all of the spots for the individual products. Though, now the products would now live in their own fully-realized worlds of proprietary colors and textures (more along the lines of the commercial spots seen here by Saatchi & Saatchi, Antfood).
With the initial video (below), I attempted to define the new aesthetic (based on rough boards provided by the studio + my own research into the brand's equity and video marketing history) – creating the intro animation, transition to the claim, and closing. An overall aesthetic (animated language, layout, and environment), and music (research, placement, editing, mastering) that reflected the previous commercial spots. The team took this foundation and applied it to the rest of the spots.
Having few working assets from the client, we did this through re-creating the 3D bottle (placing label graphics, texturing, lighting), animating them, then placing them within a new 2D environment. The intro assets were cut out from flat files (i.e. the flowers), then animated, but the end sequence was a bit more convoluted - the client wanted to see the bottles transform from their textured skins to the final raw bottle. So, I used the radiating Tide circle to reveal the products - pushing the bottles out at an angle as it wiped the skins. In keeping with the original ads, I also recreated the spot logo animation. View it below.
REVISIONS are an expected and necessary part of any project, as the work has to meet several layers of guidelines and approval (from the design studio, then the agency, and ultimately, the client). This Tide+ Febreze video was no exception - for example, requiring changes to the closing sequence.
Specifically, as we developed of the video and moved through stages of approval, the client came back with final requests, such as revising the end tag to reflect their updated design, tag, logo placement and packaging hierarchy. (Later versions would see another bottle added to the lineup.) You can see some of these changes in full, below.
UPON REACHING SHORE, I was then tasked to develop several spots for other products under the Tide umbrella, which of course each had their own storied development processes (of which I will not expound upon here). All in all, though, I tried to stay consistent with each brand's equity, while keeping flavor with the parent's design – whether it be animation style, design motifs, audio cues, or an amalgam of things. A few examples can be seen below.