Challenge
The simulations needed to match the ad in dynamics and colour, while still showing how the detergent actually works on a stain. Getting both right at once, the look and the real behaviour of the product, was the hard part.
Seventh Generation
Human Nature vs Nature Nature
Overview
For Seventh Generation's biobased detergent, Mother New York turned two product demos into a short, clean design experience built around a film series called "Human Nature vs Nature Nature." I worked as CG Supervisor, building the CGI simulations that show the detergent breaking apart and washing away tough stains, supporting two fun video spots.
Approach
A precise debrief and previs of the two shots kept the simulations on track from the start. Lookdev landed in the first pass, and the whole project closed in just two rounds.
Previsualization
Reading the stain
Working out exactly how the detergent breaks it apart.
After the debrief, previs sharpened how the detergent moves, breaks apart and washes each stain away. Timing, direction and the force of every simulation were locked in early, so both shots read correctly before any lookdev started.
Lookdev to final
One pass, right tone
Matching the energy of "Human Nature vs Nature Nature."
With the physics approved, lookdev focused on matching the colour, tone and pace of the film series. The look was approved on the first pass, landing the same short, clean feel as the rest of the campaign.
