Liquid Plumr Double Impact Hair Monster
Clorox asked us to produce this movie poster style advertisement for Liquid Plumr. Working in conjunction with Clorox Creative Services art directors Ron Griffiths & Melissa Richards, and copywriter Perry Portugal we were able to deliver an exceptional print ad for Liquid Plumr.
Design and Previz
We were given a rough layout of the idea, along with the basic headline. After our production and design meeting, we started producing more refined 3D layouts based on their design, using our previz software. We used a three dimensional figure to approximate various compositions, perspectives and camera angles before we moved forward with a final photo shoot. We even utilized motion capture martial arts animations to give us an idea of basic jumps and kicks that are possible in karate. We were also able use a 3D camera to move around the figure to create rough dynamic camera angles.
During this design phase, we scuplted a hair monster using our 3D software. We went through a number of design rounds to get the appropriate look and feel.
3D Rendering and Creative Retouching
Our Creative Director, Steve Barrett, designed and modeled the hair monster. We experimented with various styles of 3D hair. We started with a pretty scary monster, but in the end, the client preferred a less threatening hairball.
We used 3D software to create the tiled environment, drain, whip, water and bubbles.
The toughest part of the production was working out how the whip would interact with the monster. True to the product, the “Mom” needed to spray the monster with the Liquid Plumr first and then grab him with the snake. These steps had to work together in a simple visual order for immediate impact.