Reflections

A clever and engaging in-camera approach creates our latest AirWick campaign. Three key elements dictated the success of the project: a duplicate set (rather than CGI recreation), sets that moved and opened up, and a choreographed single camera move, which follows our hero around their home. Working in tandem across our studios in Argentina, Mexico and New York, with a team ready to focus, we brought "Reflections" to life.

The brief was to show how AirWick’s product reaches every part of the home, from the moment you turn it on the after a long day of work, to your time relaxing with loved ones. The scent feels natural, represented by reflective elements in the home showing scenes of nature. When we finally land in the living room, a spectacular outdoor scene exists in the floor-length mirror’s reflection.

PRE PRODUCTION | PREVIZ

With limited time to hit each moment, reflections motivate the movement through the home. The reflections are also a fun way to engage the viewer, getting them to look closer.

The shoot had multiple challenges to overcome: we had to choreograph the talent in the living room, track and memorize it, and then flip the action to be performed in the wildflower field. These moves also had to sync up perfectly. With a motion control camera, we were able to repeat the exact move multiple times and overlay the action. Keeping everything in constant motion allows the viewers to drift across the room; it allows us to cut nicely and seamlessly stitch it all together. A combination of clean-up techniques and clever angles keeps the camera out of the reflections. Doing as much as possible in-camera allowed for minimal cleanup in post. 

The mirror's "reflection" is actually another set behind the wall. The living room is transformed into a beautiful wildflower field. Takes of the hero talent walking to the sofa were mimicked to be repeated on the 'nature side' of the set. 
Adding the dog into the choreography was a challenge, but after many takes we were able to get it all in one moment.

CGI was used to create the 3D butterfly, which we then animated and augmented into reflections. This gave us the ability to refine the butterfly's timing and movement to compliment the choreography of the camera and talent. The brilliant orange of the monarch butterfly matches the product packaging nicely.

FINAL

The spot highlights a triangular relationship between the product, nature, and humanity. By crafting this story, we hero these elements to create a visceral, engaging spot. As "Reflections" is our third project for AirWick, see our recent AirWick work, "Bursting" HERE.