Pantene — Nutrient Blends
Eyes on this juicy and refreshing project – the outcome of an extensive and significant collaboration between Ditroit, Beeta and Grey NYC for Pantene by P&G.
The aim of the film was to romance the pure and natural ingredients, blended into the diverse formulas of this product collection: from rose water to jojoba, from bamboo to castor oil and biotin, each one with a clear personality and with precise beneficial features. Our challenge was to shape the world around each ingredient, picturing a brand new colorful journey, carefully condensed into a TVC.
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Styleframes
Hand in hand with the agency, we decided to approach the project with a more abstract attitude compared to the previous brand guidelines: we adopted a fresh design approach, spicing up the film with a touch of fun and rawness, eventually ending up in a playful set of graphical assets in line with Pantene’s new vision.
The visuals crafted for this global campaign are part of a series of films and assets used on regional campaigns promoting a large variety of products, which we eventually edited into a single process reel.
Development
The process reel includes several tests performed for multiple Pantene products
and ingredients. It showcases both the early multi-ingredient video elements
(rose water, biotin, castor oil, jojoba), and the more recent ones, such as charcoal, bamboo, and baobab.
From our point of view, this was also the best way to share the meaningful amount of effort, research, and passion behind every manufactured frame.
As a starting point, we stepped into the project with an extended R&D phase with intense focus on shapes, layouts, colors, materials, lights, as well as behaviors and interactions, exploring different ways to tell each ingredient’s story: from the more realistic (for instance, using photo-real 3D elements) to the more abstract, resulting into two different design proposals. Bravely the client chose the more abstract approach, consisting of a stylized and fresh universe of graphical magic.
Credits
Direction: Ditroit
Creative Director: Salvatore Giunta
Design & Development: Claudio Gasparollo, Martin Vokaty, Christian Cabiddu,
Matteo Nicoli, Andrew Prousalis, Giovanni Mauro, Enrico Albanese,
Pietro Furbatto, Sergio Papa, Giedrius Paulauskas, Vittorio Gagliardi,
Paolo Rava, Iain Chudleigh, Aaron Smith
Producer: Noemi Bugli
Audio TVC: Smider
Audio Process: Dua Lipa — Bad Together
Agent: Beeta
Executive Producer: Beatriz Romero
Agency: Grey
Creative Director: Arturo Macouzet
Art Director: Emily Pracher
Executive Producer: Keira Rosenthal
Producer: Lauren Gordon, Kelsey Longo
Client: Procter & Gamble
Brand: Pantene
