Together with Oglivy New York, we created a series of Key Visuals for Teflon EcoElite™ finish, the world's first renewably sourced, non-fluorinated fabric treatment by Chemours. 

Teflon™ fluoropolymers were invented in 1938 and is now used in paints, fabrics, carpets, home furnishings, consumer electronics, semiconductors, cookware, and more. Teflon EcoElite™ is the latest innovation by Chemours that is plant-based and delivers durable, non-fluorinated water repellency. 

We created a visual story for the Teflon EcoElite™ finish by using a mix of macro photography with talents and CGI to highlight the technical aspects of Teflon EcoElite™, while merging scientific and lifestyle photography. At our Ars Thanea studio, we applied digital retouching to emphasize the effects of the Teflon Ecoelite™ finish using mockup liquid and CGI to create a hyper-real effect of water repellency on fabric fibers.  

Key Visuals were used as promotional materials, and featured in print and digital ads. 


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CLIENT: Chemours
VP-Corporate Communications and Chief Brand Officer: Erich Parker

Ogilvy USA
Group Creative Director: John Long
Senior Art Director: Abigail Harris-Shea
Senior Copywriter: Terin Izil
Art Director: Nicole Nalazek
Senior Producer: Jessica Fiore
  
Ars Thanea
Executive Creative Director: Peter Jaworowski
Producer: Marta Król, Michał Zieliński
Art Director: Maciej Mizer, Wojciech Łebski
Concept Artist: Piotr Rosłan
Digital Artists: Maciej Mizer, Marcin Kowalski, Piotr Frączkowski, Tomasz Chrabołowski, Dominik Laurysiewicz
3D Lead Artists: Łukasz Skurczyński
Modeling & Textures: Paweł Filip, Maciej Łypik
Shading: Paweł Filip, Maciej Łypik
Animation: Piotr Wołoszyński
Photographer: Szymon Świętochowski
Photo Producer: Bartosz Cerkaski


Teflon EcoElite
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