Havas London approached us to create and animate an unusual look at an AirWick commercial. We love the opportunity to learn something new on a project and this script based its script on the biological process of how scent travels around the brain.
The Brief.
Create a product demo that demonstrates ‘The Power of Scent’ from an AirWick Essential Mist.
Rather than relying on metaphors usually seen in air freshener adverts Havas London wanted something different. Referencing brain scans and MRI images of brains they asked us to devise a hybrid of science and nature. Building a naturally growing form that is born from the Essential Mist and resolves to a beautiful rendition of a brain.
Our Approach
As part of a 3 way pitch, we created a treatment detailing all aspects of the sequence. From how we would approach to the science, navigate through the sequence and create the form to how the animation and colour palette would set the mood alongside the classical track.
We researched the effect of scent through the brain from the Olfactory Bulb, the Thalmus, Nucleus Accumbens, Amygdala and Hippocampus then spreading throughout. This gave us a seed to start the animation from and a route for forming the brain structure.
Working closely with Havas London we developed the look of the structure somewhere between a floral structure and a brains component parts we animated the brain ‘blooming’ in response to the AirWick scent.
Credits
Client - AirWick / Director - Havas / Design Development : Production - MAINFRAME
