Tide’s tie-in with the Marvel Studios release of Doctor Strange in the Multiverse of Madness is loaded with nods to the long-running superhero franchise.
When Doctor Strange’s colleague Sorcerer Supreme Wong undertakes the task of cleaning up the independently-minded Cloak of Levitation, smeared with pizza flour and pieces of tuna melt, he turns to Tide Pods. A true fan favorite, the script sought to provide a context within which the cloak was the hero – cleverly building a narrative based on a throwaway line from Wong in a previous film.
Working alongside Bullitt director Anthony Leonardi and Saatchi & Saatchi New York, Framestore’s LA-based team was involved in the project from beginning to end on an extremely challenging timeline. Creative Director Alex Thomas led the incredibly committed crew, which covered on-set supervision, to CG character and environments, as well as FX work in Maya, Houdini, Nuke and Flame.
