PANTENE GOLDIE
Mesmerizing CGI hair transformation with melting Pro-V pearls
Our Roles
Art direction, Film direction, Visual R&D, CG Production, Key Visuals Development, Character, and Story Development.
Pantene has always been at the forefront of innovation. With the launch of their new product, Pantene Goldie, they embarked on a journey to create a captivating and visually stunning campaign. Working closely with the creative teams of Townhouse and Grey in New York, Onesal set off to create a world of mesmerizing visuals.
Pantene recognized the potential of CGI production to elevate their storytelling and create surprising experiences for their audience. With Pantene Goldie, they aimed to go beyond traditional advertising approaches and deliver a hair transformation narrative that was more than just product-focused. Through the collaboration with Onesal, they sought to create a full sense of the Goldie world, immersing viewers in a captivating and enchanting journey.
The challenge was to effectively showcase the innovative features of Pantene Goldie, specifically the Melting Pro-V Pearls. They needed to communicate that each pearl contained powerful Pro-V repair, capable of dissolving in the hands and seamlessly blending into a mesmerizing conditioner cream. Moreover, they recognized the importance of bringing a fresh look to the hair care category. Their goal was to present a hair transformation that offered a completely unique and unparalleled experience, enticing customers to try Pantene Goldie.
The pearls seamlessly melted into the cream, which appeared to blend effortlessly with the simulated hair strands. The mesmerizing textures evoked soothing repair and showcased the immediate infusion of health and nutrients. Leveraging Onesal's expertise, Pantene achieved a visually stunning representation of the transformative power of Pantene Goldie, captivating viewers with a surreal and captivating visual narrative. The sound, in charge of Echoic Studio added a layer of tactility and realism, making the pearls and the cream feel extra-satisfying.
The infused cream, now enhanced with the power of Pro-V pearls, became a visual representation of rich repair. It was rendered as a luxurious, shiny, and fluid substance, showcasing the benefits of melting away damage. The cream, filled with the Pro-V pearls, visually conveyed the unique product experience, while warm colors and golden light conveyed the infusion of Pro-V nutrients.
The collaboration between Pantene, Townhouse, Grey and Onesal resulted in a visually captivating CGI representation of Pantene Goldie. By leveraging Onesal's expertise, the campaign successfully showcased the transformative power of the Melting Pro-V Pearls. The mesmerizing visuals created a sense of satisfaction and intrigue, enticing consumers to experience the unique hair transformation offered by Pantene Goldie. The wide variety of films and key visual executions delivered were used in several media with great success, with just one of the films on YouTube reaching an eye-popping 22 million views.
Client: Procter & Gamble
Agency: Grey, Townhouse
Creative Director: Nahuel Salcedo
Director: Damian Sendin
Design: Damian Sendin, Lilen Herrera, Robert Sundelin, Yoritomo Shoji
Animation: Damian Sendin, Yuma Ouchi, Lilen Herrera, Robert Sundelin, Esteban Blazquez
KV Design: Esteban Blazquez
Edit: Nahuel Salcedo
Post Production: Koichiro Kobayashi
Product Modeling: Mateo Vallejo
Fluid Simulations: Koji Obara, Rui Figuereido, Justin Kantor , Yuma Ouchi, NoiseGraph
Creative Director: Nahuel Salcedo
Director: Damian Sendin
Design: Damian Sendin, Lilen Herrera, Robert Sundelin, Yoritomo Shoji
Animation: Damian Sendin, Yuma Ouchi, Lilen Herrera, Robert Sundelin, Esteban Blazquez
KV Design: Esteban Blazquez
Edit: Nahuel Salcedo
Post Production: Koichiro Kobayashi
Product Modeling: Mateo Vallejo
Fluid Simulations: Koji Obara, Rui Figuereido, Justin Kantor , Yuma Ouchi, NoiseGraph
Hair Simulations: Lilen Herrera, Damian Sendin
R&D: Damian Sendin, Lilen Herrera, Robert Sundelin, Koji Obara, Kyoya Nagaiwa, Koichiro Kobayashi, Yoritomo Shoji, Nahuel Salcedo, Jose Gallardo, Alexandros Mavrogiannis
Executive Producer: Feng Li
Producer: Lucia Gutkin, Maria Belen Guerra
Producer: Lucia Gutkin, Maria Belen Guerra
Production Partners:
CG Support: RFVisuals
Music&SFX: Echoic
CG Support: RFVisuals
Music&SFX: Echoic
