Overview
When most people think Clorox, they think of cleaning products. So did I, until they called me asking if I could help realize some social campaigns they had in mind for their supplement brands.
It turns out, The Clorox Company has over 40 different brands under their umbrella. When their internal creative studio, Electro, reached out and showed me their concepts, I was in. The ideas seemed like a natural extension of the work I'd done before for Clif Bar and LUNA, and those were usually great experiences.
What remained true collaborating with the amazing folks at Electro, was that it was filled with great people and super talented artists. They made it feel effortless bringing their ideas to life in motion, and the results speak for themselves. I hope you enjoy.
Renew Life Gummies
The approach taken by Electro for their social campaigns is minimalist. Unlike the Clif and LUNA projects I'd become used to, they didn't require extensive sound design. In fact, they didn't require sound at all. The social videos we'd be working on together were more about communicating information than entertainment, but of course I wanted things to be as fun to watch as possible given our constraints.
This campaign was for one of Clorox's supplement brands, Renew Life. They were getting ready to introduce a new line of vitamins in gummy form, and the team at Electro envisioned a fun, bouncy look that would capture the new form factor.
It was super fun to craft the bouncy feel of the gummies, working with only still images. Challenging indeed, but not in a technical way, more of a perceptual way. How do you make a static image of something feel soft and bouncy and fun? Well, watch below to see our take on it. It was an exercise in the subtleties of movement and perception. There isn't any fancy trickery involved, just old fashioned animation techniques that were a joy to play around with.
Deliverables included a hero social video, an animated marquee, and a handful of social animations that highlight the stats of each flavor in the product line.
Team
Mackenzie Mathis – Post-production supervision, video editing, animation
Brian Ho – Art direction
Chris Kiuchi – Project management
Dorota Moniuszko – Graphic design
Brian Ho – Art direction
Chris Kiuchi – Project management
Dorota Moniuszko – Graphic design
Natural Vitality CALM
Another social-only campaign, this one with no direct sales pitches at all. The team at Clorox's internal creative studio, Electro, wanted to create looping animations that would invite repeated viewings without being sales-y.
Their concept seemed like it would do exactly that. Using simple product photos and flavor cues in the form of photographed fruit, we were able to take their design comps and set them in motion, each with a slightly different feel, but all obviously belonging to the same world.
The result is a set of looping animations that are dangerously easy to watch repeatedly.
Team
Mackenzie Mathis – Post-production supervision, video editing, animation
Brian Ho – Art direction
Chris Kiuchi – Project management
Dorota Moniuszko – Graphic design
Brian Ho – Art direction
Chris Kiuchi – Project management
Dorota Moniuszko – Graphic design