HELPING P&G LAUNCH THEIR FIRST HYBRID COMMERCIAL COMBINING AI & LIVE ACTION
Tide Evo is a new product that offers an innovative way of cleaning clothes. To show how this product works, Tool was asked to write a :15 script that features a fun, but relatable use case & an animated demo of the product.
THE CONCEPT
A :15 spot that showcases the benefits of Tide Evo. The core of the story is a “jersey swap” happening between 2 soccer players following a game. The twist - there is a stain on one of the jerseys. Tide Evo to the rescue, removing the stain and the jersey swap is complete. Magic :)
Core to the approach was thinking about ways that Tide could take advantage of AI in the creative production process. One of the key opportunities was to create a short demo of Tide Evo activating on the jersey and showing how the product works. AI allowed us to create the :04 second animation quickly and rapidly explore different visual styles.
WHY AI?
P&G and Tide have been leveraging traditional production and post production for years. They were interested in exploring new ways to produce their product stories. Enter an AI x hybrid approach.
A non-negotiable was shooting on a stage with real people. This allowed us to get authentic performances for our mom and 2 soccer players.
We used AI to augment the backgrounds from our green screen shoot, create the “magical” and “vibrant” Tide Evo world and create an animated demo that shows the inner workings of a Tide Evo tile.
The primary benefit is that we were able to shoot in 1 location and create a product demo video that enabled us to visualize the demo animation quickly.
BRINGING THE TIDE EVO WORLD TO LIFE
Tide’s focus groups provided an insight that people are not clear how Tide Evo is superior to other laundry cleaning solutions. As part of the Jersey Swap story, we created an animated demo to show a fly through of the inside of Tide Evo so people can visualize what makes this product different.
Leveraging AI allowed us to visualize perspectives that would be impossible to capture with the naked eye. In this case, we designed a microscopic fly through, moving through the internal structure of the product itself.
AI allowed us to quickly iterate on highly specific textures and behaviors such as organic bubble formations, fine threading structures, and fluid interactions, all with a level of complexity and nuance that would typically take much longer to develop through traditional methods. This speed lets us explore a wide range of visual possibilities early, then refine toward the most compelling and scientifically grounded direction.
