Vicks
Ideal Medicine
This commercial was my debut on the global market projects. And my first work on Publicis. From the very beginning, I was fascinated with the creative process.
Humbling speaking this commercial had Hollywood techniques and equipment despite an awesome real-size helicopter prop on set to create this amazing piece.
About the project
Working with P&G is always interesting, those guys are big players, and they demand high-quality standards. The pipeline is very interesting with a global web of professionals involved in one single project, a global structure that shocked me at first! I've learned a lot from this cooperation!
Initially, the spot would be created for the Russian market, but as the idea was strong P&G asked us to create multiple adaptations for Italian, Polish, and German markets. An intense challenge because our actors should be able to speak ( or at least pretend) they speak all those languages. So we had translators on set with us guiding the actors on lip sync.
We worked in cooperation with Televisor Studio to create this masterpiece. Seriously, these guys made me feel like a child at Disneyland. Such attention to details, high-tech equipment, and straight cooperation made this project one of the most satisfying jobs I ever made.
Creative
Process
Before even hiring actors and cost estimating props we must be sure our insight works 100%. Therefore animatics and precise storyboards were created and presented to our client before any decision was made.
As you can see, our actress initially was blond, but after taking into consideration different markets we opt for a more generic-looking that could fit local markets without any disruption.
It is a very interesting process keeping all those variants in your mind while proposing props, so I had to bear in mind the brand colors along with the actors' complexity and environment light, despite the office looking and other minor aspects.
Post
Production
The studio we worked with ( Televisor ) made an excellent job by composing our spot. From the city skyline to the helicopter and taking our considerations and specificities on color-correction, they rue them all.
As shooting a real helicopter was out on the table we had to opt for a CGI, a safe option to guarantee we could control every aspect of our spot, like lights, focus, depth of field, and other parameters that would be very hard to align. Mainly because the weather in Poland is a bit tricky
Tv Commercial
Local Markets
Credits:
Client: Procter & Gamble
Agency: Publicis Poland
Creative Directors: Dagmara Witek & Sławek Figura
Art Director: Victor Gondim
Copywriter: Nadiya Dziedzic
Post-Production Studio: Televisor