Procter & Gamble

Procter & Gamble

notion image

Pantene

Discover silk from a bottle with a web commercial.

Roles: Creative direction + Cinematography + Video editing
Content: Web commercial
 
 

The Mission

Produce a 30-second web commercial that celebrates natural beauty for Pantene's "Liquid Silk" web campaign.
Mock-up of the proposed concept
Mock-up of the proposed concept
 

The Practicals

To convey the message "discover silk from a bottle", I wanted silk to blow in the air on its own, like natural hair would in the wind.
Everything was done on camera without visual effects
Everything was done on camera without visual effects
 
Outside of the frame, the crew assisted with the placements of flowing silk pieces
Outside of the frame, the crew assisted with the placements of flowing silk pieces
 
To create our “wind tunnel” effect practically, eight electric fans were placed on the ground, forming a circle with all of the propellers pointing towards the middle.
Magic happened organically when the talents interacted with the silk as it flowed through the air.
notion image
 
30-second video spot
 
 
 

Patrick Lo
Maker of Ideas + Design

 
🇨🇦  Based in Montreal
💬  plo@pleaseleaveon.com
👋  Let’s Meet!