Comfort Film One Rinse - Lake by Ogilvy & Mather Singapore

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One Rinse - Lake

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Industry Washing powders & Detergents
Media Film
Market Singapore
Agency Ogilvy & Mather Singapore
Creative Director Kevin Geeves
Producer Andre Jewell
Account Supervisor Rahul Gupta
Editor Richard Shaw
Released March 2013

Awards

AD STARS 2013
Film Craft Cinematography Crystal

Credits & Description

Advertiser: UNILEVER SINGAPORE
Agency: OGILVY & MATHER SINGAPORE
Category: Household: Cleaning Products
Director: Andre Jewell
Cameraman: Andre Jewell
Music: Composer: Paul Searles
Sound Design/Arrangement: Eddie Lim
Cinematographer: Gareth Moon
Art Director: Kevin Geeves
Copywriter: Kevin Geeves
Planner: Owen Dowling
Account Supervisor: Rahul Gupta
Editor: Richard Shaw (Turtleneck)
Sound Studio: The Gunnery
Advertiser's Supervisor: Aseem Puri
Cinematographer: Andre Jewell
Director Of Photography: Andre Jewell
Producer: Andre Jewell
Sound Design/Arrangement: Evan Roberts
Cameraman: Gareth Moon
Agency Producer: Felicia Tan
Post Production: Jon Baxter (Perceptual Engineering)
Creative Director: Kevin Geeves
Account Manager: Mingshan Goh
Editing Company: Turtleneck

Brief Explanation
In Vietnam and Indonesia after washing clothes, mums habitually rinse the soap out using multiple buckets of clean water. But they don’t need to do that!Comfort One Rinse is a fabric conditioner that in just one rinse, conditions and rinses clothes free of detergent foam. In order to break their habits of rinsing so much our message was simple: "If you rinse more once, you'll waste more than just water." This linked the simple action of wringing of clothes - the one action women do with every rinse - to wringing water from our planet.

Execution
Comfort SAVE WATERThis was a low budget production of Euro’s 50,000 There were two storyboardsLakePadiWe had the task of shooting two high quality TV spots, 30 and 60 seconds, on a limited budget of 50,000 Euros. When dealing with a serious and emotional issue like this, the last thing we wanted to do was compromise the quality of the production. Using a small but very experienced crew and well thought through visual effects, we were able to create a spot with high production values for a fragment of the cost. Off and OnlineThe wring effect could have been created using cgi, but only with the right budget and time. We had neither. We had to find a way to create the effect in camera. The final frame of the final scene was digitally printed onto cloth and the hands wringing it were filmed at 100fps in the studio. Additional mapping and degradation of the last scene for both commercials were created in Flame and Photoshop.The budget was small. The time spent on planning the commercials was great. The good will spent even greater. The equipment for the productionCameras – Canon 5D Mk II & IIINikon Prime lenses - 50, 80 & 24mm mounted with Arri follow focus systemGrip mounts - hand held rig, lightweight tripod and super- lightweight slider track system, tall ladder plus a hand built tower for the camera to shoot the final lake scene.Crew Director/D.o.P Camera operatorOne location and casting fixerOne driver, doubled as talent and casting fixer.