Tide | Odor Adversaries

360° Campaign - TV, Online Video, Social, Print

Idea:
Odors can hide in your clothes, and re-bloom at any moment, even when you think your clothes are clean.
We brought this idea to life by creating names and and a face for these specific odors.
What is "yogaroma" "towelfoul" "cardiodor" or "playgrance” and how do they look like?

Credits:
ECD: Paul Bichler
CW: Kassandra Pollard
AD: Teo Wilson

The Odors Are Alive

For social, pre-roll and print, we brought to life 3 odor characters: Playgrance, Cardiodor and Yogaroma.
Watch the funky characters be born out of a pile of dirty clothes.

“Cardiodor”

YOGA_113015 copy.jpg

Pre-roll and Social

Behind The Scenes

We created our hero odor characters out of clothing garments - and the challenging part was that every element that made the character had to be a complete clothing garment from the specific category it illustrated. It was also crucial to give the characters a grumpy, smelly personality. We used a rig to hold up the characters on set, as well as manually animate their movements for the stop motion,

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