2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

We open on the new Tide PODs pack, as we kick off the POD to WOW movement with our first cast throwing her POD in the washing machine drum. In a stylized orange studio setup, the POD travels to the ‘whitening’ scene where it swooshes a dad playing football with his son while his white jersey is covered with mud. The POD continues its journey to introduce the ‘freshening’ scene where it swooshes a mom and her son and freshens their clothes. Finally, we travel to our ‘brightening’ scene where the POD swooshes a couple in a restaurant setup after they spilled a staining drink on their colored clothes. As we move from one setup to the other, we see our casts WOWed by the magical effect of the POD after they witnessed how it whitens, freshens and brightens all their clothes no matter the challenge.

Cultural / Context information for the jury

N/A

Tell the jury about the visual effects and summarise any relevant challenges or techniques.

We used a modern visual language and colorful esthetics, while heroing a dynamic time-freeze effect. Our biggest challenge was to have all actors and props frozen in time, even suspended in the air along with the props in some of the scenes, to make it look as if someone hit the pause button. This effect was successfully created through suspended cables, stands and a green screen, all of which were removed in the editing phase. To add to the dynamism of the copy, we went for a circular camera movement, to travel from one frozen scene to the other and witness the relationship between the floating objects and casts. In post-production, we also added artificial fluids and splashes. The challenge here was to render the elements while perfectly matching the light and perspective of each scene so the outcome looks natural and organic.