Simplicity mixed with research, intelligence and a touch of boldness. Welcome to Ditroit.
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The hero of the film is the acclaimed Pro-V, the unique formula that transforms hair and makes it stronger.
P&G group challenged us to reimagine and portray the Pro-V genesis, as well as its first rendez-vous and love relationship with a pool of shampoo, giving birth to a product able to regenerate hair from the root to the tip.
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DDD is a 3-day event that attracts a wide range of communication professionals coming from all over the world, all blended into a single vibrant audience.
This diverse & eclectic network of personalities mirrors in our film through a variety of abstract 3D objects that only interact once in contact with a shape that behaves differently. We describe the latter as «INTRUDER», and it personifies “communication” itself.
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The swinging of a pendulum serves as an introduction to a series of microcosms made of dreamy shapes and colors: hypnotic environments inspired by the name of the collection itself.
The surreal images of this film are inspired by some of Salvador Dalì’s works. We figured that the compositions, the shapes of the elements, and the lavishness of his images provided an excellent starting point.
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Working closely with the AXN creative team in London, we manufactured five idents mixing 3D elements and live-action.
An intriguing narrative was perceived throughout the idents, focusing on the “Live Red” keywords: anger, evil, speed, heat & danger.