MassMarket and JWT New York have partnered up with noted fashion designer Isaac Mizrahi to make blowing mucus into a tissue fashionable for Kleenex in the new spot “Do My Thing.”
The 30-second spot, directed by Grady Hall, highlights different women (there are only women in this ad, because men don’t use tissues — they just blow snot rockets) expressing their personal style with their Kleenex selection. The new designs follow the ladies, enveloping their surroundings in their patterns and colors. To achieve the effect, MassMarket “brought together an interesting mix of artists and techniques to smoothly unite the multiple shots for this project,” explains VFX supervisor Diego Vazquez. This included implementing “traditional 2D, stylistic motion graphics and dynamic 3D.” The team’s distinctive visual design really shines in the spot, succeeding at making Kleenex’s new styles seem appealing and inviting. Credits after the jump.Credits
Client: Kleenex
Spot Title: “Do My Thing”
Agency: JWT NY
Production Company: Motion Theory
Director: Grady Hall
Visual Effects Company: MassMarket
Executive Producer: JJ Wilmoth, Louisa Cartwright
VFX Producers: James Taylor, Hillary Thomas, Giselle Bailey
VFX Supervisor: Diego Vazquez
3D Artist: Diego Vazquez
2D Designers / Animators: Paul Kim, Jacklin Yoo, Mara Smalley, Janice Ahn, Velwyn Yossy, Rachel Yonda, Eric Lane, Winnie Tom, Danny Koenig
Compositors: Diego Vazquez, Karen Heston, Warren Paeos, Sam Caine, Susanne Scharping
Editor: Cass Vanini
Telecine Company: Color Collective
Audio Production: Audio Engine