Case study
Gillette ProShield Experience
Show me the videoThe Details
Gillette have been in a mission for several years, the objective – to reduce skin irritation caused by shaving. The first solution saw an increasing number of blades on each shaver head; the theory being that more blades equates to fewer shaving strokes, thereby reducing the amount of friction on the skin. However, Gillette found during extensive research that men’s shaving habits did not change as a result of more blades…
The Gillette ProShield was born; a razor that has a protective lubrication strip before and after the blade. Known for their innovation Gillette looked for an engaging way to communicate the benefits of ProShield and arrived at virtual reality (VR).
The Process
The emphasis from Gillette was on realism, the character, the environment and the animations all needed to be highly realistic. With that in mind V-Ray was decided upon as the engine in which to create the advert, a tool that is widely used by filmmakers for creation of special FX.
The development process took 6 weeks from concept to sign off. A simple schematic animation was the first customer deliverable, this is a very basic animation that enabled us to pin down the animations and timings. Once confirmed we started work on the musical score and the SoundFX, as well as 3D modelling of the character, environment and ‘furniture’.
One of the great advantages of VR is the ability to play with scale, one second you’re flying around a giant character, the next you’re at skin cell-level following the razor as it effortlessly glides over the skin, leaving a trail of smooth lubrication.
Strong emphasis was also placed on the SoundFX and musical score. On the disposable side of the mirror, the music was intentionally grating and friction sounds can be heard with each stroke of the razor. Counter that with a more uplifting music and SoundFX that depict smoothness, gliding and happiness.
