Dettol UK

Client: Reckitt Agency: Energy Studios
Year: 2022
Type: Advertising

I was approached by Energy Studios to create a series of promotional videos for the Dettol cleaning products. The project involved crafting various letterings from different substances, including dirt, tomato sauce, coffee, and the accompanying movie sets. I documented the entire process and compiled it into engaging promotional videos. These were part of a larger campaign developed by Energy Studios.

Dettol Campaign
Play Video about Biscuit Lettering Thumbnail
Play Video about ToothpasteLettering Thumbnail
Play Video about Dirt Lettering Thumbnail
Play Video about Sauce Lettering Thumbnail
Dettol Video Campaign - Tomatosauce Lettering
Dettol Video Campaign - Toothpaste Lettering
Dettol Video Campaign - Dirt Lettering
Dettol Video Campaign - Tomatosauce Lettering

—the process

First sketches

Initially, we began by exploring various layouts and styles for the materials. At this stage, the concepts were still in the process of being validated and implemented.

Dettol Video Campaign - Sketches

Biscuit Lettering

For the lettering made out of biscuits, we tried out different techniques like crafting with crumbs, embedding designs in crumb piles, and arranging crumbs into letters. We tested various backgrounds for the best contrast and clarity of the design.

Biscuit Exploration
Toothpaste Exploration

Toothpaste Lettering

While we quickly sourced the other materials, we conducted additional explorations with the toothpaste option. Our experiments included soap, foam, toothpaste, and shaving cream. Initially, I created the background using green tiles, but we later decided to switch to white tiles to achieve better contrast.

Tomato Sauce Lettering

For the sauce lettering, we considered using tomato sauce as our medium. Initially, we brainstormed various approaches for incorporating it into our design. I experimented with several methods, including writing inside the sauce, writing with the sauce, and incorporating other elements such as tomatoes and leaves into the sauce.

Sauce Exploration
Dettol Video Campaign - Final Implementation

Film Sets

In the final implementation of our project, I constructed various film sets and sceneries that mirrored different household scenarios, providing a backdrop for the letterings. For example a set of tiles for the bathroom set served as the perfect setting for the toothpaste lettering, emphasizing cleanliness and hygiene. Meanwhile, a cozy coffee table setup made out of a glass pane and a rug offered a natural space for the biscuit lettering. These carefully crafted environments not only enhanced the thematic relevance of each piece but also added a layer of storytelling, making the lettering come alive within its intended setting.

Dettol Video Campaign - Biscuit Lettering
Dettol Video Campaign - Biscuit Lettering after wipe
Dettol Video Campaign - Sauce Lettering
Dettol Video Campaign - Sauce Lettering after wipe
Dirt Lettering before wipe
Dettol Video Campaign - Dirt Lettering after wipe
Dettol Video Campaign - Toothpaste Lettering before wipe
Toothpaste Lettering after wipe