Responses by Salvatore Giunta, cofounder/creative director, Ditroit
Background: Part of a global campaign for Pantene’s Nutrient Blends product range, this thirty-second spot aims is to highlight the natural ingredients that make up each element of this collection. Since Pantene is a classic brand that is found on supermarket racks worldwide, the campaign was directed not only towards a wide adult female audience, but also towards a teenage audience as well.
Reasoning: As we were jumping into the body care universe mainly designated towards a female consumer market, the intention was being able to convey freshness, lightness, lightheartedness and femininity through our designs for each product. Simultaneously, from day one, the goal was to figure out how to set forth each ingredient, identify its main characteristics, and find a way to make it look unique and sophisticated in each shot.
Challenges: To be honest, the project was one big challenge in its entirety as on one hand, we had to communicate the products. On the other, we had to come up with a new visual narrative for the brand itself. We did not want to overturn the typical communication universe of Pantene; hence, we tapped its most distinguishing features and made them our own, bringing added value and our vision into it.
Favorite details: At the moment, I am fond of the composition layouts and the props. The shots are well-constructed as the elements are introduced one at a time to create beautiful balances within the screen space. One of my favorite designs is the packshot made of bamboo leaves. We are often asked if we used any plugins to create it and the answer is “NO.” We actually placed each leaf manually, in the right place.
Visual influences: The first inspiration came from the protagonists of the campaign, the natural ingredients of the collection, such as the bamboo, the castor oil, the rose water, the jojoba and the biotin. We identified the main features that could be recognizable and coherent and used them as a starting point for developing the shots. To us, graphic design stands for neatness and rigor. This rule has been fully applied in designing the layouts and in finding the balance in every shot.
Specific demands: Following the agency’s instructions, we did not make use of a female protagonist as we’re used to seeing in most Pantene commercials. Instead, we designed the entire campaign through a more abstract approach, relying only on digital tools. Bottom line, finding a balance between the typical Pantene imagery, and a fresh, design-oriented language was the most challenging aspect. However, having the opportunity to help implement this vision for a well-known international brand, on such a large-scale, was highly motivating and exciting.
Anything new: The success of this project is a result of the awesome collaboration between the Pantene team, Grey New York, Beeta and Ditroit. We have to give a shout out to everyone involved for being supportive, appreciative of our work and for making this a great experience!