Biore 'Body Scrub'
In keeping with the product's spotlessly clean image, Director Francis Tan from Square Box Jakarta adopted a minimalist approach for the recent commercial campaign by Dentsu Indonesia for Biore 'Body Scrub'."Our intention was to inject a new lease of vitality to the Kao Biore identity. An understated and sophisticated look was key to achieving this objective. This is one genre and spot that could easily get 'over-treated'. Especially with all that mandatory beads and massaging demos in between," commented Tan.
A key concept conveyed in the spot centres around Biore's unique scrub beads that gently massage, refresh and lighten the skin. BMD's 3D team started out with a number of tests to pre-visualise the size, texture and motion of the beads and worked closely with Director Francis Tan to perfect the desired look.
Initial scrub bead tests where beads displayed a slightly glossy and reflective surface were rejected in favour of a softer more 'marshmallowy' appearance, connecting the beads more closely with foam, and lending them a gentler more caressing quality.
The motion of the beads was also given careful consideration with the final animation settling on a combined circular and pulsing action to represent the gentle cleansing properties of the product.
BMD VFX Director Damien Yang commented, "Overall we wanted to achieve a very clean look and feel for the spot. Visual effects were minimal and limited to simple set extensions, composing of some natural elements such as the green tea in the opening sequence and subtle grading of the talent's skin tone for the before and after scenes."
To further compliment the ethos of understated elegance, conventional music was cast aside in favour of stylishly sparse vocals and sound design adding the finishing touch to a refreshingly clean commercial.