ECQWA makes stop-motion waves
A new campaign for detergent brand ECQWA shuns the recent move to AI, and even turns its back on CG, with a craft-filled stop-motion spot.
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Credits
View on- Agency Contrapunto BBDO/Moscow
- Production Company Bureau Working Title
- Director Ivan proskuryakov
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Credits
View on- Agency Contrapunto BBDO/Moscow
- Production Company Bureau Working Title
- Director Ivan proskuryakov
- Creative Director Kristina Denina
- Art Director Alexey Pavlov
- Senior Copywriter Elena Chernyuk
- Senior Art Director Mikhail Yarovikov
- Producer Maria Volchuk
- Director Ilya Cherepitsa
- Production Designer Ekaterina Sinyakina
- Executive Producer Igor Sayfullin
- Producer Anna Klever
- DP Nikolay Romankov
- Animation Alla Solovyeva
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Credits
powered by- Agency Contrapunto BBDO/Moscow
- Production Company Bureau Working Title
- Director Ivan proskuryakov
- Creative Director Kristina Denina
- Art Director Alexey Pavlov
- Senior Copywriter Elena Chernyuk
- Senior Art Director Mikhail Yarovikov
- Producer Maria Volchuk
- Director Ilya Cherepitsa
- Production Designer Ekaterina Sinyakina
- Executive Producer Igor Sayfullin
- Producer Anna Klever
- DP Nikolay Romankov
- Animation Alla Solovyeva
ECQWA set themselves a challenge to introduce a new cleaning product without the clichés of a happy family, and without relying on CGI.
The result is this 30-second spot from Contrapunto BBDO Moscow, directed by Ilya Cherepitsa and Ivan Proskuryakov through Bureau Working Title. With stains a natural part of the fabric of life, Contrapunto aimed to created a textile universe where those stains became epic natural disasters, disasters which are ultimately defeated by our stop-motion heroine, Elsa, with the help of ECQWA.
With every object in the spot built by hand - denim oceans with breaking waves, a coffee volcano erupting for real, a whirlwind of grass and a waterfall cascading from a down-feather scarf - the spot is a beautiful and vivid piece of work, even if the voice over doesn't quite do that work justice.
With two directors working across eight days of production and up to four hours of work per frame and two bespoke puppets created exclusively for the project, it's a beautifully realised piece of work.
