Sano is a leading Israeli company in the consumer products sector, known for its innovation and wide range of cleaning and home care products. For new product launches, Sano invests in creative visual campaigns that use advanced technologies to highlight product benefits and capture consumer attention on social media platforms.
The Client
Sano-Bruno’s Enterprises Ltd
INDUSTRY
Toiletries
My Role
Creative & Direction & Production: I conceived the project's core idea, directing the CGI artist's work.
CGI Video
Diffuser Launch
A video created to launch Sano's "Black Series" fragrance diffusers. The video combines live-action footage with CGI elements, showcasing the product at an immense size in a dramatic way to emphasize its powerful fragrance and innovative design.
KEY Challanges
Standout Visual Concept
It was necessary to come up with a creative idea that would break the mold and make viewers stop scrolling to see what the advertisement was about.
Blending CGI with Reality
The technical challenge was to create a seamless and believable integration between the filmed environment and the 3D product model, making the video feel realistic.
Delivering Complex Messages
We were tasked with communicating all of the product's key messages—powerful fragrance, sleek design, and innovation—within a short, fast-paced video in a way that was both clear and engaging.
The strategy
The strategy was to create a concept of an "unrealistic object in a realistic space." We chose a recognizable urban location for a static shoot, and then integrated a gigantic CGI model of the product. We incorporated animations of leaves and flowers "bursting" from the product to visually represent the powerful fragrance diffusion. This approach created the "disruptive" effect we wanted and immediately highlighted the product's benefits.
RESULT & IMPACT
The video successfully achieved its goal, creating a significant impact on social media and grabbing audience attention in a unique and innovative way. The final product was enthusiastically received by the client, who felt they had received the best possible outcome that met and even exceeded their expectations.
