Taylor James (New York and London)  produced this TV spot for Colgate to launch its most advanced technological toothbrush, ProClinical. Integrating live-action with photo-real CGI, the production included shooting the hand on green screen and combining this with the CGI product and environment to reveal this 30 second TVC.

BRIEF

The agency came to Taylor James with a very specific brief for a 30 second live-action TV spot which would highlight all the key features of this new and unique revolutionary toothbrush for Colgate.

The commercial had to be very focused on the product (toothbrush) throughout, and shot with a sense of slow-motion, combined with quick acceleration. The egg was used to represent a tooth, with its tough outer shell and soft inside. The point of which is that different surfaces of your teeth need to be cleaned in different ways – and this technical whizz of a toothbrush has sensors which puts it into autopilot and adjusts to your mouth.

So with all this in mind and their overall desire for a clean and modern feel for the background – somewhere between technological & futuristic and neutral & fresh, Taylor James willingly began to plan the production!

PRODUCTION

The team at Taylor James had to keep in mind that the main point of this product is it’s techological detail and capabilities. So they were producing a detailed CGI product with enough photo-real qualities to sustain a couple of very close-up (almost macro) shots.

They gathered accurate references in line with the style the client desired, created moodboards and storyboards for the live-action shoot  and then headed to Shoreditch Studios. The “prop” egg was made from silicon and egg shell and was shot on green screen on RED, capturing our lovely hand model reaching to remove the top of the eggs shell to reveal the white inside. We integrated this live-action film back in the London TJ studio with a CGI toothbrush created from scratch from the product references and measurements, along with a CG environment. Check out the animatic and breakdown videos.

Colgate from Taylor James on Vimeo.

Colgate from Taylor James on Vimeo.

RESULTS

The final results feature a slick TVC which explores the product in seamless detail to exemplify its technology. This was shown on prime-time TV but see the action on the Colgate website here.

A flawless blend of live-action and CGI, showing TJ’s impeccable capabilities to integrate photography and live-action with CGI for a un-matchable photo-real result.

Taylor James decided to then use the digital assets to create their very own interactive piece – Click on this link to see the interactive version.  Once you are at their site click on the 6th tab to interact! Click on the image and  rotate the complete CGI toothbrush in all dimensions. Taylor James has optimized this to run smoothly online for general consumers to view the product in detail from their desktop.