Smecta - The Complete Treatment
Going to the loo is something we do naturally every day. And when diarrhea strikes, we may guess that it’s because of something we ate, stress, or some kind of bug. But one thing is for sure. Our body is telling us that something is wrong inside and it’s trying to fight back. In our latest campaign for this trusted global brand, we helped to create an updated brand voice that is informal, educational and direct. With an approachable family of characters, the messaging is rooted in a calm and assuring tone that is friendly and conversational.
A Trio of Heroes
Getting the right personality behind a brand hero is subtle business. The character needed to be cute and approachable, but also smart, heroic and universal. The “hero” is in fact 3 characters - each performing an action that is delivered by the product - absorbing liquid, trapping impurities, and lining the gut with soothing medicine. Once the character is designed, we then move into modeling, lighting and rigging in 3D.
Journey to the Center of the Gut
It was important to get the texture of the intestinal lining just right - not so realistic that it’s unappealing but also close enough to the real thing that you could imagine these little fellas taking care of business as they stop, eliminate and repair the causes of diarrhea.
