Charlex recently showed off the range of its production and post-production capabilities, using CGI and other methods, with a lively spot for all Laundry Detergent via Merkley + Partners. The 30-second commercial promotes the new Mighty Pac liquid product by all, taking the viewer through a splashy visual timeline displaying the company's historic lineup of products. Fluid simulations, particle effects and shape animation form the front-end of the commercial.
"This spot had a lot of moving parts," noted Charlex CD Dade Orgeron. "We did everything, from live-action, to CG, to dozens of visual effects and compositing techniques—all the way from concept to completion, all under one roof."
Charlex ECD/Director Ryan Dunn shot the live-action and worked with Orgeron on the initial pitch. "Dade and I were on the same page early on for how we wanted this spot to look, feel and move. I wanted to make sure that the live-action element blended seamlessly with the opening sequence as well as blend into the product demo. Good planning and smart communication made for a very seamless workflow on all sides of the production."
The agency initially approached Charlex with a sequence that unveiled the products nesting-doll style; Charlex took that idea and put a high-energy spin on it. "The agency creatives really appreciated our take on the evolution of these products up front," said Orgeron. "We also made these really detailed storyboards in addition to our CG styleframes, both of which gave the team at Merkley a good amount of confidence that we could collaborate with them to bring this complex commercial to life."