Head and Shoulders “Hats”

Based on the storyboard created by the agency, DSG provided art-direction services and then gave shape to the short, suggestive, graphic commercial of the “flying hats”.
In an early stage, starting from the indications and the sketch provided by the agency, Raluca Popa suggested a very creative graphical solution and drew the background in 2D.
Later on, the hats’ animation, created in 3D by Virgil Mihailescu, was superimposed against that background, shaping a dynamic that was meant to give balance to the entire visual ensemble.

Credits:

Project: Hats
Client: Head & Shoulders (Procter & Gamble)
Agency: Saatchi&Saatchi
Copywriter: Theodora Szabo
Art Director: Laura Iane
Producer: Monica Garbur
Production company: Chainsaw Europe
Producer: Diana Negoiţescu
Animation: DSG
3D supervision: Dragoş Ştefan
Modeling & animation: Virgil Mihăilescu
Art direction & background painting: Raluca Popa
Tools: After Effects, Houdini, Photoshop