Behind Closed Doors

Agency Network: 
Published/Aired: 
November 2021

Description

To release the ‘Unstopable’ freshness in the latest ad for fabric softener Downy, production company Townhouse and advertising agency Grey have teamed up with Nice Shoes. The creative studio provided end-to-end post production for the campaign, entitled ‘Behind closed doors’.

The 30” spot, directed by Aircastle through Rattling Stick, opens on a typical everyday scene; a man sitting in his bedroom. The story then flips, however, as bright neon light shines through the closet doors, summoning him to reach for a particular shirt. The viewer is quickly transported behind the closed doors of Downy’s playful and exciting world.

In the spirit of Downy’s campaigns, the ad focuses on fun and exciting times. The spot brings 90s pop culture to life - from the actors’ costumes and set colours to the music used in the spot: La Bouche’s famous ‘Be My Lover’.

To relay dynamism to the already vivid spot, whilst also keeping a contemporary feel, the team at Nice Shoes produced a mind-blowing CGI world that supported the extraordinary staging of the directors. In addition to VFX, the creative studio provided colour, editing and finishing for the spot.

Film advertisement created by Nice Shoes, United States for Downy, within the category: Other.

Advertising Agency: Nice Shoes
Editor: Colin Loughlin
Colorist: Sal Malfitano
Finishing: Jason Farber
VFX artist: Arthur Dorrington
Executive Creative Director: Harv Glazer
Creative Directors: Eleven
VFX HOP: Fred Schuler
VFX Production Coordinator: Johannes Reinhardt
VFX Supervisor: Maris Polis
CGI Supervisor: Joris van den Berg
3D Artist: Gunter Freese
Particle Simulation: Sebastian Kowalski
Compositing Artists: Michael Welz, Philipp Walz
2D Artists: Arjen van der Wal, Daniel Schmidt
HOP: Beth Fitzpatrick
EP: Tara Holmes
Producer: Naomi Spiro
EP/Head of Sales: Chloe Sedelmaier
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