Vicks - Art Direction - 2017
The ideal medicine
This commercial marked my debut in global market projects and was my first assignment at Publicis. I was captivated by the creative process from the very start.
Humbly speaking, this production involved Hollywood-grade techniques and equipment, including an impressive full-scale helicopter prop on set, all contributing to an exceptional final piece that combined innovation with cinematic quality. This project taught me invaluable lessons about high-caliber production standards and strengthened my passion for creative advertisment.
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About the project
Working with P&G is always fascinating—they're industry giants who demand the highest standards. The project pipeline is especially intriguing, involving a global network of professionals collaborating on a single initiative. This vast structure was surprising at first, but it's been an incredible learning experience that has expanded my perspective on what can be achieved through global teamwork.
Initially, this commercial was intended for the Russian market. However, the concept proved so strong that P&G requested adaptations for the Italian, Polish, and German markets as well. This posed an exciting challenge: our actors needed to either speak or convincingly mimic all these languages, so we had translators on set to guide the actors in lip-syncing for each language, ensuring authenticity across each
We collaborated closely with Televisor Studio to bring this vision to life.
Their commitment to detail, cutting-edge equipment, and seamless teamwork created an atmosphere that was as exhilarating as it was inspiring—working with them truly felt like being a kid at Disneyland. This was one of the most satisfying projects I've ever worked on, and the experience left a lasting impact on my approach to high-stakes, multi-market products.
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Creative Process
Before hiring actors or estimating the cost of props, we needed to ensure our concept was fully developed and effective, so we created detailed animatics and storyboards for client approval before any production decisions. Initially, our lead actress was envisioned as blonde, but after evaluating market needs, we opted for a more universally appealing look to resonate across different regions without cultural disconnection. This process was fascinating as it required balancing multiple factors, from selecting props to making creative choices, while considering the brand's color scheme, actors' appearances, environmental lighting, and subtle details like the office setting to ensure that all elements worked harmoniously to support the brand's image.
Post Production
The studio we worked with ( Televisor ) made an excellent job by composing our spot. From the city skyline to the helicopter and taking our considerations and specificities on color-correction, they rue them all.
As shooting a real helicopter was out on the table we had to opt for a CGI, a safe option to guarantee we could control every aspect of our spot, like lights, focus, depth of field, and other parameters that would be very hard to align. Mainly because the weather in Poland is a bit tricky
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Final Cut
