We were commissioned by Ogilvy to bring to life the amazing artwork on a very meaningful and important Dove campaign, fighting shame and creating awareness about #freethepits, yes that’s right, female armpits, because women shouldn’t be ashamed of their bodies.
The challenge was the format as there were a dozen of different formats from the traditional square, portrait and landscape to the enormous OOH screens in vertical and horizontal, having to split the screen in different video exports that had a seamless animation from one side to the other. Everything had to come together in a coherent and smooth visual output.
We used, as always, some AI techniques, creating depth maps that we later implemented in AE to create the illusion of a 3D world.
The Motion side was more traditional in the way of using traditional animation methods and caring about the animation curves as we always do.
The other challenge which is a regular one was the deadline and amount of feedback so we had to work overtime and get things done.
Ai, After Effects, Premiere Pro
The campaign was displayed in the subway in New York and many other places around the city with major coverage in the media, so we are really proud of seeing our work around the world and to be part of the #freethepits campaign. This is advertising that matters.
Animation director: Alixe Lobato
Producer: Josephine Amalie von Bülow
Animator: Alixe Lobato