Earth Breeze sells laundry detergent sheets direct to consumers. No supermarket shelf, no retail buyer, no packaging doing the work in an aisle. Every sale comes from an ad someone chose not to skip.
Damien J. Bartlett and his team directed & produced their commercial output across roughly three years: national television spots, product photography, lifestyle imagery, and social advertising.
Direct to consumer means the ad is the entire storefront. There is no salesperson, no display, no second chance. The spot has to explain the product, prove it works, and close, usually in thirty seconds and often in fifteen.
It also means volume. One hero spot does not sustain a campaign. The brand needs a constant supply of variations, formats, and angles to test against each other, and every one of them has to hold the same standard.
National broadcast commercials for laundry detergent sheets and dryer sheets. Product photography for e commerce and packaging. Lifestyle imagery shot in real homes rather than staged sets. Social cutdowns and vertical variants built from the same production days.
The approach was to plan every shoot around the full deliverable list from the start, so one day produced the broadcast spot, the fifteen second cut, the verticals, and the stills. That is how a brand sustains a testing schedule without a new shoot every month.
A multi year library of broadcast and digital assets across television, paid social, e commerce, and packaging, all holding one visual standard.
Nobody commissioned this one. We built it to show what a mascot campaign looks like when the character comes from real performance rather than a prompt.
Sustainability brands have a positioning problem. The category talks about guilt, and guilt does not sell laundry detergent. Geico solved the same problem for insurance with a gecko: a character carries the emotional work so the product does not have to.
So we built Gus. A friendly animated turtle, designed to be recognized in three seconds and reused for years.
How he was made. Real actors, cast and directed. Motion capture driving the character, so every gesture came from a human body rather than a model guessing movement. Animation rendered locally on our own NVIDIA hardware, then finished through traditional post with visual effects, editing, and sound design.
The point of the exercise was cost. CGI Character animation at this standard normally means a studio budget and a long timeline. This pipeline delivers broadcast quality mascot work at a fraction of both.
Gus was built for Earth Breeze, holding their product, as a demonstration of what their existing mascot could become on screen. The pipeline behind him works for any brand with a character, or any brand that wants one built.