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Project Brief
Gento is a trusted brand in cleaning supplies, aiming to redefine its effectiveness. They required a video that introduces the products well, and we narrate a visual journey of using the product across lifestyles and environments, from family homes to labs and the raw creativity of art studios. The objective was to position Gento cleaning products not merely as a cleaning agent, but as an indispensable presence across time, space, and life moments.
Position Gento as more than just a basic cleaning agent.
Showcase product usage and benefits to introduce products effectively.
Show product use across diverse lifestyles and environments (homes, labs, art studios).
Position Gento as a constant across time, space, and life moments.
Increase brand lift awareness in emotional resonance, boost digital engagement, and become the lead brand in cleaning awareness drives for regional distributors.
- Transition Complexity: We resolved this point with clever motion-based transitions, allowing the movement of one scene to initiate the next.
- Sound Balance: There was an organic ambient audio, cinematic background music and clear voiceover and combining them was a challenge and required precision. Our sound engineers created a layered audio mix, ensuring emotional cues were never lost beneath real-world sounds.
Production Process
We began with narrative mapping. Applying Gento as the thread connecting vastly different human experiences. Our creative direction team built a storyboard that reflected real-life transitions:
- A mother reaching for Gento in a bustling family home.
- Scientists in white coats testing formulas.
- Factory workers amidst synchronized automation
- Artist's mid-brushstroke, hands covered in paint, interrupted only by the need to cleanse and reset.
- We created every scene to serve a purpose, highlight functionality, demonstrate versatility, and underscore emotional resonance.
We shoot across four meticulously scouted locations. Each environment had distinct visual demands, from soft domestic lighting in the home scene to industrial-grade lighting in the lab. We deployed a variety of cinematic tools:
- Steadicam and drone for immersive motion
- Match cuts and whip pans for location transitions
- Colour grading to maintain tonal consistency across settings
We used advanced cinematographic techniques to create fluid movement, simulate time compression, and build momentum till reaching a visual and emotional climax. Using the speed ramping technique helped us shift narrative pace, slowing for moments of reflection and accelerating during pivotal transitions, culminating in a high-impact product reveal.
We layered a sound design that played a central role, including Voiceover narration, Ringtones, Factory hums, brush strokes, and water flow. And cars brake sound in the desert. Regarding visual effects and color grading, we integrate product shots within natural settings. Using warm tones for homes, sterile whites for the lab, and vibrant palettes for the studio to create both contrast and harmony. We composed each frame to global visual standards, tight on detail, wide on context.
Gento becomes a silent companion across lifestyles, industries, and creative pursuits. It doesn’t interrupt life; it moves with it. The campaign received:
- Increasing Brand lift and awareness in emotional resonance.
- Increasing engagement rates on digital platforms.
- Gento becomes the lead brand in cleaning awareness drives for regional distributors.
