From Ditroit in Milan, Italy: “[This] juicy and refreshing project [is] the outcome of an extensive and significant collaboration between Ditroit, Beeta, and Grey NYC for Pantene and P&G.

“The aim of the film was to romance the pure and natural ingredients, blended into the diverse formulas of this product collection: from rose water to jojoba, from bamboo to castor oil and biotin, each one with a clear personality and with precise beneficial features.

“Our challenge was to shape the world around each ingredient, picturing a brand new colorful journey, carefully condensed into a TVC.”

Watch the process reel:
 

 

Client: Procter & Gamble

Agency: Grey
Creative Director: Arturo Macouzet
Art Director: Emily Pracher
Executive Producer: Keira Rosenthal

Agent: Beeta
Executive Producer: Beatriz Romero

Production: Ditroit
Director: Ditroit
CD: Salvatore Giunta
Design/Development: Claudio Gasparollo, Martin Vokaty, Christian Cabiddu, Matteo Nicoli, Andrew Prousalis, Giovanni Mauro, Pietro Furbatto, Sergio Papa
Producer: Noemi Bugli

Audio: Smider