Laundry detergent is not a category often associated with noteworthy design but that prejudice may be changing with this recent work from Buenos Aires motion masters Lumbre and agency 9Rooftops for appliance giant Whirlpool.

Lumbre creative director Sergio Saleh: “Whirlpool has launched a new smart laundry detergent called Swash and our job was to bring a little fun into doing laundry while never losing track of three keywords: simple, neat, and precise.

“This project evolved out of the necessities of the moment. The original plan was to film everything, but COVID-19 opened the doors to pursue other aesthetics and executions. We are delighted that Whirlpool and 9Rooftops trusted us to adapt the project to a graphic, animated world.

“We took 2D animation, 3D animation, live footage, and fluid simulations and threw them all into the wash together. Put on whatever you have left in the back of the closet that is still clean and hit play because today is laundry day!”
 

Client: Whirlpool

Agency: 9Rooftops
Creative Directors: Michael Dunn, Richard Vetter
Executive Producer: Matt Gemmill

Production: Lumbre
Creative Director: Sergio Saleh
Executive Producer: Pablo Encabo
Account Manager: Jeff Keisel
Art Director: Adriana Campos
Lead animation: Julián Cooke, José Cambariere
Additional art direction, design and animation: Atlántico
2D and 3D Animation: Ignacio Farias Sunier