Kumail Nanjiani gets dirty in Tide’s hilarious new spot

We're gonna need more Tide!
Work March 20, 2023

We collaborated with agency Saatchi & Saatchi, director Traktor and Stink Films on Tide’s hilarious new spot, which stars actor Kumail Nanjiani. Mill Creative Director & 2D Lead Artist Becky Porter led our VFX teams on viral video-esque ad that aired during March Madness. Topping off the spot is a grad by Mill Senior Colourist Elodie Ichter. 

“We were thrilled to collaborate once again with Saatchi and Saatchi and Traktor on another Tide ad. The success of the VFX in Tide is rooted in the success of the shoot. Production and post were in step from the origin of the project, and as we had an edit before our first shoot day, we were able to create a very robust methodology for execution. We used minimal green screen, instead working with production to build out portions of set which matched the original UGC footage. Toby's lensing and lighting was so accurate to the original plate, that once we got the footage into post we could really focus on how to degrade the shot footage to match the qualities of the found footage. Every shot was unique and required its own development. The results you see are a combination of grade work, filtering tools within our softwares, and experimentation with compression within Quiktime. Traktor, as always created a fun and collaborative environment in which all individuals could achieve their best, and it shows in the results of the final spot.”
-Becky Porter, Creative Director/2D Lead Artist

Discover the full credits list here.

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