The challenge soon became an opportunity. Going back to the drawing board, the creative team at SCS found inspiration in the way Nigel Stanford’s Cymatics explorations bring the effects of sound to life in a piece we titled “The Science of Shine.” Merging talents with those of composer David Helpling and the CGI animation team at Monkeyhead, we set out to re-imagine the hydrophobic effects of Mothers® CMX® line by bringing the water and suds to life all across a Mothers® 2021.
Mothers® CMX® Line of Car Care Products
Liquid Technology
Comes Alive
Mothers® is a brand that takes particular pride in new technologies to help car enthusiasts care for their cars, and their new line of CMX® car care products are a prime example of cutting-edge liquid technology that features insanely hydrophobic properties. With this as the foundation for inspiration, SCS set out to create a campaign that emphasized the technological edge of the CMX® line in a way that would bring those hydrophobic properties to life. But like so much of life at the time—mere days ahead of the production—a global pandemic shut down all hopes of executing our vision.
CLIENT
Mothers
PROJECT
CMX® Car Care Products Campaign
DELIVERABLES
Positioning, Broadcast, Social and Digital Video, Display and Social Content
THE
PIVOT
We were creating something completely new, so we knew we needed to proceed with everyone in full lock step. By ensuring creative collaboration between agency, client, composer, and animators from the start, we were able to methodically step through the process beginning with design of the environment, including wall sized speakers all around. Once we had our stage, and our car, we roughed in the music, and started the process of defining the nature of the water’s reaction. Little by little the team honed, tweaked, and refined the spot until we had what we considered a beautiful and genuinely unique piece of communication.
THE
PROCESS
THE
PROCESS
We were creating something completely new, so we knew we needed to proceed with everyone in full lock step. By ensuring creative collaboration between agency, client, composer, and animators from the start, we were able to methodically step through the process beginning with design of the environment, including wall sized speakers all around. Once we had our stage, and our car, we roughed in the music, and started the process of defining the nature of the water’s reaction. Little by little the team honed, tweaked, and refined the spot until we had what we considered a beautiful and genuinely unique piece of communication.
RESULTS
The CMXatics campaign evolved from a single vision for a :30 second presentation of “The Science of Shine” to a broader launch campaign that spanned social videos and posts, pre-rolls, digital display, and page takeovers.
