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Go ‘Behind Closed Doors’ in Downy’s Latest Spot for Unstopables

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Nice Shoes provides end-to-end post production for the playful ad from Grey and Townhouse

Go ‘Behind Closed Doors’ in Downy’s Latest Spot for Unstopables

To release the ‘Unstopable’ freshness in the latest ad for fabric softener Downy, production company Townhouse and advertising agency Grey have teamed up with Nice Shoes. The creative studio provided end-to-end post production for the campaign, entitled ‘Behind closed doors’.

The 30 second spot, directed by Aircastle through Rattling Stick, opens on a typical everyday scene; a man sitting in his bedroom. The story then flips, however, as bright neon light shines through the closet doors, summoning him to reach for a particular shirt. The viewer is quickly transported behind the closed doors of Downy’s playful and exciting world. 

In the spirit of Downy’s campaigns, the ad focuses on fun and exciting times. The spot brings 90s pop culture to life - from the actors’ costumes and set colours to the music used in the spot: La Bouche’s famous ‘Be My Lover’.

To relay dynamism to the already vivid spot, whilst also keeping a contemporary feel, the team at Nice Shoes produced a mind-blowing CGI world that supported the extraordinary staging of the directors. In addition to VFX, the creative studio provided colour, editing and finishing for the spot.

Sal Malfitano, senior colourist at Nice Shoes says: “The colour brief was to keep the 'real world' opening and closing shots warm with an early evening kind of vibe. And once we got into the closet party world we went more pop, contrast and colour. We did a pre grade with the creative team for the VFX team and then did a final master grade on the final VFX shots. It gave the VFX team a palette to work from and me a place to continue from.”

“It is great to work on an end-to-end workflow and pipeline, as technical and creative efficiencies are greatly enhanced, when the whole team is involved in a campaign. Because we are designing a workflow for a specific job as an internal team we can spot potential problems faster and shift schedules and resources faster, improving efficiencies. It's a net positive almost all of the time for the final product” adds Sal.

Colin Loughlin, editor at Nice Shoes comments: “We had so many collaborative artists in each part of the pipeline, we could always discuss the vision for the final look & feel.  From shoot to edit to colour to composite to mix, everyone involved wanted to create the best spot possible, and our team at Nice Shoes is certainly feeling that was achieved through a great collaboration.”

Eleven, creative director at Nice Shoes: “It was a great experience to work with the production team at Townhouse. They perfectly understood the VFX workflow so we could all focus on the right steps at the right time. The only tricky part was to coordinate creative talents in three different countries and time zones (USA, Germany, Hungary), while tackling complex shots with extensive rotoscoping and full CG set replacements, but all worked out perfectly.”

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Nice Shoes

Editor: Colin Loughlin

Colorist: Sal Malfitano

Finishing: Jason Farber

VFX artist: Arthur Dorrington

Executive Creative Director: Harv Glazer

Creative Director: Eleven

VFX HOP: Fred Schuler

VFX Production coordinator: Johannes Reinhardt

VFX Supervisor: Maris Polis

CGI Supervisor: Joris van den Berg

3D Artist: Gunter Freese

Particle Simulation: Sebastian Kowalski

Compositing Artists: Michael Welz, Philipp Walz

2D Artists: Arjen van der Wal, Daniel Schmidt

HOP: Beth Fitzpatrick

EP: Tara Holmes

Producer: Naomi Spiro

EP/Head of Sales: Chloe Sedelmaier


Chief Creative Officer: Justine Armour

Executive Creative Director: Joe Mongognia

Senior Writer: Abigail Hoeflinger

Art Director : Alyssa Gaddis

SVP, Account Director: Ernesto James

Account Supervisor: Mackenzie Alderman

Account Executive: Allie Segel

Asst Account: Hayley Weisstuch

Executive Senior Planner: Tilly Scullion

Local Service Company: Angel Films


Chief Production Officer, North America: James McPherson

Director of Production: Kim Kietz

VP, Integrated Producer: Lauren O’Driscoll

Associate Producer: Brooke Azzaro

Senior Business Manager: Vicky Giovanis

VP, Head of Talent: Natasha Howell

Music Producer: Kurt Steinke

Rattling Stick

Directors: Air Castle

Partner/Executive Producer: Joe Biggins

Executive Producer: Jeff Shupe

Head of Production: Richard McIntosh

Controller: Sean Curtis

Line Producer: Ed Callaghan

Genres: Choreography, Visual VFX, People, Storytelling

Categories: Home, Laundry

Nice Shoes, Fri, 19 Nov 2021 12:02:36 GMT