Diving into the world of laundry, agency Dawn and director Johan Kramer created this peculiar and highly stylized film, focusing on the human rather than the machine.
Essential in making this concept work is the music score, which starts of by establishing a slightly magical atmosphere where everything seems possible - clearly signalling that this is no ordinary washing machine commercial.
From there, the music gently accompanies the transformation of the laundry-nistas into washing-heroes - a carefully crafted crescendo, balancing the heroism with keeping a light tone throughout.
AGENCY: Dawn
CREATIVE: Ward Graumans
DIRECTOR: Johan Kramer
AGENCY PRODUCERS: Monique van Smaalen & Ynske Postma
EDITOR: Chee-Han Wong:
GRADING & ONLINE: Glassworks
SOUNDDESIGN: Soundcircus
MUSIC: Ivo @ MOST
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