P&G: CGI & FOOH

Ten P&G brands, eleven markets and 40-plus CGI and faux out-of-home videos since 2023, most of them putting a product where it has no business being.

Client

P&G

Brands

Pantene, Herbal Essences, Head & Shoulders, Aussie, Oral-B, Fairy, Ariel, Lenor, Always, Old Spice

Year

2023-2026

Markets

Romania, Serbia, Albania, Bosnia and Herzegovina, Poland, Greece, UK, Italy, Spain, Germany, France

What we did

Idea, Location scouting, Shoot, CGI production, Compositing, Edit, Sound design, DOOH, Creator content

The brief

It started with Starbucks. In September 2023 our faux out-of-home (FOOH) clips for the Pumpkin Spice Latte put pumpkin hot-air balloons over the Parliament in Bucharest and PSL Ferris wheels in Bucharest and Sofia (the Starbucks case). Within weeks Pantene Serbia and Pantene Romania had briefed us. Pantene Romania wanted a fresher way to use the creators it already worked with.

The briefs that followed went all the way up to P&G’s European teams, and they all wanted social video that stops the scroll and still sells the claim. Pantene Europe asked for “eye-catching FOOH concepts” for Bond Repair “in 4 markets”. Fairy’s brief was to “demonstrate the MAX in Fairy’s Max Power”. Head & Shoulders wanted one master with a PR-stunt feel and a mandatory “Instant cooling. 24H itch relief.”

The idea

Put the product somewhere it can’t be. A giant bottle on a real square, filmed like a passer-by’s phone footage, plays as a “did you see that?” moment in the feed. For Pantene Romania and Fairy the brand’s own creators stand in the shot, and in June 2024 the Pantene stunt grew out of the brand’s real billboard at Universitate.

Only the stunt is fake. Plates, HDRIs and drone footage are shot on location, after legal has vetted the locations. Compositing, edit and sound design happen in-house, with 9:16, 4:5 and 16:9 cuts for each platform.

How it worked

• Pantene came first. Serbia got its FOOH at the end of 2023. In Romania we shot a series with Sânziana Negru on the Basarab Bridge, at the History Museum and over Herăstrău Lake in November 2023, then “Golden Week” in March 2024: a golden parade truck rolling past Arcul de Triumf, with a DOOH version. In June 2024 four ambassadors, Sânziana Negru, Ioana Grama, Valerie Lungu and Sînziana Sooper, press a button and vitamins and balloons burst out of the real Pantene billboard at Universitate, with DOOH alongside.

• Oral-B got four Monumental Care films, in which an iO brush cleans a real Bucharest facade and the restoration spreads across the building, two of them with Dana Rogoz and Ana Țepuș. The campaign has its own case page. Fairy Max Power squeezed a giant bottle out of a facade until one drop hit a sponge, with Leoo Dumitru on Calea Victoriei for TikTok and Prăjiturela in Piața Romană for Reels. A year later P&G asked to reuse it in other markets.

• June 2024 was laundry month. Lenor flowers rained on Bulevardul Aviatorilor for three scents, a mesh dropped off Warsaw’s Palace of Culture and Science to reveal a giant Lenor bottle, and “Perfume Therapy” ran as 3D DOOH at the Marriott Warsaw and Hanza Tower in Szczecin. Ariel got “Yield to the Pods”, a building on Piața Romană turned washing machine, plus “Digital Laundry Chaos” on DOOH and “Fast Clean”, localised for Tirana, Belgrade and Sarajevo.

• For Pantene Europe, a bus releases golden pearls on Rome’s Piazza del Popolo (June) and a lock of hair snaps as Tower Bridge opens, then mends as it closes (July). In September came the Bond Repair “Product Drop”: a golden helicopter lowers the bottle onto Trafalgar Square, Piazza di Spagna, Puerta de Alcalá and the Brandenburger Tor while gold spreads over each monument.

• Festival season belonged to Old Spice. We made Night Panther, Rockstar, Captain and a bus for EXIT 2024 in Belgrade and Novi Sad, and Night Panther and the bus went up on Old Spice Serbia’s channel. Captain and Panther followed for Untold in Romania. At Untold, Oral-B’s iO, the same 3D brush from Monumental Care, also played DJ, cut with real crowd footage.

• In October 2024 we made the “40” for Always’ 40th birthday in Greece, balloons and a ribbon with Greek copy over aerials of Athens, as production partner to Leo Burnett Greece. Six- and 15-second YouTube cuts followed. The same month a giant Aussie Super Serum tube rose out of the fountain on Trafalgar Square and kangaroos took over.

• Most of 2025 went to Herbal Essences Europe. Big Ben and the London Eye were covered in chamomile while tourists filmed (with German and French versions), then Cologne Cathedral, then “Argan Oasis”, which turns London, Berlin and Madrid into a Moroccan oasis with the product on screen in the first two seconds. Ariel France got a giant pod that brings the washerwomen statues to life on laundry day in Paris: “C’est Ariel grandiose”.

• In 2026 Head & Shoulders Europe briefed “Mojito” for Menthol Fresh: ice takes over a bus stop at “-5°C cooling sensation”, one master for Europe’s five biggest markets. It was our first build with hybrid 3D and AI VFX. VFX finals that used to take about three weeks reached the CGI team the same afternoon.

Results

Credits

• Client: P&G (Pantene, Herbal Essences, Head & Shoulders, Aussie, Oral-B, Fairy, Ariel, Lenor, Always, Old Spice)
• Agency: Tuio

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