Pantene

PICS enjoys a long-standing working partnership with Grey London and when they needed a CGI studio to bring to life the nourishing effects of the Pantene Pro-V range, we were the natural choice. With a requirement to focus on close up shots of the product being applied to photorealistic hair but with complete behaviour control, our VFX & CGI teams created results working in perfect unison.

The brief we received presented a huge challenge but also many creative opportunities. As a result of lengthy technical and aesthetic development, we constructed optimal solutions for both the product and hair elements. Our capabilities in Houdini allowed us to push the boundaries and produce beautifully realistic hair simulations transitioning from dry & damaged hair to strong & shiny repaired results when the Pro-V product was applied.

Through exhaustive testing, multiple techniques were employed to resolve the need for photorealism. Our goal was for the consumer to assume the hair was filmed and not created in CGI. The stunning final sequences were aired in three Pan-European TV commercials, and across digital & social media. Our data was also suitable for the output of high-resolution stills for a print campaign.