The innovative scrub-dot technology
rinses clean and food free
rinses clean and food free
So, how do you make a washing‑up sponge with bits of food on it not look really yukky? You make it fun, of course!
This film was all about a sponge with a difference: the USP of the Fresh sponge is that food doesn’t stick. So a set of colourful, squidgy, fun‑looking “food” pieces was created in 3D to throw at the sponge and have them bounce straight back off, turning something a bit gross into something playful and satisfying instead.
Using the brand’s bright colours as a base meant the whole piece could lean into a really popping palette, and the upbeat music helped push that lively, playful feel even further.
Credits
Client: 3M
Agency: HPS Group
Creative Director: James Murphy
Producer: Miles Paulley
Art Director: Theresa Hilsden
Animation / post: Justin Lowings
3d modelling and animation: Onesal
Sound design: Richard Lewis
