When FCB handed us a hilariously sharp script, we knew exactly how we wanted to bring it to life: dial up the cheekiness, lean into the charm. Make it playful, a little absurd, and totally deadpan.
We went for stylized realism with a dash of physical humour, and harnessed Arrested Development energy: awkward reaction shots, perfect timing, and just the right amount of chaos.
The result? A wildly fun project that hit the mark—and earned us a sequel: four more spots the next year.
PineSol "Only One You Need" :15
Process and R&D
We pitched a 3D approach designed to feel like premium stop-motion—tactile, playful, and full of character.
We brought the cleaning products to life with humour and charm, as if they’d just woken up in the cabinet, ready to steal the scene—each with their own distinct personalities driving their actions and emotions.
There’s a nostalgic magic to stop-motion—it evokes a sense of play. We leaned into that spirit, and created rules around the characters that informed their movement.
Each one could only move in ways that were true to the materials they were actually made of.
Instead of relying on cartoon-style squash and stretch, we kept the movement grounded and believable. Caps clicked, bottles bobbed, and bubbles blew—each action rooted in the limitations (and charm) of real-world objects made animate.
Camera
Our camera work played a crucial role in delivering the comedy.
We aimed for a sense of immediacy—like the scene wasn’t scripted, but unfolding in real time. As if we’d stumbled into the room at just the right (or wrong) moment, witnessing the exact second the characters realize they’re doomed.
Visually, we took cues from the whip-pan reaction shots of Scott Pilgrim vs. The World and the handheld, observational chaos of deadpan classics like Arrested Development and The Office.
Stop Motion Reference
To be sure we dialed in an authentic stop motion vibe before heading into 3D animation, we tapped Hayley Morris to shoot a little practical reference for us.
Character Development
You can say a lot with just a circle and a dot.
We realized our characters didn’t need arms, legs, noses—or even mouths, in some cases—to connect with the audience. Great animation can express so much with so little.
Guided by that principle, we began sketching early designs, exploring how to form expressive faces from the natural shapes of the products themselves, and infusing each with its own unique (and often ridiculous) personality.
Final Character Profiles
Client: Clorox - Pine Sol
Chris Budinszky l VP Marketing Director
Chris Budinszky l VP Marketing Director
Carolyn Hungate l Marketing Director, Cleaning
Kate Dinham l Marketing Director, Cleaning
Anne-Sophie Droeshout l Sr. Brand Manager, Cleaning
Isobel Liddell l Brand Marketing Assistant, Cleaning
Krizia Znidarcic l Marketing Director, Digital
Danielle Faber l Digital Marketing Manager, Cleaning
Anne-Sophie Droeshout l Sr. Brand Manager, Cleaning
Isobel Liddell l Brand Marketing Assistant, Cleaning
Krizia Znidarcic l Marketing Director, Digital
Danielle Faber l Digital Marketing Manager, Cleaning
Agency: FCB Canada
Nancy Crimi-Lamanna l Chief Creative Officer
Nancy Crimi-Lamanna l Chief Creative Officer
Jenn Rossini | Executive Creative Director
Sara Radovanovich l Associate Creative Director, Copywriter
Sally Fung l Associate Creative Director, Art Director
Jesse Gilbert l VP, Strategy Director
Hanh Vo l VP, Group Account Director
Sarah Michener l Broadcast Producer
Sarah Michener l Broadcast Producer
Post Production: IAMSTATIC
Executive Creative Directors: Ron Gervais & Dave Greene
Creative Director: Julia Deakin
Producer: Nicole Labbe
3D Animation: Marcin Porebski
Lighting & Rendering: Dave Greene
Executive Creative Directors: Ron Gervais & Dave Greene
Creative Director: Julia Deakin
Producer: Nicole Labbe
3D Animation: Marcin Porebski
Lighting & Rendering: Dave Greene
Audio Record/Mix: OSO Audio
Producer: Kristine Lippett
Producer: Kristine Lippett