We worked with AMV BBDO to restore the peace in the kitchen with a musical campaign for kitchen roll brand, Plenty.
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The spot depicts the two types of people in the kitchen; one messy and one clean. A series of small irritatingly familiar actions playfully accompanied by song.
“There is a central visual concept to this – Start with an idyllic view of the ones we love, then obscure it with the claustrophobic intrusion of spills and muck.
We purposefully chose to break the visual harmony of these relationships with the instability of chaotic mess as it frenetically takes over.”
Carl Addy, Director & ECD, Mayda
To create maximalist overwhelming mess, we utilised generative AI to enhance some of our scenes and typography treatments. We lent in on creating chaotic imagery and purposefully ramped up the surreal.
For our Therapist teabag, we used a hybrid production of live action for the dustbin and a hand-puppeted teabag which was accentuated in animation using AI.
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The narrator was a voiceover idea initially. Whilst editing, it seemed like a sweet idea to depict this wise character as a tea bag. The guru like presence of a calming voice, nestled amongst the recycled trash, having witnessed every mess and argument. It was a lovely addition to the song.
The typography was inspired by lyric videos. We’d originally envisaged using a bouncing pea to highlight the words karaoke style.
This evolved into illustrative lyrics all made from bits of food and sauce suspended in mid air. The slow motion suspended type evokes a sense of poetic beauty just before utter chaos.
