Daikin's 'Perfecting the Air' via Elastic

15 November 2023

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Transforming any home into a haven.

Independent creative company Elastic has launched its new work for Australian air conditioning company, Daikin.

‘Perfecting the Air’ demonstrates Daikin’s capability to transform any home into a haven, curating the perfect climate to keep homes cool and comfortable throughout the year.

Having worked with Daikin for more than seven years, Elastic was tasked with using its extensive knowledge of the company to deliver a significant evolution through a memorable campaign that cements the brand as ‘Air Specialists’.

Inspired by Daikin’s promise of ‘Perfecting the Air’, the campaign utilises a combination of unreal engine environments, practical effects including set designs and live action, and CG enhancements achieve the sense of bringing the freshness of the outside in.

The spot begins with the protagonist sitting in a neutral and seemingly unassuming environment - that is until the Daikin system is turned on, and the room is transformed.

In moments, the perfect climate envelopes the room in luscious plant life with rolling green hills and snow-capped mountains, allowing the homeowner to relax in their perfectly aligned comfort.

Catherine Terracini, executive producer, Elastic, said every brief is unique and demands a bespoke approach.

"For this campaign, the combination of virtual production, live action, practical sets, and CG enhancements was the perfect solution to deliver this creative in a seamless and integrated way," she said.

Raj Singh, GM product & marketing at Daikin, said as an Air Specialist, the company wanted a fresh take on how air-conditioning has been traditionally portrayed in the market.

"Hence our brief to Elastic was to capture the experience of being in the 'perfect climate' and they’ve certainly nailed it with this TVC," said Singh.

The campaign rolls out across TV, BVOD, out of home, social, radio, digital and display.



Client - Daikin

General Manager Product & Marketing: Raj Singh

Assistant Product Manager: Leon Tong

Digital and E-Commerce Executive: Michelle Parlan


Creative Agency - Elastic

Managing Partners: Nathan Richman & Simon Thomas

Creative Director: Samantha Holder

Art Director: Miriam Nahler

Designers: Moe Hamade & Celestia Sadeli

Account Manager: Zac Robertson


Production - Elastic

Director: Kevin Lim

Executive Producer: Catherine Terracini

Producer: Ben Wallace

DOP: Tony Luu

Set Designer: Ruth Levi

Set Builder: Steve Tomic

Photographer: Jason Ierace

Head of Post: Arinne Liew

Senior Editor: Adrian Maurici

Colourist: Tim Wreyford

Composer: Declan Harsent

Sound Mix: Mark Brandis, ISM Studios

Virtual Production Studio: Technical Direction Company

Virtual Environments: Vizion

VFX / CG: Stage 23


Media Agency – Slingshot

Group Business Director: Brittany Cooper

Head of Strategy: Molly Blacker

Business Manager: Melissa Galanos

Implementation Planner: Harrison Smith

Media Assistant: Cobey Johnston

Radio: onesmoothstone

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