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