In the advertising world, some projects require more than just creativity, they demand collaboration, resilience, and the perfect team to make the magic happen. A few years back, we at Adsflo Worldwide, one of the premier advertising companies in India, got the chance to dive into just such a project, working on a dynamic campaign for Asian Paints Floor Guard. Team Ogilvy set the stage with a brilliant script, and we executed the vision. What resulted was a memorable Malayalam ad, crafted with dedication, countless meetings, and a whole lot of to-and-fro-ing to ensure we delivered a campaign as tough as the product it featured.
Bringing the Script to Life: From Vision to Execution
The script, conceived by Team Ogilvy, showcased a home’s floor withstanding everything life throws at it, literally. From toy trucks and car tyres to dance moves and even a stray coconut or two, the floor faced it all head-on. Every time a weighty element rolled, stomped, or thudded onto the floor, Asian Paints Floor Guard stood strong, protecting the surface without a scratch or smudge. This concept, so simple yet powerful, aligned perfectly with the Floor Guard’s promise of durability.
Achieving this seamless on-screen result required a massive effort from the entire team. Countless hours went into coordinating shots, planning timing, and ensuring each frame captured the product’s resilience. Behind this apparent ease was our crew’s collective expertise, led by our director’s keen eye, Sreedev Chandrabhanu, and the sharp insights of our executive producer, Sreedevi Jayaram. Our Director of Photography (DoP), Sudeep Elamon, was meticulous in his approach, ensuring each scene showcased the product’s resilience in visually powerful ways.
A Collaborative Journey to the Perfect Shot
Creating this ad was no walk in the park. Our team of production designers, camera crew, and special effects artists went above and beyond to get the right angles and impact shots, capturing the floor’s durability in visually exciting ways. From setting up the perfect toy truck collision to capturing the exact moment a flower pot hit the ground, each scene was crafted to highlight the strength of the Floor Guard.
One challenge we faced was achieving a lifelike representation of the scenarios while keeping a lighthearted tone. We wanted viewers to connect emotionally with the ad, finding humour in the chaos that home floors endure daily. We made sure that each shot struck a balance between realism and exaggeration.
Behind the Lens: The Technology and Techniques That Brought Floor Guard to Life
Shooting such a dynamic ad required high-quality equipment and advanced filming techniques. We utilized high-speed cameras to capture every detail in slow motion, highlighting the product’s ability to withstand even the heaviest impacts. This approach required precision timing and intense coordination between the camera crew and the props team. The result was a series of beautifully choreographed scenes where the Floor Guard became the hero, silently bearing the weight of household mishaps. Post-production was equally meticulous. We invested hours in colour grading, sound design, and careful editing to ensure the ad’s polished, engaging feel. Each impact sound, from sweeping the floors to dancing sounds, was layered with sounds that emphasized the durability of the floor. This attention to auditory detail made the ad as memorable as the visuals.