Cloud Nine commissioned Frantic to launch a premium range of hair care tools, including hairdryers and brushes, with a 3D animation built to make them stand out in a crowded, competitive market.
The objective was to captivate potential customers by showing the range’s features, usability and aesthetic appeal, giving a broad audience a clear sense of the products’ value and lifting brand awareness in the process.
The animation was designed to capture the essence, innovation and elegance of the tools, the qualities that justify a premium price. CGI made it possible to hero that engineering and finish with a control a live product shoot cannot match.
The work leaned on close-up shots and intricate detail to demonstrate the quality and craftsmanship built into each tool. At that range, surfaces, finishes and engineering have to hold up under scrutiny, which is exactly where CGI earns its place over a conventional product shoot.
Each product was modelled and lit to feel tactile and premium, with motion designed to draw the eye across the form and highlight the features that matter most to a buyer weighing one styling tool against another. Finishes ran from matte bodies to glossy accents, each given its own material treatment to look as good on screen as in the hand. Where the tools met hair, the strands had to move and catch the light convincingly, a simulation challenge in its own right alongside the hard-surface product work.
The result was built as a flexible asset. It served as the central piece of a TV advertising campaign while also working across the brand’s official website and social channels, one consistent look carried through every placement.
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Tristan Ramsay, Creative Director, Frantic
The animation was built as a strategic tool, designed to captivate, inform and persuade. Deployed across TV, web and social, it gave Cloud Nine a comprehensive, joined-up product launch with a single look running through every channel.
It positioned the brand as a leader in hair care innovation, the kind of premium treatment that lets a styling-tool maker stand confidently alongside the biggest names in the category.
