Purex Dependable Clean Live-Action Video Project

In the current economic environment, consumers have to make tough decisions about the priorities on their shopping lists, so they’ve become more and more savvy about the brands that give them the most bang for their buck, and that includes laundry detergents. Luckily, Purex has been a staple value-brand for over 100 years, consistently offering consumers a reliable and powerful clean without breaking the bank, and now they want to create a suite of videos that shows off their product line, with its slick packaging and multiple delivery methods, while showcasing that no matter what product you choose, Purex is tough on odor, not on your wallet, and they’re the clean that you can depend on.

The goal here is to create a suite of live action content, anchored by a :30 hero video, that’s relatable but dynamic, energetic, and educational showing a parent and child going through their laundry day regimen using Purex products, highlighting the dependable clean and the lasting freshness while splicing in lifestyle elements to break up the laundry routine. The main hero product focus of the suite will be their liquid Mountain Breeze scent paired with Purex Crystals to complete the regimen, although there are 3 different scents and 3 different product delivery methods for the detergent in total. While these are product-centric videos there should be time given to the interaction of the mother and son doing things outside of the laundry room that subtly speak to the product benefits. This could be showing them cooking together (and perhaps getting a shirt or apron messy) or smelling the blanket they recently washed. You could even open the video washing a sports uniform, and while it’s being washed we see the mother and son practicing together before we see the son wearing the now-pristine uniform on game day. The video will be balanced between showing the actual washing regimen and the human element showing who the dependable clean and lasting freshness impacts.

Importantly, this is not about telling a story or creating a narrative – we’re looking for clever, direct, and demonstrative content. We want this to feel polished and professional, but not sterile nor an overly elaborate “commercial” execution, and they really want to see the product in use. The sponsors want these assets to champion their claims and benefits, and be more tactical than their commercial approaches. In fact, the videos should be heavily focused on the actual use-case for the product, and should detail the delivery method of that specific product. We will focus on the standard liquid detergent for the hero video which will then be used to create a host of alt. versions for the other scents and delivery methods. There will also be one cutdown version of the main hero video only.

These videos will use the same core lifestyle moments present in the hero video combined with bespoke opening product shots, pour shots, and end cards for the alt. versions. There is also a small library of still photos attached to this project where we’ll be looking for a mix of lifestyle shots of talent and product as well as product in-use shots. The content is intended for a number of different platforms, but it should be entertaining enough to use on social platforms, like TikTok and Instagram Reels, while educational enough to live on an Amazon products page. The products have been organized by delivery method – liquids, 2x concentrated liquids, crystals and unit dose – and you will find a breakdown of the products in the Background section, along with information and some key messaging that should be included.

In terms of execution, we’ll want to re-use the same locations, cast, and video structure for each product line, delivery method included. The selected location should be nice, modern, but relatable as we’re targeting a middle-class consumer. Think an actually lived-in family home. For the casting we’ll likely be looking mainly at a mother and son dynamic with the mother being 30-40’s and son being 8-10yo. The hero cutdown can be created with direct pulls from the main hero video, but you’ll need to deliver content in multiple different aspect ratios, so some thought should be put into how the 9×16 version will be optimized as they should not simply be a center-cut reframing. As noted above the same talent and locations can be used across the alt. versions for the different scents and delivery methods, though we’ll want to have staging elements added to create some distinction between the alts. such as different colored towels/laundry, scent cues, props that relate to the specific SKU, etc. Motion graphics or text will need to be utilized to accompany the laundry regimen spotlighting the product benefits and claims. We’d generally like to de-emphasize usage of dialogue or VO, so think through how the piece can come together without either to drive the story forward.

Direction will be provided for the types of stills to be captured, but they’ll mainly be comprised of lifestyle shots that show talent interacting with the product, and product shots where the product branding is on full display. There will be 3-5 retouched and edited stills needed for each individual product, and while a dedicated photoshoot to capture the stills is not required, we will need a standalone photographer to capture the stills. The stills selected will be spread across capture of 16×9 and 9×16 options so some care should be given to set ups to accommodate capturing these as opposed to just center cut reframes, and instead optimizing certain shots for vertical.

For your pitch, please explain how you’d approach the full variety of content here. In the assets, you can find some fonts, logos, etc. to aid in your pitch, and in the Background section, you will find some reference videos for tone, along with some example videos that the Purex team has responded to. These will help to orient you about the tone they are looking to incorporate with these videos. For any questions or other project updates, check out the Project Forum.

DELIVERABLES: There are 7 total videos assets and 75 retouched/edited stills.