FMCG / feminine hygiene
Safety Guard: "Micro-World" Rebrand Campaign
A CGI rebrand campaign relaunching Laurier's panty range as Safety Guard, using a "micro-world" creative device to make breathability, fast absorption, and leak protection visible at extreme close range.
The challenge
Laurier needed to relaunch its panty range from Night Guard to Safety Guard (Regular, Cotton, Cool), building category awareness for panties, a newer, less established format for the brand, while proving three core claims: breathability, fast absorption, and leak protection.
Our approach
- Brief interpretation moved into AI-assisted exploration of a "micro-world" creative device, literalizing the product's internal structure at extreme close range instead of relying on voiceover stats to sell the claims.
- Once the micro-world direction was locked, the team shot human-context scenes, commute and work for breathability, yoga and exercise for absorption, alongside staged specialist-inspection beats to visually confirm each claim.
- The macro and micro-world footage was composited, graded, and polished together into one continuous film, then adapted into campaign KV, full video, cutdowns, and social formats.
Where AI helped
Generated and iterated the micro-world environments, including 100 million micro-holes opening as light floods through and liquid vanishing into fabric at absorption speed, visuals that are difficult to capture with real macro photography. Also explored the specialist-lab environment and the camera push-ins moving from human scale into the micro-world.
Where the team took over
Directed talent for the human-context scenes, commute and work for breathability, yoga and exercise for absorption, and staged the specialist-inspection beats, including a gauge locking at "1.0s ✓" and a drier-sample comparison confirming the claim. Composited, graded, and polished the footage, tying the macro and micro-world shots together.
More work
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