Dr. Teal's:
Soak it in 2023
Overview
After successfully partnering with Dr. Teal’s for their 2021 spots, we were invited back on by the folks at Curiosity to help re-vamp and revitalize the look and feel while respecting the formula (and the results) of the previous campaign.
To take advantage of dramatic natural vistas, a larger pool of new talent, and lots of houses with gorgeous, free-standing architectural tubs, we decided to take this production to Toronto, where we partnered with our friends from Off-Screen Romance. They helped us assemble an aces crew to help us thread the needle of shooting enough footage to cover 60+ unique deliverables, stocking the client with tons of new content to meet their strategic needs.
Process
Creatively speaking, we were interested in creating lived-in, authentic, cinematic lifestyle moments that drove home the connection between a health ritual like using Dr. Teal’s Epsom salts and a happy a full life.
We focused on building a fuller picture of these characters as women, choosing brief moments that work together to convey a sense of familiarity and warmth to the audience.
We teamed up with notable ambient composer Eluvium to create the score. We wanted to create a track that took an intimate and almost pastoral theme for the bath footage and expanded it for the lifestyle footage, reinforcing the relationship between the two sides while avoiding "spa music" cliches of the genre.
We considered the salt flavor in the color grade approach for each product, subtly adding a bit of each flavor's color essence to the feel of the footage. We also felt that grain added some nice texture and rounded out a cinematic feel that suited the storytelling.
Art direction is crucial for the brand- each of these bathroom sets were to have custom elements that represented the “flavor” of product, without being overbearing or unrealistic. We’re proud of each of these sets, and the creativity the team used to make 6 different bathroom sets and 2 different showers, with only four days to shoot. We were able to cleverly re-purpose some of the same spaces, creating tons of production value for the client while being very efficient with cost.
Results
As mentioned above, the sheer quantity of deliverables here was the main challenge, and being able to track which shots would work for which spot, which shots would work for multiple spots, which would work for TV vs. social media. We’re happy to report that we didn’t miss a single shot.
This project produced over 60 deliverables, including :30s, :15s, and :06 second spots, in 16x9, 1x1, and 9x16 aspect ratios.
Artex was responsible for the creative treatment, production, execution, and post-production of the spot.
We’re excited to partner again with Dr. Teal’s and Curiosity to bring more brand stories to life in a meaningful and strategically effective way.
