The Mill teamed up with Circa Now to create 'Tropical', part of a vibrant new campaign for the Clarisonic Mia Fit. Mill+ Creative Director Clarice Chin led the design team in creating a series of three simple, eye-catching spots that visually describe the many situations in which Mia Fit comes to the rescue.
Creative Director:
Clarice Chin
Agency:
Circa Now
Clarice comments: "We started with a very open brief, which is always fun. The only mandate was to weave the fun, witty taglines utilized in their existing print campaigns into our storyline. Otherwise, everything else was fair game. We wanted to create a simple and effective animation technique that would remain consistent for all three spots. Initially, the focus is on the Mia Fit device in a clean, abstract space. Then the camera pulls out to a wide shot of the environment for that ‘A-ha!' moment when the tagline and the visuals connect.
"Visually, we wanted to create beautifully art directed environments only utilizing the colors of the Mia Fit. This not only reinforces the branding of the device but creates an ownable, highly stylized aesthetic.
"As we established the look and animation technique at a very early stage of the process, we had the flexibility to work very closely with the agency and client to populate our environment to best communicate our story. All three spots are very effective as a standalone piece and also altogether as a campaign and we are very pleased with the outcome."