Tide- one of the leading laundry detergents, leaves no stain safe. When a man drops salsa on his shirt, and it lands in the shape of one of his favorite Super Bowl players, he becomes a local celebrity and is surrounded by press and the attention of people hoping to catch a glimpse of the stain. All of this elevates him to a position of fame, much to his wife's chagrin. Eventually she has enough and washes his jersey in Tide- a detergent that leaves no stain untouched.

Tide’s Stain Saver’s project provided us with a fantastic challenge to make a huge job in a very small amount of time. The spot was briefed to feature the 2012 Super bowl team- But, because of the nature of football we didn’t know which teams would be in the super bowl until a week prior, creating a major scheduling hurdle. The animator worked with us to develop a scheduling matrix that made the project feasible.

We shot four different versions the first half of the commercial so we were prepared for any outcome of the super bowl. It was during this time that we used an early location scout to find the locations for the second half on which we boarded and based the photography and began work on the structure of the spot. The Mill worked on painting the map two weeks prior to shooting the grander shots that take place in the second half of the spot, while we filmed multiple versions of the more intimate dialogue based work. When the final teams were decided we went with “Montana Land” and went forward with the overhead helicopter shot with the appropriate art direction. It was necessary to wait to shoot this after we knew which teams as it wasn’t in the budget for us to have shoot multiple versions for different teams with the helicopter and the extras. All in all, the entire job was a perfect symbiotic relationship between pre-production, production and post -production.