Tide – The Jason Alexander Hoodie

Jason Alexander… on a hoodie? Is that a thing…? We teamed up with Director Jeff Low of Biscuit Filmworks and…
Tide "The Jason Alexander Hoodie"
Case Study

Jason Alexander… on a hoodie? Is that a thing…? We teamed up with Director Jeff Low of Biscuit Filmworks and Saatchi & Saatchi NY on Tide ‘Jason Alexander Hoodie’ featuring the iconic Seinfeld star to help launch Tide Hygienic Clean Heavy Duty 10x detergent. In the spot, which aired during Super Bowl LV, Jason’s face animates a teenage boys beloved hoodie which is subjected to an onslaught of messes throughout the day.  

The Mill’s VFX team expertly blended Jason Alexander’s face onto the hoodie to create a seamless look. With every mess that the hoodie encounters, from dog drool to gum, Jason’s facial features react to each grimy situation. 

First we had a talent photography session to capture a variety of Jason Alexander’s facial expressions. We needed a great deal of different expressions to choose from since he is subjected to so many different messes.

Credits
Credits

Agency
Agency: Saatchi & Saatchi NY
Chief Executive Officer: Andrea Diquez
Chief Creative Officer: Daniel Lobaton, Paul Bichler
Chief Operation Officer: Sarah Beaumont
VP. Executive Producer: Dani Stoller
Head of Production: Dani Stoller
Creative Director: Adrian Chan, Lauren Varvara
Account Director: Jen Brotman
Account Supervisor: Guillermo Betancourt
Account Executive: TJ Daigler
Assistant Account Executive: Sosun Wahab
Planning Director: Nayantara Mukherji
Associate Strategist: Luna Perez
Director Digital Experience: Alan Lin
Sr Business Affairs Manager: Lisa Rimmer

Production Company
Production Company: Biscuit Filmworks
Director: Jeff Low
Director of Photography: Jonathan Freeman
Partner/Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Head of Production: Sean Moody
Producer: Jay Veal
Production Supervisor: Moira Hurley
Assistant Production Supervisor: Amanda Jensen
Production Designer: Joe Cooney

Editorial
Editorial: Arcade Edit
Editor: Geoff Hounsel
Assistant Editor: Max Hoffman
Executive Producer: Sila Soyer
Producer: Fanny Cruz

VFX Production
VFX Production: The Mill
Executive Producer: Anastasia von Rahl
Producer: Valentina Cokonis
Production Coordinator: Mike Cimino
Production Support: Utkarsha Santosh Shinde

VFX Creative

VFX Creative: The Mill
Executive Creative Director: Chris Knight
Creative Director: Becky Porter
Shoot Supervisor: Siro Valente
3D Lead Artist: Graeme Turnbull
2D Artists: Shauna Prescott, Kai Chun Tsai, Bob Homami Katerina Arroyo, Stephen Paragone, Krystal Chinn, Chris DeCristo, Rakesh Venugopalan, Nithin Babu, Mangesh Borkar, Satya Narina, Nikhil K M, Pushpendra Singh Bhadauriya, Naga Praveen Kumar, Sathya Sagar Kolli, Mahesh Ravila, Prajeesh E, Mohit Garg, Basabendu Sarkar
3D Artist: Alice Panek, Jae Jun Yi, Matthew Choy, Jason Kim, Daniel Soo, Lalida Karnjanasirirat, Freddy Para, Greg Gutkin, Michael Kash, Rijo R, Sendil Kumar J
Art Department: Kevin Diaz, Valerie Chernysh

Colour
Colour: CO3 – New York
Colourist: Tom Poole
Colour Producer: Alexandra Lubrano

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