Unilever: OMO
Industry: Homecare – Detergents and Laundry
Key Visual, Art Direction: Kameel Kalyan
Some stains tell a story.
Grass. Mud. Impact. Effort.
For OMO, the brief wasn’t to hide that story—it was to show just how easily it disappears.
We built a key visual rooted in momentum: three Springbok players charging forward, kits drenched in mud and grit, the physicality of the game fully on display. But look closer—the dirt doesn’t cling. It breaks away. It lifts. It disappears mid-stride.
The idea was simple, but precise: OMO doesn’t wait until after the game. It starts working immediately.
Using a blend of AI tools, real in-match photography, and detailed compositing in Photoshop, we crafted a still that feels alive—charged with energy, texture, and movement. Every particle of mud was intentional, designed not just to show mess, but to visualise removal.
From there, the static evolved.
With tools like Kling and Seedance, the image was brought into motion—turning a powerful visual into a dynamic narrative where stains quite literally don’t stand a chance.
The result is a campaign that doesn’t just claim performance—it demonstrates it.
Fast. Physical. Unmissable.
OMO. Unbeatable Stain Removal. Fast-Fast.
