The manufacturers of the Greased Lightning cleaning product needed two, :60 spots featuring their new household spring rain scented cleaner, and their current super strength product. E2W had already successfully produced several other videos for another product line for the parent company, so we were selected to work on this project for Greased Lightning.
Budget was tight, but being a national brand, the finished spots had to be high quality. E2W teamed with the Marbury Creative Group to create the scripts. One of the benefits of Greased Lightning is the many messes that the product can clean. The creative approach was to quickly cut from "mess to mess" and humorously interject some "messes" that it can't clean, like regrettable social media posts, unfortunate tattoos, or deadbeat husbands.
The trick was to figure out how to shoot the many scenes needed and remain on budget. Enter the Green Screen! We decided to shoot video of a man's and a woman's hand, squeezing the two different Greased Lightning bottles, on a green screen. Then instead of having to completely light the many different "mess" scenes for video, we used still photography instead, which enabled us to move from scene to scene much quicker, since we did not have to light the actor's hands and the bottles for each scene.
In post production, the actor's hands were composited or keyed on top of the "mess" photography, which gave us the effect we were looking for. So the final spots give the viewer a quick barrage of what GL can clean and some humorous moments of what it can't clean... - the spots end with some scrolling, humorous legal-eeze of other things GL can't clean...yet!
Check out the two spots below.