Luigi Malucelli + blog & Portfolio

These 4 films were produced in 2019, it was a different time with no pandemic and no film school… yet. The Above Pocket* (or US website*) line of deodorants is a variation from the original bigger version. The films were broadcasted as an advertisement before videos on YouTube and Instagram*. The videos had an amateur feeling to feel “simpler” and accessible, values that the brand was possessing during that period.

My idea was to make them short 15 seconds or less so we can use the no-skip feature in the website, the more fun and colorful the better. We used pink as the main theme representing the upbeat and young image of the brand.

We were competing with small weapons in a big dog competition. Unilever, P&G and other multinationals are in the market, so our strategy was to go fun and go cheaper. We did it.

The brand is now a big success with the continuing work of the team and the company.

* Click to go to the website (in Portuguese).