Artist: Rimantas Lukavicius
Info from Lukavicius: “Production house (h)films invited us to collaborate pitching 2 commercials, representing new Dynamic Active Control of Hotpoint washing machine. The schedule was pretty tight - we had 6 days to develop both treatments. The brief for this spot was to show different type stains as molecules and to visualize how mightily water jets destroy the stains.
“As Hotpoint stands out for its distinctive style, the main challenge for us was to design exclusive look of stain molecule, avoiding schematic image. We also aspired to show the moment of stain removal as spectacular and stylish visual drama.
“We created smooth and homogeneous images of molecules, where atoms are linked by the same substance of the food. The atoms of strawberry stain molecule are linked by stems and leaves; chocolate - by natural, delicious dripping stretches. We used beautiful, fragile and smooth bonds of glass to link the atoms of coffee stain, as a continuation of micro cups.
“Our proposal was to visualize vanishing atoms and bonds of stains as spreading liquids or melting smoke. We also suggested an alternative way - to smash atoms and bonds into thousands of smithereens. Fabulous play of small sharp particles would look starling and catchy.”