TINY TANTRUM

TitleTINY TANTRUM
BrandUNILEVER (CLEAR)
Product / ServiceCLEAR ANTI-DANDRUFF SHAMPOO
CategoryA04. Production Design / Art Direction
EntrantMULLENLOWE SINGAPORE, SINGAPORE
Idea Creation MULLENLOWE SINGAPORE, SINGAPORE
Production BULLET Bangkok, THAILAND
Production 2 THE POST BANGKOK Bangkok, THAILAND
Production 3 YESSIAN New York, USA
Production 4 OMG! Bangkok, THAILAND

Credits

Name Company Position
Madhu Noorani MullenLowe Lintas Group Executive Creative Director
Erick Rosa MullenLowe Singapore Executive creative director
Daniel Kee MullenLowe Singapore Creative Director
Ang Sheng Jin MullenLowe Singapore Creative director
Andrew Ho MullenLowe Singapore Art Director
Ang Sheng Jin MullenLowe Singapore Art director
Alex Tan MullenLowe Singapore Art Director
Daniel Kee MullenLowe Singapore Copywriter
Fuzzy Abideen MullenLowe Singapore Agency Producer
Subarna Prabhakar MullenLowe Singapore Global Account Director
Sara Templeman MullenLowe Singapore Account director
Rosa Trinh MullenLowe Singapore Account Manager
Kunal Joshi MullenLowe Singapore Global Planner
James Teh Bullet Bangkok Director
Thananath Songchaikul Bullet Bangkok Executive Producer
Nuio Suthirawattananon Bullet Bangkok Post producer
Aoy Rungphet Nawangoen OMG! Bangkok Executive Producer
Adam Hussey OMG! Bangkok offline editor
Brian So Post Bangkok Online editor
Zairi Mohd Post Bangkok Colourist
Brian Yessian Yessian New York Executive producer (Music & sound)
Mike Dragovic Yessian New York Music composer
Weston Fonger Yessian New York Sound designer

Brief Explanation

It takes place in a Butoh-like world. All is dark. In one corner, a little boy, in white, glowers, heaves – you feel his childish frustration building. Nursery sounds begin to distort. Finally he erupts. Into a fist-swinging, limb-flailing, scream-fuelled tantrum. The music grows frantic. He is unstoppable. You would feel for his mother. We flinch. We cower. We begin our retreat. As the camera flies away from the scene, things soon come into perspective. The white against black. Dandruff on a head of hair. “Stress causes dandruff,” explains the titles. CLEAR! – shouts the solution, as the bottle blots out the problem.

The Brief

The Butoh-inspired world is dark – an empty, vast, all-consuming blackness that will swallow you. And one that also serves as the perfect backdrop for the single performer on stage, stark and white against the featureless backdrop. We wanted to create a stage that will allow the performance to conjure imagery, tell the story and bring a situation to light – without actually showing anything. A grotesque, macabre theatre of the mind that builds up a feeling of overwhelming tension, stress and in the end, denouement. It must also be perfectly believable as we transition from performance to messaging – stress to dandruff. To that end, even our props crumble when smashed – objects moulded and crafted using plaster of Paris, or organic matter frozen in dry ice to smash and crumble with some force. Powder and smoke were also lit to further this effect.