Russell Hobbs has used state-of-the-art production techniques to launch its new kettle.
The CalmTM product was originally derived from AI and as a result, the brand approached Leeds agency, Ponderosa, to work with cutting edge technology for the marketing campaign.
Alongside fellow Leeds firm, Tungsten Media, they employed a mixture of virtual production software and AI to bring the “moment of me-time” concept to life.
“Virtual production was at the heart of our creative approach,” explained Jon Workman, Creative Director at Ponderosa.
“We wanted to push creative boundaries by exploring how we could generate abstract visuals, seamlessly merging a virtual kitchen with real-world propping and people.
“We captured this all via a motion control robot which allowed us to craft a 3D space where the physical and digital worlds coexist, which we then enhanced with AI-generated creations.”
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The CalmTM Kettle has been created to reimagine “the boiling experience” with gentle coloured lights and optional soothing sounds and “quiet boil technology.
The campaign explores the idea of where the mind wanders to while waiting for the water to boil.
“We wanted a campaign that did justice to the products originality and ingenuity,” added Alastair Scott, Brand Manager at Russell Hobbs.
“With Ponderosa’s boundary breaking creative vision and Tungsten’s pioneering production work, this campaign undoubtedly measures up to the unique nature of our brand new Calm Kettle, and our reputation as an iconic British innovator.”
It was launched at IFA in Berlin, and the Leeds teams used AI-driven visualisations and virtual production techniques, designing a virtual kitchen, blending real-world elements and digital artistry.
The launch will be supported by a multi-channel campaign, including high-impact out-of-home placements across 6-sheet, 48-sheet, and 96-sheet formats.
Ponderosa has also developed video on demand content, radio advertisements, programmatic assets and social media.
