“Lemonorama” was a 10 second spot introducing Tide’s new lemon-scented laundry detergent. The director wanted a crisp, clean, and fresh looking style to reflect the product, which is evident through the use of the bold white and yellow color palette used throughout the sequence. The lemons and slices were created in 3D and rendered with a flat lighting scheme in order for them to integrate well with the graphic background icons. The entire spot was also treated as one long camera move, and was therefore created as a 3D animatic first using animation software, prior to breaking it down in After Effects.

This spot was modeled, animated, and rendered with 3D Studio MAX and composited with After Effects.