Febreze: How Do We See
the Invisible?
Febreze Case Study
Most air fresheners just cover up bad odors. Febreze developed a new technology that actually cleans odors from the air and from fabric, by neutralizing them at a molecular level.
Looking Deeper
The Febreze team developed a demonstration based on chemistry that changes color when foul odors are eliminated. Recognizing the impact of this demo, we aimed to make it relatable to consumers while maintaining scientific accuracy. Our challenge also involved illustrating how Febreze neutralizes odors deeply embedded in fabrics and in the air, where they are often invisible.
Upstream 360’s Studio Lab
Our Studio Lab is built for experimentation and testing, and for capturing video and imagery that will help tell a demo story clearly.
Our expertise includes creating specialized rigs (along with a huge library of existing props and lab equipment), shooting in slow motion and thermography, combining animation and live-action filming, and iterative demo testing where the failures often lead to new discoveries. And, it leads to cool stuff like this:
Refining… Then Refining Again
Using some creativity and experimentation, we created a large-scale net out of rope that, combined with some clever editing, allowed us to simulate a dive into the weave of furniture fabric.
At the same time, we also developed a new method of isolating droplets in midair to show the efficacy of Febreze in an entirely new way. For both versions, we shifted the color of the droplets so it was easier to understand that odors were being completely cleaned away.
New Ways to See Febreze
As a result of the Studio Lab experiments and filming, we ended up with several new ways to visualize how Febreze works differently than other products, and the first time Febreze was shown really working in live action rather than in animation.
Our “rough” videos were used in sales, internal meetings, and ultimately edited into the TV commercials – but for us, the biggest impact was seeing how we could take something invisible and make it real.
Let Upstream 360 help build your story. Send us a message today to start the journey to find your product’s 3-Second WOW.