Swash by Whirlpool

Swash by Whirlpool.

Whirlpool has launched a new “smart laundry detergent” called SWASH and we were more than happy to work alongside them and 9Rooftops to create some design and animation. Our job was to bring a little fun into doing laundry while never losing track of three key words: “simple, neat, and precise.”

This project evolved out of the necessities of the moment. The original plan was to film everything, but Covid-19 opened the doors to pursue other aesthetics and executions. We are delighted that Whirlpool and 9Rooftops trusted LUMBRE to adapt the project to a graphic, animated world.

We took 2D animation, 3D animation, live footage, and fluid simulations and threw them all into the wash together. With our “color safe designs,” we had no fear that colors would run and were confident that everything would come out clean and fresh. Put on whatever you have left in the back of the closet that is still clean and hit play, because today is laundry day!

In this vignette, we needed to communicate how SWASH was brought to us by the trusted people at Whirlpool. After hours upon hours of watching a washing machine, inspiration struck.

In this one, we carefully studied SWASH and a regular detergent to get the viscosity, color, and volume all correct for the simulation. We never got the taste quite right, though.

This vignette highlights the “precision pour cap” which pours the correct amount every time with a single squeeze. How does this work? We have no idea. Magic? Alien technology? Tiny people inside the bottle? The world may never know.