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Building on LEAP’s successful transcreation and delivery of an American Waterpik commercial for the UK market, brand owners Church and Dwight commissioned a refresh the DRTV campaign for 2020. In the original version, an American actress introduces the product, but the updated British advert would need to feature a dental professional. Despite the challenges of producing a commercial during the pandemic, LEAP’s Film and Post team were able to find effective solutions.

Featuring a dental professional in the British ad would help reinforce the campaign message of the Waterpik water flosser’s oral hygiene benefits, so LEAP’s producers and casting agent researched UK-based dental professionals. A virtual casting session allowed them to comply with social distancing measures and ultimately select dental surgeon, Dr. Suzie Boulos Although she had no previous acting experience, LEAP’s directors were able to work closely with her on the shoot day to help her to deliver a confident performance.

Filming was due to take place after lockdown and in accordance with APA’s Covid-safe production guidelines. However, location research revealed that dental surgeries were booked up with post-lockdown catch up appointments. LEAP was able to secure green screen studio space and high-resolution background imagery to composite into the scene. The use of green screen technology turned out to have the added benefit of allowing the clients and post-production team greater flexibility in shaping the overall look of the commercial.

LEAP’s investment in cloud-based media servers and remote editing stations allowed post-production to run smoothly away from the Hayward's Place studios. Overseen by Creative Director, Danny Coster, LEAP’s multitalented VFX editor and colourist completed the matte painting and compositing as well as broadcast compliance checks. LEAP’s audio post-production partner provided sound mixing services with the production team collaborating remotely and obtaining client sign off through virtual review sessions. Finally, LEAP’s producer took care of broadcast clearance and delivery to LEAP’s playout partner.

LEAP continues to support Church and Dwight with localised commercial production and post-production services across their other personal care brands.