ABOUT
For the global launch of CIF Infinite Clean, Lola MullenLowe invited Bleed to develop a visual language that could bring the invisible power of probiotics to life. The challenge was to translate a complex cleaning technology into something tangible, engaging and immediately recognizable as part of the CIF brand.
Our involvement began at the pitch stage, where we explored different approaches to visualizing probiotic activity through CGI, dynamic simulations and material research. We developed a visual world that balanced technology with organic life, combining clean geometries, translucent membranes, microscopic particles, fluid materials and carefully art-directed motion.
One of the key ideas emerged directly from the product’s packaging. Inspired by the hourglass-shaped graphic on the pack, we developed a three-dimensional capsule that could reveal the probiotic technology inside. Originally conceived during the pitch, the capsule was adopted for the final campaign and became a recurring visual element across films, key visuals and subsequent brand executions.
Throughout the project, we worked closely with the agency’s creative team, refining materials, lighting, simulations and animation to create a consistent visual language that could communicate the product’s benefits across different formats.
The result was a distinctive and flexible visual system that made an invisible technology visible, connecting the product’s scientific innovation with the brand’s visual identity.
Client: CIF / Unilever
Director: Bleed – Paolo Cavalieri
Production: 1st Ave Machine BA
Agency: Lola MullenLowe
CG & Animation: Bleed VFX
Back to CIF Mercury project
Ayman Zahid
Graphic Designer, Freelance
United Kingdom
Rina Tanzher
Creative Concept & Visual Development
Russia
Elisabeth Grosse aka LIZITA
Graphic Designer
United Kingdom