When the product is the set

How 415 rolls of tissue paper shaped a global launch film

For the launch of Arbex, a new global joint venture between Kimberly-Clark and Suzano in the tissue and hygiene industry, we built the interview backdrop out of the very product at the heart of the business.

As director, I wanted the creative decisions at every level to feel connected, to the product, to the spirit of two companies coming together, and to the visual language running through the films themselves.

The brief called for a visual approach that felt considered and human, not corporate. The solution was right there in front of us. Working with art director Miri Katz, we built something from the ground up.

Around 415 rolls of tissue paper. Layered, shaped, and lit to create a backdrop that was tactile, warm, and visually distinct. The same material these companies have manufactured for generations, now part of the frame when their leaders talk about what they are building together.

The motion graphics system we developed for the films draws from the same visual language, organic, flowing forms that echo the texture and movement of the material itself. The installation and the film feel like they belong to each other.

Miri Katz and the lighting team, led by Nick Wilding, pulled it off beautifully.

Agency: Outsourced Events
Executive Producer: Evelyn Timson

And that’s a wrap…