CIF CLEANBOOST
The art of clean.
Cleanboost began as an original creative idea, born from a collaboration with Unilever and LOLA MullenLowe. Its success then led to an expansion across several large-scale productions, including a major 2026 shoot. Directed by Roman Rütten and Bleed, the film combines live action and CG to transform everyday cleaning into something unexpectedly cinematic, visually conveying the product's cleaning efficiency, power, and precision while making its performance feel tangible, satisfying, and instantly understandable.
One of the project’s biggest challenges was precision. Every type of dirt has its own visual identity, and Unilever had developed clear communication principles for each one. Rather than creating generic grease, limescale, soap residue, or burnt food, we carefully studied how each material behaves, builds up, and reacts to cleaning, ensuring every detail felt instantly recognizable while remaining faithful to the brand’s visual language.
The deconstruction of each surface became a visual metaphor for Deep Clean itself, revealing the hidden layers where dirt lives and making the product’s performance tangible. Combining live-action plates, invisible VFX, CG environments, and material simulations, we created macro worlds where every layer reinforces the product’s promise rather than simply illustrating it.
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Key visuals
Every frame was crafted to balance scientific credibility with visual impact. The result is a visual language that can evolve across different executions while remaining unmistakably CIF, demonstrating how careful observation, technical precision, and close collaboration help global brands communicate product performance with clarity, consistency, and lasting value.
Credits
Client: CIF - Unilever | Directors: Bleed & Roman Rütten
Production: 1st Ave Machine BA | Agency: Lola Mullen Lowe
CG & Animation: Bleed