CIF MERCURY
Visualizing the invisible
power of probiotics.
Lola MullenLowe invited us to help develop the visual language for Unilever’s global launch of CIF Infinite Clean. The challenge wasn’t simply to visualize probiotic technology, but to translate an invisible innovation into something tangible, trustworthy, and immediately recognizable as part of the CIF brand. What you’ll see here follows the project’s evolution, from the original pitch through an ongoing creative exploration to the final campaign assets, developed in close collaboration with the agency’s creative team.
Our exploration focused on balancing technology with organic life. Clean geometries coexist with soft membranes, microscopic particles, fluid materials, and carefully crafted motion, creating a visual system that feels both engineered and alive. Throughout the process, every exploration responded to the product, the brand guidelines, and the communication goals, refining the visual language without losing its original intent. Inspired by the hourglass-shaped graphic from the pack artwork, we reimagined it as a three-dimensional capsule that could reveal the product’s probiotic technology. First created for the pitch, the concept was adopted for the final campaign and became a recurring visual element across films, key visuals, and later executions.
For us, visual research and development isn’t a separate stage from production. It’s a collaborative process of exploration, refinement, and creative decision-making that continues throughout the project. The result is a visual language that is distinctive enough to communicate breakthrough technology, flexible enough to support a global rollout, and robust enough to evolve with the brand over time.
Final film
Credits
Client: CIF - Unilever | Director: Bleed - Paolo Cavalieri
Production: 1st Ave Machine BA | CG & animation: Bleed
Agency: Lola Mullen Lowe