SANTANDER RIO
HAIR CONDITIONER
Where dynamics meet
good hair days.
This is one of the projects the Bleed team holds closest. It was one of our first major challenges, and we carried it out with the kind of care, dedication, and passion that defines how we like to work. It was also one of Bleed's biggest bets as a VFX producer: we financed the entire post-production ourselves, backing our own conviction in what the piece could become. That conviction paid off: the film went on to win a Lion at Cannes.
Awards:
Cannes Lions: BRONZE .
El Ojo de Iberoamérica: GOLD.
Círculo Creativo Argentino: GOLD.
FIAP: SILVER.
London International Awards: FINALIST.
The craft here runs deep. The project brought together live-action, CG with high-complexity dynamic simulations, matte paintings, and seamless integration across every layer. But the challenge we remember most was deciding, quite literally, on the car's hairstyle. With humans, you know the range of possible cuts, you can pull references, you can build a look from what already exists. Here there was no reference. We had to make the decisions a master stylist for hairy cars would make: how and where to curve it, where to keep it long and where to cut it short, how to handle the strands, how much frizz to allow. Every choice had to be invented from scratch.
Movement was its own challenge. We had to strike a balance between realism and beauty: the hair had to move with weight and truth, but it also had to be gorgeous, silky, the finest head of hair money could buy. Or, more precisely, the finest hair you could buy with a Santander personal loan.
Behind the craft
Credits
Client: Santander | Director: Jonathan Gurvit
Production: El.Ei Studios | Agency: Ogilvy Argentina
CG & Animation: Bleed