Ezi-Lock Odour

Cat litter is sold on a problem nobody wants pictured, which leaves most of the category shouting claims over a stock photo of a cat. Ezi-Lock had more than a claim — a pad system that locks odour where it forms — but the mechanism does its work out of sight, beneath the litter, where no lens can follow. The brief: make the invisible part the hero without showing anyone the thing they're trying not to think about.

We split the film in two. Live action carries the daily reality of the tray — bright, domestic, nothing to flinch at. Then the CG takes over: the camera drops below the litter line and the pad system runs in cross-section, layer by layer, odour locked at the point it forms. It's the demo the product deserved and no camera could shoot, so we built it frame by frame instead.

The result is a TVC that explains the mechanism without once making the viewer wince. From the same footage and the same CG build we cut seven shorter versions and twelve retail assets, so the demo works as hard at the shelf as it does on air — one explanation, sized for every screen it had to live on.