Shake it
Shake it
Shake it
Shake it
This commercial came with a fun brief: a “close-to-scientific experiment,” as the intro says, showing that washing dishes doesn’t have to be complicated. It can actually be fun. Just one drop of detergent and a little “Shake It” dance is enough to clean effectively, without much effort.
- Year
- Apr 2019
- Category
- Commercial
- Type
- Advertising
- Contribution
- Arrangement
The process
You could shake it in any style you wanted, moving to your own rhythm. My job was to compose the music and create the sound design for the cleaning moves in each demo: tango, techno, urban, and charleston.
I did plenty of editing acrobatics between clips and handled the whole audio process—composing, recording, editing, and syncing everything. Like most projects I work on, more than half the time goes into research and planning, while the actual production is usually the easiest and most fun part.
The experiment worked out great—simple, fun, and effective.
References:
The soundtrack
This was an international campaign adapted for Romania, Serbia, and Greece. I worked on several assets, including this short jingle for Romania: ‘Fairy fun fără tam-tam,’ which roughly translates to ‘Fairy fun without a fuss.’