The Air Makes It Home in Droga5's Latest for Air Wick
Emotional Anthem Takes the Air's POV
Jan 29, 2015
Droga5, New York is known for bringing a fresh voice to stale categories, like insurance with Prudential. Now, it aims to tackle the typically boring ad territory of "air care." Such is evident in this new anthem film for Air Wick, which takes the viewer through an emotional ride through a family's warm abode, going in and out of the house's various nooks and crannies and revealing all the little things -- good, and maybe not so much -- that make a house a true home.
The camera takes the air's point of view to show that the air, and the scent it carries, help to tie all those important elements together. The film was directed by Smuggler's Adam Berg, who worked with Oscar-nominated DP Linus Sandgren to create a custom camera set-up to capture some of the tricky shots. Read the full Behind the Work story on Adage.com.
The film follows Droga5's moving film from last year, in which a soldier on the field is made to feel like he's with his family for the holidays when Air Wick delivers to him candles infused with scents from home.