In a world where advertising has become predictable and overly digital, ECQWA set a challenge: to introduce a new cleaning product through vivid metaphors of delicacy and care — without the clichés of a happy family and without relying on CGI.
Problem
Cleanliness and stains are a natural part of the fabric of life. We created a textile universe where everyday stains turned into epic natural disasters — only to be defeated by our heroine, Elsa. With the help of ECQWA, she restores balance by removing every trace of these “cataclysms.”
Solution
Instead of 3D animation or AI, we embraced the painstaking art of stop-motion. This choice embedded a tactile, craft-first sensibility into the very “fabric” of the film. Every object was built by hand: denim oceans with breaking waves, a coffee volcano erupting for real, a whirlwind of grass, a waterfall cascading from a down-feather scarf. Two directors. Eight days of production. Up to four hours of work per frame. Two bespoke puppets created exclusively for the project. Hundreds of textile elements arranged into multi-layered compositions. Every stitch and fold became part of the frame — a total immersion in craft.
Result
The ECQWA film became the first large-scale stop-motion project in the category in many years. It stood out against the flood of AI-generated content, earned organic coverage in industry media, and resonated deeply with audiences. In an era dominated by digital effects, we chose the path of handmade animation — bringing back to advertising a kind of magic that cannot be generated.
