Strategy: The rules of seduction have changed, and whilst Axe remains about helping men succeed in the game of attraction, we want to adopt a more progressive take on this age-old story. With Soulmates, our intention is to reflect a more thoughtful and romantic view of the relationships between a guy and a girl. The tone of the campaign is cinematic and epic, in the tradition of Axe advertising, but more sophisticated.

Creative Idea: Rewrite history with all new, upgraded Axe. Our new products will help you take your fate into your own hands and find your true Soulmate in spite of any adversity.

Each 'era' of time had different amounts of VFX.

1. Ice Age.

This whole sequence was shot on a stage. Electric Theatre Collective (ETC) advised that white screens should be used as the back drop.

We also advised to use blue filters on the light when lighting the white backgrounds.

The Production company produced and composited matte painted back grounds for the entire sequence and composited cg snow in the foreground, mid ground and far distance back ground.

CG ice and water was generated and composited with live action for the ice breaking sequence.

2. Pompeii.

The sequence of the volcano eruption was shot on a back lot with green screens. Matte paintings were generated for extra village streets and volcano.

CG dust and debris were composited into the sequence.

3. Sultan.

Set alterations and smoke and atmosphere layers added.

4. Western Saloon.

Smoke and atmosphere layers added.

5. World War 2.

Falling debris and dust added, and Camera shake.

6. End Sequence.

Couple shot on green screen and composited into live action plate.

CG truck, garage, and fireball generated and composited into scene.