The brief was to stage the cooling effect the menthol in the brand's cough pastilles can have by comparing it with the symbolism of deep breathing and emerging from cooling water. To enhance the new packaging and brand's popularity the idea was to show a polar bear diving and emerging from water.

The creative concept features a woman and a polar bear in an arctic surrounding with the additional challenge of underwater shots. To realize the shoot we went to a studio with a water tank in Sofia to shoot live action plates with the talent and reference shots for our polar bear. The biggest challenge was to create a photoreal full-CGI polar bear that moves and looks realistic even underwater. We spend a lot of time building the asset and studied polar bears to help us understand how they behave and move in nature. To create the polar bear we used Maya as the main tool for modeling, lookdev and lighting/rendering of the shot. Additionally, we used Houdini to create the fur. Animation was also done in Maya. For Compositing we used Nuke. The VFX team consisted of 10 people and we spend about 3 months working on the VFX shots.