The Loc Studios Expands into 3D and on-set VFX
November 3, 2026
Director Paolo Cavalieri and Buenos Aires studio Bleed pull back the curtain on the pitch they used to win the assignment of visualizing the invisible for the global launch of Unilever’s probiotic cleaner Cif Infinite.
Paolo Cavalieri: The challenge wasn’t simply to visualize probiotic technology, but to translate an invisible innovation into something tangible, trustworthy, and immediately recognizable as part of the Cif brand.
Our exploration focused on balancing technology with organic life. Clean geometries coexist with soft membranes, microscopic particles, fluid materials, and carefully crafted motion, creating a visual system that feels both engineered and alive.
“For us, visual R&D isn’t a separate stage from production. It’s a collaborative process of exploration, refinement, and creative decision-making that continues throughout the project.”
Throughout the process, every exploration responded to the product, the brand guidelines, and the communication goals, refining the visual language without losing its original intent.
Inspired by the hourglass-shaped graphic from the pack artwork, we reimagined it as a three-dimensional capsule that could reveal the product’s probiotic technology. First created for the pitch, the concept was adopted for the final campaign and became a recurring visual element across later executions.
For us, visual R&D isn’t a separate stage from production. It’s a collaborative process of exploration, refinement, and creative decision-making that continues throughout the project. The result is a visual language that is distinctive enough to communicate breakthrough technology, flexible enough to support a global rollout, and robust enough to evolve with the brand over time.
Client: Unilever
Agency: LOLA MullenLowe
Production: 1stAveMachine BA
Animation: Bleed
Director: Paolo Cavalieri
