3M
People around the world pretty much understand what masks do. So instead of going into technical details, we launched the 3M consumer face mask as a lifestyle accessory. We created a simple story of an adventurous, mask-wearing Dad to show off its utility and comfort. We chose animation to add delight to the story and make it more easily translatable across eight global regions.
Group Creative Director
Here’s Dad (and the 3M mask) in action.
We took our Dad from the global TV spot and set him in the world of print. We kept visuals simple and universal.
