Text explaining the launch of C by Charmin, brought on by Saatchi & Saatchi to design animated spots introducing VelveTouch™, showcasing the product's silky texture, embossed patterns, and scalloped edges for a visual experience.
Text explaining the launch of C by Charmin, brought on by Saatchi & Saatchi to design animated spots introducing VelveTouch™, showcasing the product's silky texture, embossed patterns, and scalloped edges for a visual experience.
A person holding a roll of white toilet paper against a black background.
Close-up of a person holding a piece of white bath tissue with embossed swirl patterns, with a roll of tissue in the background and text that reads 'Experience the first bath tissue with Velvotouch' on a dark background.
A digital advertisement image features a roll of white bathroom tissue with embossed patterns, set against a blue background. The tissue is depicted as unspooling with handwritten red annotations pointing to various features: 'BRING BACK EMBOSS' at the bottom and top of the tissue, 'SOFTEN emboss' near the middle, and 'FADE REFLECTION' on the lower right side. The top part of the image shows a logo with a gold outline of a letter C and the text 'BY CHARMIN' underneath, with a dark cloud graphic behind it. The overall message emphasizes advocating for embossed, soft, and reflective bathroom tissue.
Silver badge with a crescent moon shape and the text 'BY CHARMIN' on a dark background.
Logo with a large letter 'C' and the text 'BY CHARMIN' inside and outside the letter.
Text describing the launch of C by Charmin with Mippi, showing a blue gradient background and white text about product design and animation.

About this project

Mippi designed and animated the launch campaign for C by Charmin, turning bath tissue, an everyday essential, into a luxury. Mippi was brought on by Saatchi & Saatchi for the launch series.

  • C by Charmin launched as the first bath tissue with VelveTouch. The brief was to make an everyday essential feel like a luxury product, through two six-second social spots, “Hand” and “TP”.

    • Storyboarding

    • Art direction

    • Live action shoot

    • 3D modelling

    • 3D animation

    • Editing and VFX

    • Reformatting and cutdowns

    • 2 social spots, “Hand” and “TP”, each in 1:1, 4:5 and 9:16

    • Styleframes for each spot, including 1:1 versions

  • Luxury fragrance and tech-film cues: deep Charmin blues, gold accents, cinematic lighting and slow, controlled movement. Detailed CGI captures the roll’s embossing, scalloped edges and velvety texture, so an everyday product feels unexpectedly premium.