Kai and Sunny Get Psychedelic for Tide
Saatchi and Saatchi devised a brief that spoke to Kai and Sunny's stereographic style: design a three-dimensional, rotating dress employing the "Magic Eye" method. And it had to be created from Tide's detergent pods.
"It took lots of testing along the way," Sunny remarked, like working out the cuts on the back shapes, determining the best color combinations, and ensuring the shape of the dress was recognizable.
"Turning mundane objects into art, I think, is great challenge," he added. "It makes you look twice at the things around and what you could transform them into!"
Agency: Saatchi and Saatchi
Creative Directors: Daniela Vojta, Susan Young
Art Director: Kimberly Pasqualetto
Art Producer: Maggie Sumner
Copywriter: Matt Vitou