Papaya Films Make Us 'Love Your Whites for Longer'

Havas creatives Diogo Abrantes and Chico Barrera collaborated with director Matt Rhodes to show an emotional journey of a woman through her life. She wears the same sentimental dress through each key moment of this memorable story weaved together through a succession of time-lapsed celebrations.

Diogo and Chico said: “Vanish is a brand that has been with people forever and that people genuinely cherish. The idea of the film was to create a homage to this product’s heritage throughout the lifetime of a woman, helping her keep her favourite dress alive and loved for longer. It is actually funny, because we got the confirmation of this insight on our way from the airport, after the shoot. Our taxi driver, to make conversation, asked what my job was, and when I told him that I just did a Vanish shoot, he replied right away that he and his wife love Vanish because it never failed them

throughout the years. That was a sign that we had a very strong product truth."

When the team first read Matt’s treatment, they knew he was the right person for the job. For him, the main dress was a character. This wasn’t just about the lifetime of the woman, this was the lifetime of a person and her favourite dress. From pre-production, Matt managed to fit an entire

lifetime in a 30’’ storyboard, to every solution on set. "This was the most complex production process we’ve ever worked on. We had to get the perfect cast for three generations of people; Costumes that would span four decades; and even dozens of extras dancing in the rain, on a super sunny Warsaw. Papaya made everything look easy. We still don’t know how they pulled everything off.”

Wojtek Skiba, EP at Papaya Films London added: “We’re all especially proud of this film. It’s a beautiful piece that takes the brand into new creative areas.”