Background
In Saudi Arabia, back to school is a cultural reset — routines shift from late, lazy mornings to early wake-ups. But while routines change, oral health shouldn’t. It should remain consistent, even when the kids are grumpy, half- asleep, and brushing their teeth with eyes barely open. We had the opportunity to show support and be there with Saudi families through this routine change
Opportunity
We noticed a gap: brushing felt like a chore during this transition. But the Pronamel Kids toothbrushes, with their playful designs, had never taken center stage in communication. They had the potential to turn brushing into a moment of fun, not frustration.
A Creative Challenge
Typically, producing 3D animation of this quality takes 5–6 months. Even with conventional AI methods, it’s difficult to maintain consistency and control over the brand world — from characters’ outfits and locations to wardrobe references. There’s also the challenge of securely handling client assets.
To solve this, we developed an in-house AI pipeline that gave us greater creative control and data security.
This approach ensured:
– Every amend could be delivered with precision.
– Outfits and props matched references perfectly.
– Characters, indoor/outdoor sets, and even the Saudi school environment were faithfully aligned with the brand vision.
– Sensitive client data remained fully protected.
We followed a full animation pipeline, from character design, wardrobe styling, and set design to 3D modeling of the brushes themselves — but executed it with AI-accelerated methods. The result: a production that normally takes half a year was delivered in under one month, with complete control over the creative process.
WE BROUGHT THE TOOTHBRUSHES TO LIFE…
LITERALLY.
THE BOY
THE GIRL
THE MOTHER
CROCO & HAPPY
Agency: AKQA
Location: Dubai
Client: Haleon
Client: Haleon
Motion Design & CGI / AI Artist : Mahmoud Elsamman
Creative Director: Morhaf Wakkas
Creative Director: Morhaf Wakkas
Head of Production: Amit Hasija