Independent creative firm Elastic has worked with Daikin on a new campaign Titled 'Perfecting the Air'.

The campaign seeks to showcase Daikin's prowess in creating the ideal climate within homes, transforming them into comfortable sanctuaries.

Elastic has been Daikin's creative partner for over seven years and was tasked with crafting a campaign that positions the brand as 'Air Specialists'. The campaign employs a blend of unreal engine environments, practical effects, set designs, live action, and CG enhancements to evoke the sensation of bringing the freshness of the outdoors inside.

Catherine Terracini, Executive Producer at Elastic, emphasised the uniqueness of each brief and the need for a tailored approach.

"Every brief is unique and demands a bespoke approach. For this campaign, the combination of virtual production, live action, practical sets, and CG enhancements was the perfect solution to deliver this creative in a seamless and integrated way," she said.

Raj Singh, General Manager Product & Marketing at Daikin, expressed satisfaction with Elastic's interpretation of the brief.

"As an Air Specialist, we wanted a fresh take on how air-conditioning has been traditionally portrayed in the market. Hence our brief to Elastic was to capture the Experience of being in the “Perfect Climate” and they’ve certainly nailed it with this TVC," he said.

The campaign is set to be rolled out across multiple platforms including TV, BVOD, out of home, social, radio, digital and display. It was produced by Elastic with Kevin Lim as the director and Catherine Terracini as the executive producer. Slingshot was the media agency involved in the campaign.