A full CGI campaign that brought us a Silver Clio (Health) and a Bronze Epica award.

The brief from CHE Proximity was simple – make some excuses out of toilet paper. We spent hours researching different ways to create the toilet type, studying paper behaviour and qualities like folds and wrinkles. We designed the typeface, blocked it out in 3D and then used Marvelous Designer to dynamically simulate the paper strands. From there, we manually tweaked the letters for better legibility, added a dual ply, embossing and perforations for added realism.

Finally we added our paper type into some simple spacious environments we created, which allow the headlines to stand out.


Agency: CHE Proximity, Sydney
Client: Bayer Australia
Executive Creative Director: Ant White
Creative Director: Brian Jefferson
Creative Director: Ben Stainlay
Executive Producer: Tori Taylor