Sustainable Rituals - SURI 2.0

An Icon. Redefined.

For the launch of their second-generation, repairable sonic toothbrush, SURI asked us to create a series of short films that reflected the essence of their sustainable luxury ethos.

Having worked closely with the SURI team before, we understood the values driving their design: circular product thinking, modular engineering, and a commitment to environmental impact. Our approach was rooted in translating those qualities into a compelling motion campaign. Every animation was built to reveal SURI’s focus on innovation and craftsmanship, drawing viewers into the product narrative by letting engineering, assembly, and repairability take center stage.

An almost microscopic attention to detail made the difference. We paid close attention to everything from the gleam of anodized aluminum on the toothbrush body to subtle, nearly invisible plastic burr marks left over from precision molding on the brush heads. The animations beautifully captured these material choices and finish details, ensuring that nothing felt overlooked or generic.

Our team created tailored motion assets for the five colorways in the lineup. We subtly adjusted lighting, textures, and color to let each version’s unique character and finishing come forward. While the backbone of the animation remained constant, these tweaks helped every colorway to look its best in any range of campaign uses, from hero films to looping shorts for social and retail.

The result was a suite of CGI visuals that cut through typical product storytelling. These animations invite the viewer into SURI’s process and intentions, highlighting what makes the brand truly different for an audience that appreciates the finer points of design and sustainability. For us, the SURI 2.0 project is proof of how thoughtful design and purposeful animation can help drive a new standard for conscious consumer products.

Credits

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