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Following teasers from David Harbour and Benedict Wong, Tide is entering the Marvel Cinematic Universe - bringing its superior cleaning to Doctor Strange's iconic Cloak of Levitation ahead of the 'Doctor Strange in the Multiverse of Madness' release on May 6th. In the Easter-egg filled creative starring Benedict Wong, the new Sorcerer Supreme Wong must harness the power of Tide PODS to clean the dirtied cloak, despite the Cloak's objections. The spot was produced in partnership between Saatchi & Saatchi, Marvel Studios, and Bullitt - a creative studio whose founders include the Russo Brothers (Marvel Studios' Avengers: Endgame.) Tide enlisted the Oscar-winning visual effects company Framestore to bring the Doctor Strange iconography to life. Anthony Leonardi III - who has previously collaborated with Marvel on co-branded campaigns for Hyundai, Lexus, and Xbox - directed the spot.
Credits
Other credits
Lauren Varvara : VP
Adrian Chan : VP
Dani Stoller : VP
Sarah Beaumont : Chief Executive Officer Woven
Jennifer Brotman : SVP, Group Account Director
Anna James : Account Supervisor
Alex La-Rotta : Digital Account Supervisor
Claire Lancaster : Assistant Account Executive
Chris Gilbert : VP, Experience Strategy Director
Lee Boshes : Strategy Director
Shayla Nguyen : Junior Strategist
Lisa Rimmer : Senior Business Manager
P&G - Tide
Alex Perez : Senior Brand Director
James Sawyer : Brand Director
Bethany Kasper : Brand Director
Mathew Thomas : Senior Brand Manager
Kimberly Doebereiner : Group VP Future of Advertising, Head of P&G Studios
Rotha Brauntz : Director of Sustainability & Brand Communications
Henry Molski : Communications Manager
Paul Chick : Director, Advertising Production
Stephanie Wong : Head of New Ad Models & Entertainment
Justin Bracco : Sr. Media Manager
Matt O’Shea : Dir. Brand Media
Kenia Intriago : Sr. Purchasing Manager
Dave Spanogians : Sr. Purchasing Manager
Lauren Lasson : Media Manager
Judy Zheng : Asst. Media Specialist
Marvel Studios Partnerships
Mindy Hamilton : SVP, Global Partnership Marketing
Holly Frank : VP, Global Partnership Management & Operations
Chris Lisciandro : VP, Marketing Partnerships & Promotions
Andrew Staub : Director, Creative Marketing Partnerships
Evan Aronson - Writer/Producer, Creative Marketing Partnerships
Victor Farfan : Senior Manager, Marketing Partnerships & Promotions
A.J. Fierro : Director, Creative Marketing Partnerships & Promotions
Carat
Lucia Morris : Director, Content
Alysha Yuille : VP, Content
Platinum Rye Entertainment
Lori Golden : SVP, Celebrity & Influencer, Acquisition & Operations
Billy Blundell : Director, Celebrity & Influencer
Production
Hillary Rogers : Managing Director
Matthew Haggerty : 1st Assistant Director
Julian Laverdiere ; Production Designer
Framestore
Alex Thomas : Creative Director/VFX Supervisor
Pete King : Executive Producer
Scott Tinter : Senior Producer
Brian Creasey : 3D Supervisor
Carlos Adarraga Gomez : 2D Supervisor/Flame Artist
Marco Marenghi : Animation Supervisor
Jon Burke : Animation Supervisor
Katie Goggin : Production Coordinator
Whitehouse Post
Josh Bodnar : Editor
Tiffany Taveras : Assistant Editor
Caitlin Grady : Executive Producer
Melanie Klein : Head of Production
Co 3 New York
Tom Poole :Colorist
Wave Canon
Nicholas O’Toole : Composer
IMN
Mark Binder : Sound Supervisor / Sound Designer
Buck Mason : Sound Executive Producer
Daniil Kiselev: Sound Post Producer
Chris Goodes : Re-Recording Mixer
Elliot Hartley : Sound Supervisor / ADR Mixer
Vu Le : Foley Artist
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