when confidence went all over
Client: Rexona
Rexona partnered with Day Five to launch their All Over Body Deodorant, a product designed for confidence beyond the expected.
Working alongside Unilever, Mindshare, and Meta, we led the creative execution for a multi-asset campaign designed to live natively across social platforms. The challenge was scale and consistency: deliver a series of high-impact videos that felt dynamic, premium, and unmistakably Rexona, while performing across paid media.
Our solution was to visualise coverage literally. Using CGI, we created giant inflatable body parts appearing across recognisable locations around Australia. Arms, legs, and torsos showed up unexpectedly in everyday environments, instantly stopping the scroll while reinforcing the product’s all-over promise.
The inflatables were intentionally oversized yet familiar, playful enough to spark curiosity, and grounded enough to feel like they could exist. Each execution balanced humour with polish, ensuring the campaign felt true to Rexona’s brand while remaining culturally relevant and highly shareable.
The campaign launched with eight video assets across Instagram and Facebook, forming a cohesive rollout that combined spectacle with clarity. Built for performance, the work delivered impact at scale while keeping the product front and centre.
From concept development through production and CGI, every element of the campaign was crafted entirely in-house by Day Five, in close collaboration with agency and platform partners.
Campaign Goal:
Launch Rexona’s All Over Body Deodorant through a playful, performance-led campaign that makes full-body protection instantly understandable.
Core Focus:
Use CGI and humour to visualise all-over coverage in unexpected, real-world locations.
this is cgi, not ai
our hidden storytelling
you wouldn’t notice (but we do)
What we shot:
We needed to capture a classic Adelaide backdrop. It had to be somewhere real, somewhere recognisable. However, at the time of the campaign, especially when we needed to shoot, the grapevine wasn’t in season. So the storytelling dictated what we needed to execute. We needed to paint out the old, dead vines, replace them with grass, and prep the scene for fully digital, 3D grapevines.
Post removal of grapvines
To paint out the old, off-season vines, we used classic filmmaking techniques: painting by hand and matte painting using reference photography.
Final Edit
Here is our final edit, complete with fully bespoke, sculpted, simulated inflatable body. Sculpted by hand, textured, lit and animated. Again, all by hand - proudly using CGI, not AI.