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We are going to create one "new world of freshness", where what we see is built by what we feel. And what we feel is created by the sense of Semana.





This is one world where Freshness stands for flawless movement, free spirit, lightness and fashion of your choice. The scent that each new Semana gives transcends imagination and creates one new perception not only for everything around, but for oneself as well. 

What leads us?

Our main character is guided by the flawless, ethereal motion of a long cloth. This element symbolises the delicate power that Semana provides and the way it triggers our imagination to wander in new feelings and places. 

The cloth leads our main character out of the wardrobe and into the new world. We see small particles flickering around it, creating the sense of magic.

Behind open

What happens if you dare to open the wardrobe of your clothes, touched by the magic of Semana? You are guided into one world of fashion and style, that are "out of this world".


The cloth goes up to the ceiling and straight, inviting the character to discover the wonders of this new world, that Semana has designed for her.


Our main character is the one that represents the Spring Bloom Semana, she wears orange and is guided by purple cloth.

How she enters.

We can use an impactful transitions that shows how her world is turning upside down. Figuratively & literally. 

#1 Surreal location

How she feels.

#2 Real location

dreamy, stylish, ready to experience something fresh & new. Like new emotions, new people and fresh view of herself. 

Who does she meet?

The cloth continues to lead her now in more closer shots to 2 women, who represent the fashion of the other 2 new Semana packagings: Bright Sky & Clear Blue.


Their look speaks to freshness, audacity and endless dreams. 

We see the 2 packagings in their hands. One of the women is sitting on a chair, and the other is standing close to her.

What is a world without love? 

The cloth leads our woman to ahead and as she sees a man the cloth transforms into glitter particles.


At this moment we show the way this new Semana world stirs her emotions and provokes her to experience new feelings as she gets closer to the man.


"The world symbolically spins around them" with a special camera movement that we use as a transitions to the wardrobe. We see her getting out if it fresh & excited.

The hero shines at the end.

Right after our main character gets out of the wardrobe, we see the Extra Fresh Semana bottle right next to her on a towel cabinet with some glitter particles flowing around and falling next to it.


She smiles at the bottle, hinting at what this fabric softener has just made her experience. 


We can show the 4 new Semana bottles appearing around the cloth, that has led the movement of the story. 


The music and the sound effects should enhance the feeling of a "new world". The soundtrack has to be evolving at the end and it can sadly have no vocals, because of the voice over or... the voice over can be rewritten as a song itself. 

00:00 / 00:52

Martina Solakova.

Thank You.

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