Change the Diaper – Product Demonstration Campaign

Client: Procter & Gamble / Ninjamas
Agency: WHSE.CO
Production: Wagner Media & OMS Photo
Role: Director of Photography

Ninjamas challenged the team to create a more compelling way to demonstrate overnight absorption performance, moving beyond traditional tabletop product demonstrations and developing a visual approach designed to engage modern digital audiences.

To bring the concept to life, the production combined custom engineering, practical effects, high-speed cinematography, and motion-control technology. A custom 3D-printed diaper holder and motorized product rig were developed specifically for the shoot, allowing for repeatable performance while creating dramatic visual moments that clearly communicated the product's benefits.

The production utilized a BOLT robotic camera system paired with an Ember high-speed camera, enabling precision camera movements and ultra-slow-motion imagery that elevated a simple product demonstration into a visually striking commercial sequence. The motion-control workflow allowed identical camera moves to be repeated across multiple takes while maintaining perfect synchronization with the practical effects and product action.

Lighting played a critical role in achieving the final look. A studio setup built around multiple Aputure 1200d fixtures provided the output and control necessary to support high-speed capture while maintaining clean, premium product imagery. The lighting design emphasized texture, motion, and product detail while ensuring consistency throughout the robotic camera passes.

Services

• Director of Photography
• Commercial Product Cinematography
• Motion Control Production
• High-Speed Cinematography
• Studio Lighting Design

Production Focus

• Product Demonstration Innovation
• Practical Effects
• Motion-Control Camera Systems
• High-Speed Product Content
• Commercial Storytelling

Technical Highlights

• Ember High-Speed Camera
• BOLT Motion Control Robotic Arm
• Custom 3D-Printed Product Rig
• Motorized Demonstration System
• Precision Repeatable Camera Moves

‍