Case Study: Top Down Solution for GOJO Industries
TRG Rewards GOJO's Trust by Providing Top-Down Multimedia Production Solutions for a Massive Project
GOJO Industries is a manufacturer of hand hygiene and skin care products based in Akron, Ohio. The company was founded back in 1946 by Jerry and Goldie Lippman when they wanted to provide rubber workers with a product designed to gently, but thoroughly, scrub their hands clean of tar, carbon, and other substances. GOJO grew over the decades, eventually adding the Purell and Provon to its line of products in the late '80s.
Hundreds of images (CGI and Photography), videos, and animations.
Recently, GOJO had two of the biggest launches in the company’s history. The addition of new product lines meant that the company needed a wide variety of new assets. This called for multiple photography initiatives, CGI for every new product, a video library, and animations, all of which needed to be planned, organized, and completed in time for when the new products were launched.
To complete these projects, GOJO had two options. GOJO could try and dole out different projects to multiple vendors. Not only could this lead to a project management nightmare where GOJO would have to keep tabs on each company's progress, it would also be more expensive due to the lack of an efficient process. The other option required GOJO to find a single multimedia partner that not only offered every service but could also efficiently handle every one of their projects. Fortunately for GOJO, the company already had a partner in mind.
How TRG Helped
At the time of the product launches, TRG had been partnering with GOJO for nearly a decade. We have provided them with a variety of services every year throughout that time, but these massive projects were an opportunity to showcase the full breadth of our capabilities. In turn, we utilized our CGI, photography, and video services to maximize what GOJO wanted to do with the new campaigns and offer them cost efficiencies every step of the way.
To start, GOJO tasked us to create new CGI assets for all the new products as well as the preexisting Purell hand sanitizers to help give everything a consistent, even look while differentiating each product enough for consumers. We built a configurator-style system to create multiple different pieces and parts of each asset, such as a front-facing shot of a product, a profile, etc. In post, we're able to assemble all these pieces and parts to create a whole product, but it also gives us the freedom to take certain CGI assets and drop them into past or new photography or use them to make animations.
Speaking of photography, GOJO knew they wanted long, horizontal shots to highlight every one of their Purell products in four different market spaces: an office break room, a kindergarten class, a restaurant, and a hospital. We tried to shoot the first scene on location, but we had to work around the existing limitations of the setting and people coming in and out of the scene. By the end of the shoot, we knew we weren’t going to be able to get the exact shot we needed to properly highlight each product. As a result, we turned to a solution that was not only more efficient but helped GOJO save money in the process.
The solution? We decided that it would be best to execute in-studio shoots so that we could use the same set and transform it four times. We had our construction crew build a long set that could be modified for each required setting over the course of a week. Each market would have a half-day shoot before our crew would come in and alter the set to look like the next market for the following day which was another half-day shoot. We repeated that process until we were able to get shots for all 4 of their markets. This allowed us to control every aspect of the shoot and saved GOJO quite a bit of money by not needing to build brand-new sets for every single shoot.
Once we had the shots, it was time for some more CGI work. Since many of these products didn't quite exist yet, we had to use our preexisting CGI assets and strategically insert them into each picture to make it look like a natural part of the scene. This meant combining several image layers to make sure that the lighting is right and that each product stands out in the scene. Our retouchers would also fix other details to ensure that the shot looked just right, like using specific assets to place labels on products or correcting something in the scene. If GOJO didn't like a particular aspect of the shot or how the light would hit something, we'd go in and fix it so that the whole room was just right.
The project doesn't stop there. Since GOJO turned to us as a top-down content creation solution for their multimedia needs, we're also able to use our CGI and photography efforts to support our video efforts. With these assets, we can create animations at a lower price. These can then be used to help build a video library that they can use to promote their products.
Thanks to our top-down approach, we're able to hit on all three fronts of the GOJO projects: CGI, photography, and video. Managing every aspect of the projects was quite an undertaking due to all the moving pieces and parts at given points, but it resulted in some great work and saved GOJO plenty from the logistical nightmare of juggling tasks between multiple vendors. Of course, the only reason we were able to take on such a large project is because we had built up trust with GOJO throughout the years. That trust made it a little easier for GOJO to give us all this work and not worry. In the end, we rewarded that trust by creating efficient solutions that resulted in tremendous work for all of GOJO's needs.