Three textures, three films, one feed
The Elmer's slime variant films
The brief
Stay the leader. Do not repeat yourself. Elmer's owned slime, and the year's job was to evolve that leadership with fresh expression, highlight new textures, communicate value at a glance, and educate people that Elmer's now makes pre-made slime with no fuss and no mixing.
The idea
Texture is the product. Three variants that feel genuinely different in the hand cannot be sold by one film with three end frames, because the thing being sold happens in the fingers rather than in the copy. So we made three films instead of one, and let the difference be the point.
The work
A trio of social-first films, each anchored to a distinct variant. DIY for the kids who want to make it themselves. Cosmic Shimmer, built around shimmer, so the camera leaned into macro detail and the hand pour. Fruity Slushie for texture and colour. Same brand world across all three, different feel in each, all of it built vertical and built for scroll rather than cut down from a horizontal master.
The product truth underneath
New textures, no mixing, pre-made and ready to stretch. The Glitter Glue and the Fluffy Activator do the work so the kid can do the play. That is a real change to the product experience, and the films are structured so a parent gets it in the first second without anybody having to say it.
Why it worked
The campaign that surrounds these films runs on user-generated content of real kids doing real things, which only holds together if the brand-made work looks like it belongs in the same feed. Three vertical films, made variant-first, were the way to earn that adjacency instead of interrupting it.
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