Angel Soft
PROJECTHeaven has a factory. Turns out it makes toilet paper!
For 35 years, Angel Soft's Angel Baby lived on the packaging. We reimagined her for a contemporary audience with a new look, a hardworking crew, and a world of her own, in the brand's first animated campaign. It got people talking and the brand growing again, and Angel became its new face.
CONTEXT
How Angel got her wings.
We designed everything in Angel's world from the ground up, from the factory in the clouds to every scent station and every baby on the crew. Along the way we invented a lab that distills fresh linen into drops, a trophy shaped like a wing, and a banner celebrating one quadrillion rolls. This is the development art, from the first gray thumbnails to the final paintings.
