How do you shoot a major ad campaign when travel is nearly impossible, studios are closed, and no one wants to get all that close to anyone?

That was the predicament of P&G’s 9 Elements team last year when it hoped to keep plans on track for the vinegar-based household product line. Rather than put the campaign on hold, 9 Elements leadership brought agility and ingenuity to the problem. The actors and director shot the video in Toronto, with a feed directly from the camera that could be viewed in real-time by the ad agency in New York and the P&G team in Cincinnati. “Having to navigate that in a virtual world is definitely very different, but we didn’t have any issues and we were happy,” said Laura Milton, brand director of wellness fabric and home care at P&G.

Watch the video to learn more about the campaign and the 9 Elements journey: