MuteSix was awarded a Webby Honoree for Best Video in the Fashion & Beauty Category in the 25th Annual Webby Awards for its work with Spongellé, the original body wash-infused buffer. Hailed as the “Internet’s highest honor” by The New York Times, The Webby Awards, presented by the International Academy of Digital Arts and Sciences (IADAS), is the leading international awards organization celebrating excellence on the Internet.
Earning the distinction as a Webby Award Honoree—which marks both the agency’s first submission and subsequent recognition—is a significant achievement, granted to only the top 20% of the nearly 13,500 projects from 50 states and 70 countries entered this year.
“Creating this spot for Spongellé was a dream,” commented Olivia Kelleher, Creative Director at MuteSix. “As a long-term partner, we felt privileged to have gained the brand’s trust, which enabled us to push our creativity to the limit.” Kelleher elaborated on the creative direction, adding, “Our vision was to depict the feeling of escape that an indulgent shower can provide, placing the Spongellé buffers at the center of our ethereal world. We used the unique scents of the products to inspire the production design of each scene, visually telegraphing the experience of using its products.”
The 60-second video transports viewers on a hypnotic journey to a serene oasis, and is the creative brainchild of the talented MuteSix team, consisting of Kelleher (Creative Director), Alexa Prosniewski (Executive Producer and Writer), and Madeline Laver (Creative Producer / ACD). The combination of extravagant bathroom sets, dreamy choreography, fluid camera movement, and beautifully diverse models, all timed to a custom score, resulted in a cinematic experience that not only created brand awareness and generated significant revenue for the DTC beauty brand, but has now positioned itself as a Webby Award Honoree.
Applauding the video’s recent Webby nod, in addition to the beauty brand’s recent win of a Silver Los Angeles American Advertising Award (ADDY), Julie Baik, Marketing Director at Spongellé, said, “MuteSix does an exceptional job at understanding our needs and executing positive results with creativity and finesse. They were instrumental in scaling our e-commerce to new heights and won us multiple awards along the way.”
Kelleher also reflected on the Webby recognition, noting, “As a small but mighty creative team, seeing our work stack up against titans in this vertical is a huge honor.” Such “titans” include the likes of Complex Networks, as well as Webby-nominated brands, including Condé Nast, Vogue, Modern Post, and MR PORTER.