SURI's repairable sonic toothbrush 2.0
2025
For the launch of their second-generation, repairable sonic toothbrush, SURI asked us to create a series of short films that reflected the essence of their sustainable luxury ethos.
Having worked with SURI previously, we were familiar with what drives their design philosophy: circular thinking, modular construction, and environmental consideration. We wanted the animations to reflect those values honestly.
Rather than simply showcasing the product, we focused on revealing the details that make it different—the engineering decisions, the assembly logic, the thoughtful approach to repairability.
The animations beautifully captured these material choices and finish details, ensuring that nothing felt overlooked or generic.
An almost microscopic attention to detail made the difference. We paid close attention to everything from the gleam of anodized aluminum on the toothbrush body to subtle, nearly invisible plastic burr marks left over from precision molding on the brush heads.
SURI offered five colorways, and each one needed individual attention. While the core animation remained consistent, we adjusted lighting and material properties for each variant to let its specific character come through. The goal was making sure every color looked its best, whether in a longer hero film or shorter social content.
The result was a suite of CGI visuals that cut through typical product storytelling. These animations invite the viewer into SURI’s process and intentions, highlighting what makes the brand truly different for an audience that appreciates the finer points of design and sustainability.
For us, the SURI 2.0 project is proof of how thoughtful design and purposeful animation can help drive a new standard for conscious consumer products.
