CORAL GABLES, FL - Upstairs helped Tide promote the power of its more concentrated detergent with a new series of spots that target the Hispanic market. The 'Mini Me' campaign was conceived by Conill Advertising in Miami and shows how people can be reduced in size, yet remain incredibly efficient, just like the new Tide product, which comes in a smaller bottle.

In one spot, an office secretary leaves a meeting and returns in her fractional size, surprising co-workers with her productivity. In another, the hostess of a party steps into the kitchen, returning in miniature to pass out hors d'oeuvres.

Upstairs did tests in-house to determine how to shoot the effects sequences before production began in Argentina with La Fabrica Films. Wally Rodriguez served as director of visual effects for the campaign, and used Autodesk Flame for compositing. Fernando Galaz handled the edit using Final Cut Studio. Uptempo provided sound design and audio post.