Transcription
BEAUTY TUTORIALS
Beauty is the promiseof happiness.eNiiice.clans to make sure these beauty tutorialslook absolutely, fabulously, insanelyThanks for the invitation to pitch.spectacular.Everyone is very excited over this brief.I’m reminded of the immortal words ofIt’s a challenging project as the final filmsCOCO CHANEL, “a girl should be twowill appear on everything from phones tothings: classy and fabulous. yet “. Belaptops to media walls. But we’re quietlyassured, I am going to do everything inconfident of our capabilities of designingmy power to make the grand old damethis campaign to within an inch of its lifeeof haute couture proud. The call is outto assure it onscreen immortality. Andfor a great gathering of the creativehere’s exactly how we’re going to do it
A makeover is the rebranding of ahuman being.
slow-motion texturesOVERVIEWmirroring effect &split screenThe production objective is very clear. We aremultiple coloured overlays and supers. As wellgoing to produce a series of visually stunningas unorthodox split screen techniques, weand beautiful tutorials that look modern, stylish,will also use mirrored and reflected images toinspirational and achievable.demonstrate pattern, design and precision alongwith animated mattes to break the image intoWe will deliver films that are fast paced andsplit screens and the MAC design already usedgorgeous highlighting a mix of high end beauty/on much of the beauty range would be a greatmodel close ups cut with dynamic and colourfuldevice for this.slow motion textures to show off the newpowders, pigments and varnishes.Each tutorial will have it’s own feel but will followa similar narrative and edit style so that they feelThe clips will be simple enough to demonstratethe tutorials yet visually very graphic withlike a collection.split screen
The most beautiful makeup of awoman is passion.But cosmetics are easier to buy.
DIRECTORI think on this job you are best served by Joewith Jane Designer, currently Head of DesignDirector who is a stills director/photographer.in Production House London, where she notStills photographers are perfect for this kindonly oversees the department output but alsoof work as shooting high-speed is essentiallydesigns, directs and art directs. She spent fourcapturing a ‘frozen moment’. A quick look at hisyears working in Framestore’s Commercials andfolio says more about his capabilities than wordsLong-form departments as a Paint & Roto artistcan.and Flame operator before a move into Designin 2003. She’s perfect for this job as she has aThen to bring this alive, we would team himpassion for typography, detail and beauty.
SPIKE High Speed Motion ControlAPPROA C Ha champagne cork poppingAs part of what we can bring to the production,will be highly graphic and stylized with tightwe want make it very clear that we driveclose-ups on lips, eyes, face and nails. To finishinnovation and that we plan on doing somethingit off we have on of the planet’s top colourists tovery original. We’re in bed with the guys whomake sure everything well and truly makes thebrought the first Bolt rig to the UK and thisgrade.tyre cutting through waterproject would be perfect for it; take a look at howtable top meets the matrix.Finally a razor sharp, rapid fire edit will featurehttps://vimeo.com/33408157macro shots of the product in packagingalongside textural micro shots held together withPlaying with this phenomenal piece of kit meansa spellbinding soundtrack.that we can shoot the make up textures in 360degrees diving completely around the explosionsand liquid splashes in real time. The films willinclude explosive make up and a slick use of splitscreen to bring them both together. Thereforeour high octane treatment of the core MAC lookstwo tomatoes smashing into each other
TUTORIALLOOKThe tone and lighting of this job is simple:sharp, bright, clean, crisp with fresh skin tones.Emphasised by neutral tonality set upon a brightwhite or light trench backdrop. This will allow theessence of the MAC girl to shine.We want to create a signature look for thecampaign that is all about simplistic beauty withbright, bold colours juxtaposed with interestingtextures from our high speed visuals.
LOOKSaid seamless edit will carry us through eachscene but the secret to creating this commercial’ssignature style lies in blending three disciplines;editing, SFX and high speed tabletopphotography. The colour and textures will get thefull shock and awe treatment at macro and microlevel, think:COLOURFORNIAhttp://vimeo.com/26906724but with more class and finesse for the powdersand Canon for the nails:CANON - “Bring Color To Life”http://vimeo.com/15704267just look at the detail of the different liquidsmixing and blending onscreen – love that!As a logo sign off I want to take the Dior ref:LAZIZ HAMMANT - “Dior Tailleur Bar”http://vimeo.com/26072769
LOOKand completely up the ante with the help ofSPIKE motion control so that you’re just blownaway by the delicacy, passion and power ofthe closing sequence. Now for a little screenschizophrenia, I llike the aesthetic of VICTOR &ROLF:VICTOR & ROLF - “F ty/viktorandrolfflowerbomband would combine that with the boldness ofNY Times:NY TIMES - 31/kruseny-times.htmlMix that in with a touch of KARL and the battlefor hearts, minds and eyeballs will be won.
The best thing is to look naturalbut it takes makeup to look natural.
GRADEooLet’s take a moment to meet Joe Grade. The number ofcolourists of his caliber can literally be counted on thefingers of one hand. In this business, he is the businessand a quick inspection of his reel will assert that so grab acoffee, sit back and enjoy -http://www.web.ref
GRADEI won’t bore you with the groaning shelves of awards he’s won but wouldChurch in the Wild” by Jay Z and Kanye West and “Time to Dance” bypoint you to his work on Plan B’s “Stay Too Long”, directed by Daniel WolfeThe Shoes. He’s the first choice for the industry’s most acclaimed directorsand the promos for the singles from their critically acclaimed album, Thesuch as Daniel Wolfe, Ivan Zacharias, Romain Gavras, Vaughn Arnell,Defamation of Strickland Banks. He was nominated for best Colourist atThirty Two, Nick Gordon, James Rouse, Rocky Morton, Vincent Haycock,the British Arrow Craft Awards 2012 for Guinness “Paint the Town Black”Michael Geoghegan and Tim Godsall and was also nominated twice at the MVA’S 2012 for Best Colourist for “NoAnd now he’s looking forward to working with you.JAY-Z x KANYE WEST - “No Church In The Wild”MVA 2012Best ColouristPLAN B - “Stay Too Long”MVPA Awards 2010Best TelecineGUINNESS - “Paint The Town Black”British Arrow Craft Award 2012NominatedTHE SHOES - “Time To Dance”MVA 2012Best Colourist
SOUNDvvvvvvMusic is what emotions sound like. It’s also very subjective. Naturallywe want to create tracks that will furnish the visuals with the polish andDJANGO DJANGO - “Hail Bop”https://www.youtube.com/watch?v JQGTORbJgB4verve that reflect the MAC brand position. They way we like to work isto have a lengthy discussion with client and agency with some initialrecommendations and then we brief a music production house in the earlystages of pre pro so that the tracks can emerge organically as a part ofthe whole creative approach. For starters, I quite like the power pace andsensuality in this beauty reeland look forward to working with you as part of a collaborative process.
Who says soul has only one colour?
We are assembling the heaviest hitters in the business to create a blitzkriegof beauty that will blow the category away and reveal makeup in a majestyit has never seen before.Final thoughts are on the human touch. What is going to really give thesefilms a crowning glory is little touches of humour in the expressions the girlspull: eyes lips, smiles, smirks, pouts and preens. We can shoot bunches andbunches of these for use in the edit but instigating a human connectionwith the models will make the films more engaging and elicit more smilesfrom the audience and that’s what we want the films to deliver: a subtleserotonin lift that translates into a richer instore and online experience.The experience needs to be almost ethereal, think BBC evealed but with models and makeup.Suffice to say, the campaign’s realization needs to be detailed and preciseand the sooner we can start working on these details the stronger thefinal films will be. Time spent in pre-production is never wasted. I’m readyto move forward so please do not hesitate to contact us for any furtherclarification.Thank you,Joe Director
COCO CHANEL, “a girl should be two things: classy and fabulous. yet “. Be assured, I am going to do everything in my power to make the grand old dame of haute couture proud. The call is out for a great gathering of the creative clans to make sure these beauty tutorials look absolutely, fabulously, insanely spectacular. It’s a challenging project as the final films will appear on .
