Barely There, maker of Invisible Look and Comfort Curves bras, is highly conscious of the shape of breasts that fit beneath them. Its latest ad, which debuted last week, is “Beware of Funny Shapes,” an animated musical video that addresses the “funny shapes under your clothes,” from quadra boobs to torpedoes, that won’t appear wearing a properly fitting bra.
“The funny names came from real women, so we think this is a video that real women will relate to,” said Amy Elkin, art director at The Martin Agency/Richmond, which created the video that was produced by animation studio Loose Moose/London.
The video features a colorful collage of women exposing their unique breast shapes, adorned with images of the items the breasts are shaped like, from pine cones to blueberry scones. A lilting sound track from Hum Music & Sound Design/Santa Monica, Calif., features a song with Burl Ives-like vocals, “for a Disney kind of feel,” Elkin said.
The song was written by Anne Marie Hite, a Martin copywriter, and sent to Loose Moose with the idea for the video.
Vanessa Morris, a London based illustrator, drew the animation and Ange Palethorpe directed it for Loose Moose. Palethorpe said the illustrations were designed in Adobe Photoshop. Then the images were put into Maya, where two-dimensional puppets were made and later composited in After Effects.
While the original animated images were 2-D, the video includes a series of 3-D sequences, “to achieve a different look and get away from being flat and give it perspective,” Palethorpe said. One scene in which a woman’s torpedo breasts fire away and ignite a tree in a park used 3-D images to show the couple on the ground and the torpedo flying through the air before bursting into flames.
The video is “the first animated film we created for them,” Elkin said. It’s part of a campaign that also includes print and online ads. The video plays at www.barelythere.com, YouTube and a MySpace page Martin created.
Director Hans Emanuel Joins Caviar For Commercials and Music Videos
Production company Caviar has signed director Hans Emanuel for U.S. commercial and music video representation. The film and advertising director fuses his keen--and Berlinale Film Festival Award-winning--eye for cinematic storytelling with a commercial background across multiple genres including beauty, automotive, dance, and visual effects-heavy projects, to produce creative for clients like Kia, Nivea, Nissan, L’Oreal, BMW and more.
Caviar executive producer Salim El Arja noted, “Hans has a unique ability to blend stunning visuals with heart and humor, rooted in his confidence as a craftsman. This allows him to focus on drawing exceptional performances from actors--including celebrities--and crafting films that are not only visually striking but also deeply engaging and often hilariously comedic. His sensibilities align perfectly with Caviar’s vision, and we’re excited to collaborate with him on work that pushes creative boundaries.”
Emanuel added, “Caviar is a renowned name, certainly since I began my career. They have a solid reputation for quality work, and I’ve always respected them as a company. Life is about where destiny makes you flow with the people you need; thanks to a series of projects, I was introduced to Florence Jacob with Caviar Paris first, and the rest is history. I feel they can support my career growth with their comedic expertise and filmmaking prowess.”
Prior to joining Caviar, Emanuel had been repped by production house Stadium. He was born and raised in Santa Monica, Calif., to a Mexican-German mother, benefiting from a culturally diversified upbringing that carried through his education interests. Knowing he wanted to be a filmmaker from the start, he began his career in the luxury and beauty field,... Read More