Created by McCann New York and directed by Roman Coppola via The Directors Bureau, this L’Oreal Paris spot debuted on the Golden Globes telecast. Part of McCann’s “Comeback” campaign for Elvive Hair Care, the commercial features an actress getting ready to go on stage. She nervously paces in her dressing room, awaiting the big moment.
The camera finally reveals the actress to be Golden Globe winner and Stranger Things star Winona Ryder. Supers note that everyone loves a comeback–and your hair deserves one too, a reference to Elvive’s products which are designed to revive damaged hair.
Credits
Client L’Oréal Paris/Elvive Agency McCann New York Sean Bryan, Tom Murphy, NY chief creative officers; Shayne Millington, Jim Hord, executive creative directors; Rachel Leibson, creative director; Nathalie Huni, group creative director; Marissa Pierce, art director; Caitlin Harris, writer; Nathy Aviram, chief production officer. Aaron Kovan, EVP, head of internal production; Debbie Dunlap, SVP, executive producer; Jory Sutton, producer; Eric Johnson, SVP, executive music producer; Dan Gross, music producer; Danielle Korn, EVP, director of broadcast production. Production The Directors Bureau Roman Coppola, director; Lisa Margulis, exec producer; Julie Sawyer, producer; Pieter Vermeer, DP. Editorial Consulate Peter Johnson, editor; Jeremy Huff, Matt Ferran, assistant editors; Lisa Binassarie, exec producer; Alan Lopez, post producer; Mike Stolz, VFX artist; Todd Robinson, VFX producer. Music Song: “Anything’s Possible” MoZella, artist. Audio Post Sonic Union Joe O’Connell, audio engineer. Telecine The Mill Damien Van der Cruyssen, colorist.
Dancer turned director Ezra Hurwitz collaborates with Ailey II artistic director Francesca Harper, featuring movement as museum pieces against the Whitney Museum of American Art’s striking architecture for this short film titled Echoes of Ailey. Commissioned to celebrate “Edges of Ailey” at the Whitney Museum, the film accompanies the first large-scale exhibition on the life and enduring legacy of visionary artist and choreographer Alvin Ailey. “Edges of Ailey” is currently on view at the Whitney until February 9.
Animating iconic images from Alvin Ailey’s 20th-century repertory, the film expands on the exhibition by constructing a visual narrative around his storytelling and influences. Set to Radiohead’s “Everything In Its Right Place,” dancers from the Alvin Ailey American Dance Theater, Ailey II, and The Ailey School capture the emotional core of the company’s history--physically situating Ailey’s masterworks amongst the Whitney’s collection.
“As a child, my grandmother took me to Ailey’s Revelations once a year,” said Hurwitz. “No matter how often I saw it, the work captivated me. There isn’t one specific thing I hope viewers take away from the film--or one way to interpret its images. It’s meant to be an abstract work, like Ailey’s creations.”
Turning to his archive, Hurwitz and Harper illuminate key sequences symbolic of Ailey’s profound legacy, closing on an uninterrupted sequence from "I’ve Been Buked," the opening movement of Ailey’s legendary "Revelations." Carrying a watershed moment back to its own medium, Echoes of Ailey captures the multigenerational impact of Ailey’s work, continued by his organization. The short film first premiered on Nowness.
