For Claudia Reda Walker, resident fashion/beauty editorial expert at full-service creative post house <a href="http://www.bondedit.com.“>BOND every commercial she works on is a chance to add something new, fresh and exciting to the genre. Her latest project – a <a href="http://clients.bondedit.com/Video/CW%20Pantene%20Summer%20SPA%20ray.mov.>nine-spot campaign for Pantene featuring supermodel Giselle Bundchen, created by agency Wing, New York (a division of Grey Global Group) — is no exception.
“Working with Creative Director Javier Bonilla and his team is always a joy,” Reda-Walker says. “Time after time he brings me beautiful footage, and the Pantene spots were no different. We agreed on an elegant yet modern cutting style. ‘Summer’ was particularly fun to cut. Javier trusted me do my own thing. I let the images flow one into the other, using the sun’s natural glares to transition from one shot to the next. The idea was to enhance Gisele’s carefree attitude. I opened the spot with just the wave sound to reinforce this. The cut had to be effortless and smooth.”
In the spots featuring Bundchen, which are targeted to the Brazilian market, we see Bundchen in a variety of settings – a white sandy beach, a beautiful hotel room, an elegant loft with large stain glass windows depicting a clock. In each spot Bundchen speaks directly to the camera about her hair, its needs and how Pantene Pro V helps keep it looking beautiful. Her testimonial is intercut with shots of her natural, flowing hair.
Other spots in the campaign target specific markets such as Colombia, Mexico and Argentina and feature testimonials from the fashion industry and celebrities from each of those countries. In them they talk about their work and how it often means their hair is mistreated, colored, ironed, blow-dried. Thankfully Pantene made the difference and restored it to its natural health, shine and beauty.
Once again, <a href="http://www.bondedit.com.“>BOND‘s full service approach played a key role as <a href="http://www.bondedit.com.“>BOND-FX visual effects artist Jeff Spangler was brought into digitally make everyone’s hair look its best, animate the 3D animated vitamins and make numerous enhancements and adjustments.
“Because the spots were not scripted and the women interviewed for hours, the challenge for me was to compress their testimony into just 30 seconds,” Reda-Walker added. “They had to be engaging, informative, interesting and natural and yet deliver the campaign’s message. It took a lot of work to make it all effortless and cohesive.”
Click here to watch the new Pantene campaign: http://clients.bondedit.com/Video/CW%20Pantene%20Summer%20SPA%20ray.mov.
Creative Credits
Client: Pantene
Project: Pro V campaign (9 x :30)
Agency: Wing, New York
Creative Director: Javier Bonilla
Copywriter: Marta Marcos
Editorial/Post: <a href="http://www.bondedit.com.“>BOND, New York
Creative Director: Jeff Beckerman
Editor: Claudia Reda-Walker
Visual Effects: Jeff Spangler
Executive Producer: Stephanie Shayne
About <a href="http://www.bondedit.com.“>BOND
From inside their beautifully designed 6,500 square foot studio, <a href="http://www.bondedit.com.“>BOND – the creative editorial/post house founded in 2006 by editor Jeff Beckerman – lends its versatile talents to the best in cross-platform advertising and entertainment. They offer clients a full menu of creative services, including editing, graphics, motion effects and sound design/audio post. For more information about <a href="http://www.bondedit.com.“>BOND contact Executive Producer, Stephanie Shayne via email at stephanie_shayne@bondedit.com, by phone at 212-533-9400 or visit www.bondedit.com.
