Herbal Essences dazzling new global spot is a lyrical journey that stars the brand’s new celebrity ambassador Nicole Scherzinger. Directed by Strato Films‘ Paula Walker for agency Atelier, the commercial transports viewers to a mysterious, beautiful realm where passions are stirred. View the project here.nn”Atelier came to us with a fantastic concept, one that speaks to my deep interest in creating experiences that amplify the senses and take people to new places real or imagined,” says director Walker. “The creatives wanted to enchant — and this informed every step of the project.”nn”Paula is an intuitive director who knows how to tell a story brilliantly,” comments Atelier Producer David Schiavone. “She has an amazing energy, and it was really exciting to spend time with her on this project.”nnnnWalker sought a location with expansive space and burnished luster of history as the fittingly dramatic setting for the highly choreographed narrative to unfold; A five hundred year-old Moorish palace in Seville, Spain provided the ultimate environment for the intricately designed shoot. During the filming, Walker and Scherzinger quickly developed a collaborative shorthand based on a shared background in dance and choreography.nn”Nicole has an incredible talent and ability to communicate a wealth of emotion and range with a subtle movement. She can command space, even one as dramatic as the palace,” comments Walker. “Her incredible beauty is equal parts femininity and strength, perfect for the spot. We all loved working with her.”nn”Paula and Nicole spoke a shorthand dance language,” recalls Atelier Creative Director Kristin Moore-Gantz, “An arm-gestured chat they shared right before Nicole’s courtyard entrance scene laid the foundation for one of those huge “all eyes on set, doing this in one take” cranes and cues magical dance shots. It was breathtaking from start of music to finish and left all of us in video village speechless. Paula’s directing is female strong, visually potent, and, just like her talent, embodies a wide range of compelling work, it is a fluid human dance.”nnWalker and the agency brought the footage to Union editorial’s Laura Milstein who crafted the edit set to the rhythm of the multilayered, pulsing music track. Although Walker and Milstein had worked together on prior projects, it was the first time they collaborated in person and relished the opportunity – and pure fun – of the experience both with Paula and Atelier. nn”The spot is all about strength,” notes Atelier Producer David Schiavone, “and it was incredible to see this reflected in the team behind the project – Paula, Nicole, Laura and creative directors Kristin and Holly – who came together on this ambitious piece.”nnCreditsnAgency: AtelierlbnCreative Directors: Kristin Moore-Gantz & Holly Flukinger nProducer: David SchiavonenAccount Director: Mollie Rosen nSupervising Account Director: Allison Stelzer nEP: Laura Lagatta nnProduction Company: Strato FilmsnDirector: Paula WalkernDP: Rolf KestermannnEP: Mark ConleynnEditorial Company: Union EditorialnEP: Caryn Maclean nEditor: Laura Milstein nAssistant Editor: Eddie MaldonadonSr. Producer: Sara Mills nnA newly certified Minority Owned Business (MWBE), Strato Films was founded by director Paula Walker and award-winning director of photography Rolf Kestermann. Both have worked extensively around the world providing a unique global perspective to countless television campaigns including work for BMW, Mazda, Revlon, Nestle, Kodak, Cover Girl, Acura, Coca-Cola, Mercedes, Target, Aveeno, and Bacardi. Throughout her career, Walker has directed music videos for artists including Babyface, Tracy Chapman, Dolly Parton, Lou Reed, Marc Anthony, Queen Latifah, Leonard Cohen, Carlos Santana and Tina Turner. A devoted student of dance and choreography, Walker has collaborated with such innovative companies as Pilobolus, Pina Bausch, The Frankfurt Ballet Company and The Dance Theatre of Harlem on commercials and experimental dance pieces. Strato Films is Executive Produced by Mark Conley. For more on the company, please visit: www.stratofilms.com.
Jessie Nagel @ Hype 323.938.8363 x102 Contact Jessie via email
Who Needs Los Angeles? We Do.
One doesn't have to be a statistician to know that there are fewer commercials being shot in the U.S. today for the American market than ever before, and a dramatic decrease in L.A. in particular. In the last five years, as reported by FilmLA (the office tasked with issuing permits), L.A. commercial production has dipped 31 percent. But here’s the thing: This doesn’t mean that L.A. has lost its importance as the production center of the world. Production in L.A. is vital. It is the go-to. It’s where you can count on access to exemplary crews, a support infrastructure second to none, varied location and backlot options, a large population of on-screen talent and (fairly) predictable weather. The fact is, with overall decline and now the devastation of the fires, we’re on the brink of losing this mainstay resource. Without employment opportunities and now many without homes, talented and trained crew are bound to leave either the industry or the LA area for other opportunities, unless there are enough job opportunities to sustain a solid living. Now is the time when we ALL must support and bolster this community. Production is needed in L.A., now! Of course, advertising is a business, and marketers’ money should be spent as efficiently as possible, BUT we have to think beyond each production and know that if we lose the incredible resource of L.A. production as we know it, then marketers, agencies and the industry loses in the long run. Over the past several days, some agencies have issued directives to production companies that are unilaterally pushing upcoming production options out of L.A. The fact is L.A. is a large area, and many sections of the city and county are not directly impacted... Read More