Head & Shoulders
Projects SAMAN & ELZA
Creative Director Luti NOBRE
Treatment by CAVALLARIA
Produced by SOMA 



DIGITAL FILM - EMOTIONAL
H&S crescimento forte desde a raiz
Growing – 30’’





CONCEPT DEVELOPMENT

















THE SHOW

















FIRST PONT







2ND POINT










CHOREO
GRAPHY FILM









The film Emotional with Bruna Marquezine, I see as the brand's sensorial film, the institutional inspiration film.

Where we take viewers to the Head & Shoulder world. Artistically reinforcing the brand pillars with KV information.

When I visualize the project proposed by the agency, it is wonderful to have the opportunity to develop a project with this creative range of contemporary theater with Mapping Project and Choreography along with the brand information and the whole atmosphere of beauty films all over. I can't wait to do it ;).

I really thought the construction was very well resolved, I just concentrated on sewing the creative path in storytelling with the actions of Hair Shot and Product Shots with the messages and proposed language.




We must reinforce the key point of the film Emotional with Bruna, proposed by the creation is the atmosphere of spectacle, stage, theater with “live mapping project”.

Taking advantage of the greatest talent of Bruna, which is acting, we have a super actress in our favor.

Reinforcing this proposal we will also involve Bruna in a way of interpretation, in her area, making her involvement more organic with the project.

Making it possible to bring a storytelling narrative along with KV messages.

Containing a choreography from the beginning to the end of the film.

Within this theatrical universe, I would like to bring some points to reinforce some important information for the brand, requested by the creation without losing the aforementioned theatrical narrative:


H&S is the number 1 shampoo in the world

For this, I propose to transform the staircase into a podium, with the set of products at the top, visually relating the message.

Bruna continues to Going up and keeping the “live animation” of the roots and foliage happening at every step, but the podium goes up.

Bringing a line of narrative movement to Bruna's acting, from horizontal to podium and during this path reinforcing the project's KV

From the Root to the ends at each step, a projection is born and expands throughout the painting.

From the hair’s root to the points
Becoming the beginning for choreography and the projection language.




We will have a choreographic film, in which we will pay tribute to two great successes of cinema, which is in the subconscious of the entire population:

Dancing in the rain



LaLaLand


But in an indirect and modern way, with digital interaction being projected, as a reference below.

Main Reference of Atmosphere + Choreography & Mapping Projection




MOVIE SET





The Scenario will be a total part of the narrative with the interaction with BRUNA.

We will make an enigmatic and powerful stage, very minimalist so that the focus is on interactive acting and hair.

We’ll do it instead of a wall, we’ll do a live back-projector screen to bring

The live optical effect that I call TIMEFRAME, which, I explain in the takes that I will use.

So the projection will not touch Bruna's skin, having more control over Beauty and Hair.










PHOTOGRAPHY PROPOSAL























































HAIR & ATMOSPHERE PROPOSAL



I would like to bring a GLAM in the photograph, directly in the capture, a technique that makes the image softer and taller with a “sparkling”

For the glamor atmosphere with Bruna and product be unified.

As we will work with the universe more contrasted for better definition of the projection, follows some references









Follows Loreal film, to demonstrate that it is possible to sell hair with a more cinematic light with beauty together and more natural acting








TIMEFRAME


Films made it by me in BACK PROJECTOR with TIME FRAME concept.





PROJECTION MAPPING
POST PRODUCTION






Although we have the back-projector, Mapping will do it in post production.
To guarantee the luminance x sharpness of the root and hair, without harming the art and the quality of beauty.

Mapping is really cool live, but not filmed.
It has NOT so much visual impact on film.
So it's better for celebrity logistics with the technique.
We do it in post-production.

As we said before, photography will follow the projector and the mapping will follow the same texture, giving a perfect match.

The camera movements will be fast and modern, focusing on the root and the hair, like this film.

The following reference is of composition, nothing was really written. Everything was put into post production. Like this L’Oreal Paris - Rouge Signature




See this example as in film it loses visual impact the projection Mapping


FRONT
PROJECTION


We gonna use BACK PROJECTOR, with this, the image not gonna pass through BRUNA.
Will be only in the. backgroud.

Bellow a reference with FRONT PROJECTOR by L’Oreal Paris.




DIGITAL FILM - FUNCIONAL
H&S crescimento forte desde a raiz
PERSPECTIVE – 30’’



CONCEPT DEVELOPMENT



We will follow the art direction with the evolution proposed by the creation in acrylic shapes, from the last Malfati project.

Let's just add some photography details, to keep the same “GLAM” language of the other NEW projects in the same campaign.

Focusing in her natural action and perfect beauty Hair Shots





PHOTGRAPHY REFERENCE





We will follow the art direction with the proposed add a high-lighton back light shaping the long hair of Thainara.





MOVI SET


Follow the draft of the layout of the acrylics desing. 







DIGITAL FILM - ELZA
H&S CIRCLE – 30’’






CONCEPT DEVELOPMENT










PHOTOGRAPHY
AND ACTION
REFERENCE






The proposal is for it to be a “glam” show with the three celebrities singing and having fun at on SET 360º.

To have the 360º it will be solved with the 180º rotation of the camera and 360º of the SET in a big platform of radius of 5mts.

So by manipulating the light, we will have the whole feeling of spinning in one direction covering all the action on the stage and Acting of celebrities valuing hair-shots.








We will follow the art direction with the proposed create a atmosphere of TV Shows of 70’s












ONCEPT DEVELOPMEN



Draft of SET 360º.



CAMERA MOVEMENT










MOOD

A few images of the all projects of the moods: Photography, Action, Attitude, Hair, Styling.


PRODUCT

A few images of the all projects of the moods: Holding the product



HAIR SHOT


A few reference of Hair-Shot quality.











           Thank you!!! ;)



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