This was not initially Suzene's project. A desperate call of help came from London for Singapore to remedy what took forever to get approved. The idea of 'Freedom to Style' was bought for the anti-hairfall campaign but the execution didn't move an inch after 70 different layouts were presented. The model was already shot and the layout was in limbo. Sunsilk just revamped their brand identity and instead being posh and posed, it is now all about spontaneity, naturalness and vibrancy.
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| These are some of the 70 odd layouts that were presented to the clients. They did not adhere to the new brand identity. Though, we got it with a snap of the fingers. Rocket science, not. |
What was most challenging of this rescue mission was not the layout. London hired quite an incapable photographer to shoot the model for a hair ad. As much as the brand identity said it should be natural, the hair was atrocious on the chosen shots. It was impossible for us to clean it up. Lighting and colors are dull and unflattering too. All in all, it was not answering to the brand look.
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| This is the other shot for the non-conservative markets. |
The retouch was major. The model was shaved, re-madeup, we had to shoot proper natural hair separately for her. We had to change the lighting and the color of her outfit. This rescue mission was like a total reshoot but I think we managed to make it look pretty awesome considering what we had to work with. Who would have known our grief considering what the end result looks pretty natural.
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