Pantene Combo

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Testimonial & Flowers

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O B J E C T I V E SThe overriding objective we need to address for PANTENE Testimonial is that, Pantene Provitamin Moisture Therapy not only moistures the hair but also adds strength to your hair.

Although the direction of the script is very demonstrative, we need to ensure that the film remains, stylish, gentle and cosmetic.

As always, the proof of Pantene lies in movement and shine and extremely dramatic hair shots.

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PRODUCTION OBJECTIVES

For TESTIMONIAL we would be going all out to capture the “naturalness” of our star. As she talks and twirls around in bed, she would only be believable if she looked like herself and not like she was acting. What the audience need to feel is that they are having an intimate conversation with our Playful Goddess

We would also design intresting cutaways that will help in the editing stage of this board.

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ACTION & ATTITUDE

The Pantene Goddess action remains, elegant, slow and graceful. She is not in a hurry. She is never posing, she enjoys being confident and the feeling of having great hair. She is approachable and never snobbish. Perhaps she could even be a little cheeky; the kind of self-possessed cheek that comes with confidences in looking and feeling good.

If it seems natural in the moment, she can make eye contact with the camera, connecting with the audience.

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WARDROBE DIRECTION

TESTIMONIAL - white, a little cheeky but not restrictive. As she will be at “home” I’m suggesting something a little bit more “comfortable” that would give our Playful Goddess enough cover with out obstructing her movement. Still remaining STYLIST and sexy.

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To enhance ‘hair shine’, almost all hair shots would be filmed in extreme slow motion (100 Frames per second)

HAIR PHOTOGRAPHY

As we will be trying to capture naturalness for this spot, the hair shots would be designed to work in a natural setting.

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H A I R S H O T SWe would design the following specific hair shots.

2 x specific ‘Wow’ hair shots.- After application of product- Hair in a Big spin

1 x demo hair shots-Star pulling at her own

hair.

The hair shots illustrated here are not firm or final recommendations. They simply illustrate DIRECTION ONLY. The final shots will be designed and discussed at pre-production.

1 x signature shot. Invariably the end shot,

which, while including the ‘wow’ elements’

concentrates as much on the character of the girl.

Allowing her to make contact with the camera, either through literal eye contact or through close

framing.

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PRODUCT & DEMO SEQUENCE

Pack shot for TESTIMONIAL would be shot on location making the product sit better into the final finish TVC.

To maintain the humanity and interest of this demo sequence we feel the girl should actually react to the demo, using her eyes to react to the process, even touching her hair.

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SET DESIGN - LOOK & FEEL

Natural light floods the spaces, while open walls draw you into the sea.

It is an uplifting perspective, proof of simplicity's power, and the chic appeal of understatement.

Design theme will be maintained through the props and selection of color

Urban energy paired with cool escapism

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POSSIBLE LOCATION 1 - Pangkor laut

* Actual location pictures

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POSSIBLE LOCATION 2 - Tangjung Rhu

* Actual location pictures

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O B J E C T I V E SO B J E C T I V E S

The basic script objective would be to fully demonstrate Pantene Provitamin Moisture Therapy ability to provide 50% more moistening to strengthen the hair from within, to protect it against external factors.

This means the production needs to make clear how hair is similar to a flower as its needs moisture to be strong.

While at the same time delivering spectacular hair photography.

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PRODUCTION OBJECTIVESPRODUCTION OBJECTIVES

Here we would have to ensure that we lay out the story in a clear concise way that explains the need off Hair to be moisturized from inside out to give it strength against everyday elements like the sun, dry weather and pollution.

The use of a flower is a great analogy to demonstrate the above. What we need to do from a production point is to keep the whole flower sequence looking natural (everything in camera) that way the effects will not in anyway over shadow the communication objective.

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ACTION & ATTITUDEACTION & ATTITUDE

The girl should always retain the attributes of the Pantene Goddess she should have straight long hair, mid back in length. As dark as possible.

Tall and very slim.Some acting ability is required so when casting is being done I would highly recommend that the casting director puts the talents through some “emotional” expressions to see the extend of her “acting” ability.

However should we being using a famous personality. I’m sure we would not need to be concerned about this.

She should have a lively intelligence (as opposed to a serious/studious look) which is easily communicated to the camera.

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WARDROBE - WARDROBE - directiondirection

Staying with the direction of STRONGEST LINK - the wardrobe for FLOWER should also be Light flowing fabrics in a bright summer style, something that will bounce well and make interesting shapes as it does. Clean shoulders so as not to obstruct hair.

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H A I R S H O T SH A I R S H O T SWe would design the following specific hair shots.

2 x specific ‘Wow’ hair.- After application of product to show product benefit.- Hair celebration shot.

1 x demo hair shotsTalent tightening her hair

to show strength.

1 x signature shot. For the end signature shot I would like to use elements from the TVC to tight in the final message and the element that i would use would be the flowers. Some what as in the shot below.

We just finish shooting a spot for China and we shot hair at 300fPS and the result were “beautiful” should budgets permit I would also like to do the same for this spot.

*Hair test day. We would recommend a hair test day shot on video with either the real actress if available or a stand-in. This would

save expensive time on ‘proper’ shooting days and allow us to fine

tune the key hair shots.

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FLOWER & PRODUCT DEMO FLOWER & PRODUCT DEMO SEQUENCESEQUENCE

With the complex product sequence again I will have to speak to the post production guys and look for the best option of keeping things in camera rather then 3D

For the flower sequence I want to keep as much of it as possible in-camera. I’m suggesting a time-lapse shot of both the flower and also the background.

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SET DESIGN - LOOK & FEELSET DESIGN - LOOK & FEEL

Creating a Mediterranean garden will be a bit of a task but with these references that I have attached I’m pretty sure it will makes a great starting point.

*please note that these pictures are

for reference purpose only.

Sublime panorama bathed in sun

Health & Medicine

Pantene Combo