ETAM, the Spanish lingerie model, just lately launched the “Free from Labels” marketing campaign: a manifesto that incites all ladies to free themselves from the pressures of unrealistic magnificence requirements imposed by the style world.
The protagonists of the promoting marketing campaign are 4 very totally different ladies: the acclaimed actress Blanca Suarez and quite a lot of ladies representing totally different ages and backgrounds. Every performs a typical day by day ritual: they have a look at their picture within the mirror, however as an alternative of scrutinizing their our bodies with perplexity on their faces, it’s doable to discern a sense of appreciation and satisfaction of their reflection. And that is the aspect that unites them.
Director Pablo F. Garvía and DP Ignacio Barreto Gutiérrez take us behind the marketing campaign, discussing the unrealistic very best of the proper physique that looms over ladies in the present day and the way they formed this idea into photographs utilizing the Blackmagic Pocket Cinema Digital camera 6K.
Picture Credit score: Rossana Diodato
Produced in Madrid, Ignacio explains that the script concerned capturing the business’s 4 protagonists on any given day of their respective bedrooms.
“I do not forget that one house was positioned on the fourth ground with no elevator entry and a balcony measuring lower than half a metre huge. The restricted area obtainable posed an enormous logistical problem, so we shot every part hand-held. That’s the place our selection of the digital camera got here into its personal, affording us a larger vary of motion regardless of the shortage of area and led to a much less intrusive method,” he says.
“For the shoot, we selected Sigma Cine 18-35 T2 zoom since they shorten the gap and create a extra intimate environment. We needed the viewer to empathise with the ladies once they have a look at themselves within the mirror and settle for their our bodies as in the event that they had been there with them,” Ignacio continues.
White mild was a key aspect all through your entire shoot, in accordance with Ignacio. “We needed to create a comfortable and subtle environment and provides a sense of acceptance. All of the shoots occurred indoors with pure mild coming in from the home windows of the bedrooms. I rated the digital camera natively at 400 ISO, underexposing by 1 cease to attain the appropriate stability of element within the shadows and good distinction ranges elsewhere within the photographs.”
Picture Credit score: Rossana Diodato
“Uncovered to all method of idealized physique varieties, the aim of this marketing campaign was to deal with these stereotypes and make ladies really feel happier in their very own pores and skin,” explains Ignacio. “We took 4 very totally different ladies as a part of this and needed to breed what makes every of them distinctive. That required correct pores and skin tone and coloration illustration that was genuine but cinematic, whereas nonetheless retaining the fragile particulars and finishes of the lingerie they modelled.
Having a number of resolutions and body charges at one’s disposal is essential within the promoting business, the place the watchword is to adapt to the ever evolving ecosystem of social media platforms. “We acquired in 4K UHD at 50fps utilizing ProRes HQ, finishing the edit and grade in DaVinci Resolve,” says Pablo.
“Having captured photographs able to creating empathy, our aim within the edit was to create an aesthetic developed round heat tones and an nearly ethereal environment that bolstered the broader message of the marketing campaign,” Pablo continues.
Picture Credit score: Rossana Diodato
The “Free from Labels” marketing campaign was broadcast in all of ETAM’s shops to remind ladies to interrupt the mould, do away with labels, and really feel comfy of their pores and skin.
“The Blackmagic Pocket Cinema Digital camera 6K has helped us to carve a transferring but defiant marketing campaign with an incredible imagery and a lot of inventive angles. Additionally, we’re happy with having created visuals in a position to provide a unique method at perceiving ladies’s magnificence,” the director and cinematographers conclude.
[source: Blackmagic Design]