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ETAM, the Spanish lingerie model, not too long ago launched the “Free from Labels” marketing campaign: a manifesto that incites all girls 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 girls: the acclaimed actress Blanca Suarez and a wide range of girls representing totally different ages and backgrounds. Every performs a typical each 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 attainable to discern a sense of appreciation and satisfaction of their reflection. And that is the factor that unites them.
Director Pablo F. Garvía and DP Ignacio Barreto Gutiérrez take us behind the marketing campaign, discussing the unrealistic best of the proper physique that looms over girls at this time 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 industrial’s 4 protagonists on any given day of their respective bedrooms.
“I keep in mind that one condo was positioned on the fourth ground with no elevator entry and a balcony measuring lower than half a metre huge. The restricted house obtainable posed an enormous logistical problem, so we shot every little thing hand-held. That’s the place our alternative of the digicam got here into its personal, affording us a larger vary of motion regardless of the shortage of house 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 ambiance. We needed the viewer to empathise with the ladies after 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 factor all through the complete shoot, in accordance with Ignacio. “We needed to create a smooth and subtle ambiance 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 digicam natively at 400 ISO, underexposing by 1 cease to realize the precise steadiness 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 girls really feel happier in their very own pores and skin,” explains Ignacio. “We took 4 very totally different girls as a part of this and needed to breed what makes every of them distinctive. That required correct pores and skin tone and shade 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 trade, 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 objective within the edit was to create an aesthetic developed round heat tones and an virtually ethereal ambiance 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 girls 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 shifting but defiant marketing campaign with an incredible imagery and a variety of inventive angles. Additionally, we’re pleased with having created visuals capable of supply a distinct method at perceiving girls’s magnificence,” the director and cinematographers conclude.
[source: Blackmagic Design]
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