ETAM “Free from Labels” Marketing campaign Totally Shot on the Pocket 6K

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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 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 every day ritual: they take a look at their picture within the mirror, however as a substitute of scrutinizing their our bodies with perplexity on their faces, it’s potential 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 splendid of the right physique that looms over ladies in the present day and the way they formed this idea into photographs utilizing the Blackmagic Pocket Cinema Digicam 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 do not forget that one residence was positioned on the fourth ground with no elevator entry and a balcony measuring lower than half a metre huge. The restricted area out there 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 better 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 after they take a look at themselves within the mirror and settle for their our bodies as in the event that they have been there with them,” Ignacio continues.
White gentle was a key factor all through your complete shoot, in line with Ignacio. “We needed to create a mushy and subtle environment and provides a sense of acceptance. All of the shoots occurred indoors with pure gentle coming in from the home windows of the bedrooms. I rated the digicam natively at 400 ISO, underexposing by 1 cease to attain the fitting 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 sorts, the aim of this marketing campaign was to handle 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 colour 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 strengthened 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, eliminate labels, and really feel snug of their pores and skin.
“The Blackmagic Pocket Cinema Digicam 6K has helped us to carve a shifting but defiant marketing campaign with a tremendous imagery and quite a lot of artistic angles. Additionally, we’re happy with having created visuals in a position to supply a special method at perceiving ladies’s magnificence,” the director and cinematographers conclude.
[source: Blackmagic Design]

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