EMMA Z

Approaching these tabletop vignettes with a sleek cinematic sensibility, Nexxus products will take center stage throughout – creating gorgeous, tactile moments that are perfectly stylized and beautifully lit, with a dynamic pace that moves between slow motion shots, and more adventurous, fast-paced moments.

Think BIG, EPIC CLOSEUPS of our product, and SHINY, GORGEOUS HAIR in all its glory. Taking our time to sensually trace the curves of the bottle, like a SUMPTUOUS SILHOUETTE, creating a visceral, slow-burning elegance. Fingers running the LUXURIOUS TREATMENT through LONG, SILKY STRANDS. A beam of light shining artfully on the bottle, framing it in a BEAUTIFUL GLOW. Flawless hair BOUNCING beautifully as it reflects a glimmer of LIGHT. Liquids CASCADING from the green bottle, dripping in slow motion like SWEET, DECADENT HONEY. These are the beautiful moments we can truly luxuriate in, creating stunning visuals that pop off the screen.

Finding the perfect actors that truly embody the innate absurdity of these characters will be the magic sauce to unlocking the comedy of this spot. And since our cast of oddball heroes never actually speak, it’s crucial that we understand EXACTLY who they are from the second we lay eyes on them.

The key is finding people who are intrinsically hilarious without uttering a single word. True personalities who are unabashedly themselves. Folks who have an instantaneous visual impact and leave a lasting impression. Actors who, from the second they walk into casting, simply ARE these characters. Something about them demands attention from the get-go, and we’ll be dying to see more.

It’s also super important that we hire actors with sharp comedic instincts, who truly understand the humor of the spot. This way, every single micro-expression and reaction will have a clear motivation, creating a spirited, hilarious performance. We can also give them some room to play, allowing them to become our collaborators in the process, and giving us funny edit room fodder we never could have scripted.

CONFIDENT. PLAYFUL. BOLD.

That’s the vibe we’re after. From our bold travelers, to our epic cinematography, to our imaginative styling & art direction – every aspect of our film OOZES with the innate sense of confidence RBC inspires.

While our visual style is as high-end & luxe as a premium fashion film, we want to make sure we’re still representing the everyday traveler – highlighting ordinary people, not eccentric fashionistas. That’s part of the humor of our film. It’s more of a clever wink than an in-your-face LOL – that playful contrast between the EPIC visuals, our travelers, and the quirky nuances of their traveling habits.

It’s also important to note that while our heroes are inherently cheeky and spirited, we are NEVER making fun of them – the humor is born from the way they are confidently themselves in ANY setting or circumstance, no matter what they’re wearing or where they are headed.

It all begins with nailing the unique tone of the KFC UNIVERSE. Building upon our last campaign, let’s dream up a BOLD VISUAL WORLD that OOZES with energy and excitement at every turn. It’s reality, but turned up a notch. It’s playful and exciting, and it pushes the elevated realism in an intentional, curated direction.

Needless to say, we’d be honored to bring another piece of KFC history to life – embracing the innovative visual style you’ve so expertly created, creating a camera language that keeps our audience on their toes, and, most importantly – showing off KFC’s latest menu additions to the world with IRRESISTIBLE FOOD SHOTS. YUM.

IMAGINE A WORLD WHERE…

Indulgence is fiercely celebrated. Where women feel free to be totally themselves, owning their unique power & never apologizing for it. Imagine a world where cravings are met with a sense of wonder, rather than judgment. Where Boston Cream Pie is part of a sacred daily ritual, and the pleasure of flavor reigns supreme. Thanks to Light + Fit’s ‘Fierce Flavors,’ this bold world is within reach – and I couldn’t be more inspired to bring it to life!

Through the journey of our fearless heroine, we have the opportunity to create a cinematic universe all our own – celebrating feminine power, and the satisfaction that only comes with knowing exactly what you want… And getting it. Armed with a distinct point of view & undeniable confidence, we’re turning the idea of “diet culture” on its head, unlocking a new perspective & proving that making healthy choices can be FUN. Pleasurable. Powerful.

I love the idea that our heroes are envisioning themselves – their lives, their hobbies, their actions – through the singular lens of their very own eyes, creating a potent visual metaphor. So it’s imperative the audience clearly understands that the image within the iris is a “window” into their lives – not a reflection of what they’re looking at.

Placing the image into the iris versus the pupil will create this sense of the “window” we’re after. Simplicity is key here, so we’ll stay away from making the iris too dream-like, ensuring that the image within the eye is crystal clear – just like our heroes’ vision.

When you look at a closeup of an iris, it actually looks like a watercolor, with a variety of colors melted into one another. It’s beautiful. Artfully blending the “window” into the iris would be an organic way to portray these slices of life – having the colors melt away slightly, and using that as our transition point to build the “window.” Testing will be helpful in determining the final transitions.

WE’VE ALL BEEN THERE.

I know I have. At the beginning of a project, there’s an innate sense of giddiness. Wonder. The acute excitement that comes with letting your imagination run wild with the vision of transforming your space. You’re full of inspiration, and the options seem endless. And while this is inherently exciting… It can also be overwhelming.

Luckily, Sherwin Williams is here to hold our hands through each phase of the process. Nurturing our creativity, and injecting every step along the way with an effortless sense of magic. So every single filmic choice we make – from production design, to casting, to camera – should be in service of this feeling, leaving us with an undeniable sense of joy, and a total…