FASHION+BEAUTY

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.

I never go anywhere without a Tinted Lip Balm in my bag, so let’s just say this creative is pushing all the right buttons for me. It’s fun, it’s fresh, and it’s the perfect reminder that a hint of tint or a swipe of shimmer is all you need to feel a little “extra.” I know it always works for me!

Lip product love aside, I live and breathe this playfully graphic style, and my goal with this campaign is to take the look a little further in that direction. With dynamic transitions, playful motion design, and personality-filled performances, we’ll create eye-catching spots that feel 100% ownable for Burt’s Bees—all while pushing the brand identity in fun new ways. 

Let’s get a whole new crowd hyped on this cult favorite!

Here’s what I’m thinking…

Bold. Empowering. Stylized, but with real heart and soul.

Our heroines are making a statement not by being stereotypical divas or runway models, but simply by taking their best selves out into world. And the power comes from the fact that they’re defining “flawless” in their own way. Similarly, our spots should make everyday scenes feel beautiful and anthemic. Like the energy and presence of our characters is making us see the world through new eyes.

To pull this off, we’ll really need to nail the tone. As you mentioned on the call, this could easily veer into camp if our heroines feel too over the top. That’s why we need to make sure that our representation of glamour feels unique, and highly specific to our characters. The casting, the wardrobe, the way our characters interact with their environment…it all needs to be perfectly dialed in so it feels real. Not like a fashion editorial, but like an ordinary moment playing out with an extraordinary character whose bold style stands in contrast to her surroundings.

That said, there IS definitely something a bit magical happening here, because we’re seeing the Flawless world—the color, the branding—peek into our normal world. But I’m seeing this less as a fantasy element and more of a metaphor for how the Flawless products make you feel. When you’re really feeling yourself, doesn’t the world feel brighter, more full of magic and possibility? It’s like everything just falls into your lap. That’s the feeling I want to convey. That our character is giving her Flawless self to the world, and the world is giving it right back to her!

I can’t wait to play up Gen Z’s fashion here, especially when it comes to their graphic sense of color and texture. We already have a great color palette to work with, so let’s lean in with high-gloss pastels — nude-pink, peach-orange and darker orange punctuated with neon yellows and greens. We can really make these pop using texture. I’m imagining buttery or patent leathers or possibly translucent, tailored vinyls. We could also have fun with some shimmering, Y2K-inspired pieces mixed in with unexpected accents like marabou or knit. Let’s get bold with hair color and accessories. Glam, chunky sunglasses, showy metallic earrings, monochromatic platforms, wild braids!

I grew up in New Hampshire so, by default, all of my heroes came from Boston sports teams: Wade Boggs on the Red Sox, Larry Bird on the Celtics, Ray Bourque on the Bruins, Doug Flutie on the Pats. When I played street hockey, I would be these dudes. When I dressed up for Halloween, I would be these dudes. When I put posters on my wall, they would be these dudes. I had role models that were all men because strong, powerful women were not visible at that time. The damaging effects of not having empowered women visible to young girls is truly detrimental. I think of how different my life could have been if there were commercials on TV that featured strong, confident women like Alex Morgan and Abby Wambach. I am so excited that Secret is creating these two campaigns and would love to be part of the creative process.

WE WANT THIS CAMPAIGN TO SHAKE THINGS UP, CREATE A DISRUPTION. 

But we want to do that with sophistication, playfulness and real creativity. To me this means we don’t reinvent the wheel or get extra fancy in our camera moves and approach. Instead, we make smart, stylish choices that are immediately eye-catching, and razor-sharp in their tone and feel. BREAK UP WITH BOTOX is irreverent and cheeky as a concept.

 Elevated and stylish in our visual approach — not garish, ‘extra’, or over the top. Glossy with some polish & finish in our camerawork & framing — but always with depth, purpose and nuance. A ‘ashion feel to the images and wardrobe, but with warmth and real human connection. And always grounded with, and in, our humor. These spots should feel compelling and draw us in because of their rich color palette and poppy sensibility, but never go so far as to feel fake, like we’re on a set. We want contemporary and slightly edgy — mulberries, greeny-teals, mustard golds. And we also want to cast with an eye to actors who can carry a spot solo. To me, and for this campaign, that looks like true LEADS, individuals who are unique, self-aware, intelligent, layered, and who exude a playful sense of humor. Above all, the tone of our spots should be mature, but fun, contemporary and a bit irreverent. We tell pithy stories well, with a bit of a wink — Daxxy knows it’s better than Botox, so let’s bring some of that swagger and ruffle some feathers!

Usually I would jump right into my vision for the spots, but I want to take a second to discuss the ‘climax’ of the whole campaign — The Moment.

I want to split up the ‘moment’ into two pieces for all 4 spots: 1 - “this is the moment I say…” sets the stage, breaking the fourth wall and focusing the moment so we lean in and connect with the protagonist; and 2 - the second half of the Moment dialogue, where the real sass and attitude comes out to play. It’s in this half that the character will serve us a small, NOT over-the-top, but tongue-in-cheek and perfectly self-possessed pose. Part 1 set the stage, part 2 shows us they know what they’re doing — which makes us like them. 

We PUNCTUATE this second half with a slight, sleek camera move — a slide in one direction to accentuate their pose, or a faster ‘pull wide’ to reveal the whole look and give it that little extra OOMPH, without going over the top. It will feel classy, tasteful, and most of all, stylish. Plus, it allows us to grab ANOTHER ANGLE of the clothes, by virtue of the actor’s shifting pose, and the camera adjusting and complementing them. Whether we opt for the ‘smaller’ move or a larger ‘pull wide’, what I want to achieve is a 1-2 hit: a setup, and a payoff, where the clothes and the character really hit the MIC DROP.

Real love isn’t an abstract idea.

It’s an action. A purpose. Something built day by day, moment by moment. And even after the newness fades, what remains is something even more profound – a shared history that only grows deeper and richer with time.

This script is a beautiful celebration of the enduring power of love. Not an idealized notion of love, but an authentic love between two people whose real-life romance has been part of making Eternity the iconic fragrance it has become. I’m intimately familiar with the CK brand and their renewed ethos, and I love that this film is pushing it in a fresh, more humanistic direction. It feels like a return to form in a way, as if we’re taking the lush, poetic imagery of of some of the more loose and reportage Eternity films of the mid 90s and invigorating it with a modern sensibility.

My personal filmmaking and photography has long focused on these themes of love, intimacy and relationships, so I’m excited to continue to explore those ideas in this film. Using Christy and Ed’s real-life love story to breathe new life into our concept, we’ll build a gorgeous visual poem out of genuine moments of intimacy and connection. Description goes here

Reality, enhanced. That’s the goal here. While these films rely on the ‘wow’ factor of the visual tricks, the important thing is to not overplay them. We want to make the effects feel relatable. Almost normal, as if our heroine has simply been swept away by the magic of this shopping experience. And if it can happen to her, it can happen to any of us! So, while we’ll elevate our visuals with some surreal, dreamy touches that make the ordinary appear extraordinary, we’ll always make sure it feels believable.

To get this feeling across, we’ll keep the lighting natural and soft. It should feel as if sunlight is filling the space, lending it a beautifully cinematic look and creating an optimistic mood overall. Our daylight will shine through windows at a strategic angle, casting a luminous shape onto the background that is similar to the diagonal bar at the end of the films. Meanwhile, we’ll keep our actress in the soft part of the light—not in the direct sun. This will ensure that we have a soft look overall while still highlighting the action in our main scene.Description goes here

Our girls are having a serious glow-up evening-fashion moment and we are here for it! They’re mixing dyed furs with cropped tanks and roomy jeans. They’re wearing oversized button-ups over skin tight leather minis and knee-high boots. They’re getting playful with proportions, textures, patterns and accessories — all while eating fries and chicken wings! I'm living for this mix of high and low.

For NEPHEW’S WARDROBE, we will use his look to help differentiate his forward-thinking fashion from his uncle's. He goes out on a limb to push style without losing his “Brooklyn Pass.” He carries himself with confidence, and others respect it. For UNC, this mythical dude keeps his wardrobe fresh for someone who is always brushing hair off of it. He still adheres to the strict “Your kick’s colors match your outfit” philosophy that has been long gone for the younger generation. But on Unc, it’s OG cool, and everyone’s here for it.

The fashion moment is the literal showstopper of these spots. When the two Jennifers meet, the world literally shifts on its axis, and nothing else matters in the entire world. I want our audience to feel equally rocked by this moment as if they were experiencing this personal déjà vu for themselves and admire the fashion with the same intensity as our Jennifers.

And while the moment itself is magically serendipitous, I want the look of the encounter to feel totally natural, as if two Jennifers really did exist. For the effect in each spot, I'll use a combination of practical and VFX techniques to accomplish this visual sleight-of-hand.

We begin with Jennifers. The timing of each Jennifers' reactions also has to be in perfect sync. I'll employ a movement coach or choreographer to both design and time out these reactions and movements so that Jennifer is aware of how it plays off her “other” self and how it relates to the camera.

To avoid photo doubles, we will shoot both Jennifers separately with plates and motion control, keeping a cohesive eye line. This ensures that the camera movements for the plates are identical. In these shots, we'll keep background movement to a minimum. The lighting cues will be timed to the camera movements to keep everything in sync. We'll then stitch these two scenes together so the end result is seamless. We will make sure our friends from Method are collaborating with us during prep and the shoot itself to ensure a smooth process. We have a lot to accomplish in fifteen seconds, and I'm here to make sure it goes off without a hitch. Treating these spots like they are their very own mini-movies, following a three-act structure, will help me (and the rest of the team) follow the length of each beat.