JOHANNA SUTHERLAND

The Mini Cooper may be renowned for its compact design, but once you’re inside the Countryman, you have all the space you need to drive, daydream and enjoy the ride. With that in mind, we’ll make sure that every glimpse of the car evokes this sense of openness. We’ll see the ample headspace and leg room. The spacious, comfortable seats. The generous cargo space. We may see the driver’s fingers tapping a beat on the steering wheel or paddle shifters. Or maybe we’ll see her shift driving modes as her energy mounts and the spirit of the song takes over. Whether we’re seeing our heroine in the driver’s seat or outside the car grabbing her gear from the trunk, we’ll subtly show how the car is giving her the space to stretch out, think freely and just drive, drive, drive.

With a story of this emotional depth, we need more than just running footage of the car. We need less traditional coverage, with stunning cinematic framing. The kind of shots that reveal as much about the character, her environment and her vibrant inner life as they do about the vehicle itself. With that in mind, we’ll incorporate the car’s features into the story organically, finding interesting ways to show off the car while also emphasizing the emptiness of the city around it. We might see the sleek body reflected in the window of a storefront as the Mini Cooper drives by. Or maybe we’ll see from the top down, looking down onto the empty street as we glimpse the car’s elegant silhouette from overhead. Whatever we’re showing, we’ll be meticulous with the framing so we can make the most of our dramatic setting and include revealing details of the car along the way.

Construction Worker 1, Juan, 30: Juan has the physique of a bouncer and the heart of a sensitive poet who is also into astrology. The other guys on the crew make fun of him for believing in that “wizard” stuff, but would you look at this? As soon as Mercury went retrograde Mikey drilled a little too close to the water main and turned the flippin’ cul-de-sac into Yellowstone National Park. Ay, Dios mio. He tried to warn him, but these Mars types just don’t listen to reason.

Luckily, Juan is always thinking ahead, so he came to work today with a full bag of avocados from Mexico (he’s a Scorpio sun with a Cancer rising, so he’s intuitive and generous). And while they may not always be graceful with the jackhammer, whipping up some tacos on the fly is no problemo for this team.

Construction Worker 2, Mikey, 24: Poor Mikey, he tries, he really does. But he’s starting to think that he isn’t cut out for this manual labor stuff. Maybe he should work in computers? Or go back to school for marine biology so he can train dolphins to shoot laser guns or whatever? That would be tight. Way tighter than standing on this porch waiting for some lady to call his supervisor and get him in trouble again. Ugh.

It’s moments like this where he’s actually grateful for his foreman Juan’s mentorship (even though he’s always talking about weird stuff like “Saturn returns”). Actually, Juan just gave him a pep talk, so now Mikey’s thinking maybe he’ll stick around this job for a bit. At least until they let him drive the forklift.

I didn’t just watch Big Brother…I lived it.

I was the youngest of seven in a big Irish family, so let’s just say that playing war games with 12 strangers in a tarted-up IKEA house would have been a bloody VACATION for Little Me. Having my every move narrated in Marcus’ cute Geordie accent? Amazing. Heaven. Definitely less incriminating than having your dad shout “Bono’s here!” every time you roll up to the dinner table from age 12 to 35 (I wore a leather jacket one time! ONE!).

Which is just to say Big Brother is straight up mad, but it’s mad in a way that I deeply understand. Because behind all the games and antics, it’s a very real testament to how dramatic and strange real people can seem when you really take a close look. And the beauty of this campaign is that it takes what we love about Big Brother and lets us see ourselves through that lens, in all our eccentric glory. No apologies. No affectations. Just people doing the same weird shit we all do. And being celebrated for it, instead of shamed like poor lil’ leatherman over here.

Pretty brilliant setup if you ask me. I think the key is to lean into the quiet quirkiness of it all, so that these moments play out like genuine slice of life scenes. Because the more real and restrained they feel, the funnier it’ll be to see them play out under the watchful eye (and voice) of Big Brother himself.

Now let’s talk strategy.

There are some delicate issues at the heart of this script, so we must all maintain an open dialogue throughout the process. Trans women have been far more visible in pop culture in recent years. And while it’s great that people are joining the conversation, it also means that women in the community are especially wary of being exploited. I’ve worked extensively with the LGBT community, so I’m sensitive to these issues and will do everything I can to facilitate real, honest communication every step of the way.

Unlocking the emotion at the heart of this story is all about accurately representing our character, honoring her real-life journey, and filling her world with rich details that are true to her experience. We’ll definitely make sure we go into the shoot with a solid story foundation, but we also want to give ourselves some room to subtly tweak the story based on the real experiences of our lead. Maybe she has a signature look that makes her feel instantly beautiful and confident, or maybe there’s an element to her social media coming out story that we could incorporate. Whatever we discover through our conversations, we’ll be sure to give her room to make the role her own.

For the reasons I’ve described, I think iconic 70s cinema is a great reference point for this. It’s nostalgic, cool, and perfectly complements Dillon’s “mysterious hero” character. Plus, it feels

feels like a natural evolution of past campaigns—still in a similarly cinematic register, but elevated in a way that makes sense for a big launch like this one.

So, think warm color palette and rich skin tones, but with a modern crispness that keeps our stories current (and keeps the product looking great). The edit and composition will play into our 70s look, too, with key closeups that establish our hero and his adversarial relationship with Regular Beer (think 70s Western movie face-offs).

To achieve this cinematic look, we’ll pair some classic vintage lenses like the highly coveted Canon K35’s or the Arri Super-speeds with the Sony Venice II or Arri Alexa LF. These are great for creating warmth without taking things into “period piece” territory.

Every medical journey is unique, but no matter what kind of health struggle we may be facing, one thing is certain—no one goes through it alone. Recovery isn’t a solitary pursuit, after all. It’s a team effort. It’s the doctors and nurses. The x-ray techs. The physical therapist who always has your back, or even the receptionist who greets you with a smile just when you need it. This collaborative philosophy is the heart and soul of Beaumont Health. With these spots, we’re going to channel this tenacious, never-say-quit team spirit into every frame, showing people that wherever you are on your recovery journey, Beaumont is behind you all the way.

We want to bring out a humanity seldom seen in the medical space, and that means subtly integrating Beaumont’s cutting-edge technologies into the spots without distracting from our character’s stories. Whether it’s an artificial limb, a state of the art x-ray machine or a rehabilitation robot, we’ll incorporate the hospital technologies in a way that is organic to each story, nodding to Beaumont’s forward-thinking philosophy while still keeping the patients front and center.

First thing’s first: we have to find the perfect young woman to build our story around. Authenticity is key, so we have to find someone who is still going through their transition. Ideally she’s at the beginning of her journey, just like the character in our script. Once we have a face to put to this story, we can start to delve a little deeper into who she is. Where is she in her transition? Has she started hormone therapy, or is she only just beginning to explore her new identity? Do her friends and loved ones know about her transition, or will this film be a coming out for her, too? By getting to know her beforehand, we can tailor the narrative around her story and make it feel that much more honest.

Of course, a potential challenge is that many people don’t want to be photographed too early into their transition. It’s an especially vulnerable time when the way you look on the outside doesn’t yet reflect who you are on the inside, especially in a world where “passing” is often a matter of life or death. That’s what makes this film so brave, though. It doesn’t flinch from portraying this little seen phase of the journey, and our thorough casting process is sure to uncover some courageous souls whose commitment to trans representation eclipses any fear they have. And whoever we find, we’ll use every tool at our disposal to make sure she looks and feels like the strong, beautiful woman she is.

First off, thank you for thinking of me for this project. It’s an inspiring tribute to team spirit, and a beautiful reminder that the thrill the game isn’t just about what happens on the field. It’s about the community that mobilizes around sports—especially in a city like LA.

Los Angeles is a place you could live your whole life in and never know it fully. I feel like my experience of LA is still one of constant discovery, and this feeling was nurtured in me early on. Back when I was a kid, I lived with my grandpa in Compton. He used to own properties out here, and I’d travel around with him when he went on his maintenance runs. From South Central to East Hollywood to Simi Valley to Redondo Beach…we went all over. It was such an amazing way to see different layers of the city, and one thing I came to realize is that even when the geography changed, there was an essential “LA-ness” that permeated every part of it. So even though each place had its own vibe, it always felt distinctly LA at the same time.

For me, this anthem film is a celebration of this essential spirit and character of Los Angeles. It’s always evolving, but at the same time, it only becomes more itself. Uniquely diverse, unpretentious, fiercely unapologetic. A city that constantly reinvents tradition, honoring its history while being unafraid to turn it into something new. A city that once you’re a part of, will always be home to you—just like it’s home to the Rams once again. It’s pretty amazing how our city has embraced the Rams after all this time, but that’s LA for you. Once you’re one of us, you’re family for life. And this film is an ode to the Rams’ extended family. One that transcends class, ethnicity, subcultures, and zip codes as they unite for the love of the game.

Flawless is a feeling.

I’ve felt it, you’ve felt it…we’ve all had those experiences when we feel like the fiercest, most glamorous version of ourselves. Maybe it’s when we’re all made up—the perfect cat eye/red lip/sexy-as-hell “going out” outfit. Or maybe it’s when we’re rocking a look we know only we could pull off. Thrift store glam, rockabilly-meets-raver, sneakers with a sequined gown…whatever it is, the details don’t matter so much as the attitude. Because really, it doesn’t matter what version of “flawlessness” we’re embodying from moment to moment. My Flawless is different from yours, and my ideal is always changing depending on my mood. That’s the beauty of it! We all have our own style, our own personality, our own idea of what it means to be in full possession of our feminine power.

That’s what struck me about this creative. Sure, we’re showing how Flawless products help people show their most stunning face to the world. But even more importantly, we’re celebrating how wonderfully unique our own ideas about beauty can be. In our Flawless world, perfection is personal…it’s whatever makes YOU feel like a beautiful, unstoppable force. And these products can help bring on that confidence, so that you can let the most glamorous “you” shine through.

This is such a powerful message, and our films need to convey it with style and swagger. This is our opportunity to make a statement, and to create a vibrant world that feels soulful, unique, and 100% ownable for the Flawless brand.

So let’s go big and show the world what “Flawlessness” is really about.

Obviously, there will be no shortage of photogenic locales in Las Vegas. It’s a one-of-a-kind place, full of natural beauty, quirky kitsch, high-end luxury and pretty much every type of fun you can imagine. The locations in the boards are a great jumping off point, and we’ll look for versions of those places that offer us the most visual opportunities. Whether we’re in chic restaurants, cool clubs, sparkling pools or majestic desert landscapes, every location will embody a different side of the city—the glamorous side, the edgy side, the indulgent side, and yes, even the peaceful side. And in every location, we’ll find unique ways to show it so that the energy of each place comes through.

Of course, we’ll also keep an open mind, scouting for locations that feel a bit off the beaten path and show viewers a side of Las Vegas they might not have seen before. In addition to minimalist spas and trendy clubs, perhaps we’ll venture to unique art environments, like Ugo Rondinone’s surreal and colorful Seven Magic Mountains installation. Instead of glimpsing an ordinary cocktail bar, maybe we go to the High Roller Observation Wheel to see the city view from fun a new perspective. The options are literally endless, but wherever we go, we will make sure that our Vegas journey feels fresh and exciting.