LUKA WILSON

We will use every element of production to create a joyful, sensory journey for viewers that reflects the product's promise and captures the priceless feeling you get when you start your day off with healthy gut function. When your gut is functioning properly, you feel light, energized, and free. That’s how I want the spot to feel!

Let’s breakdown how the product promise will be the guiding light for our creative approach:

Energy support. We will imbue the spot with a contagious energy that is fun to watch. We will do so using (1) lively camera movements, (2) layered, dynamic, mixed media shots (3) joyful and playful performance, and (4) vibrant colors in our production design.

Good digestion and healthy metabolism. There’s a lightness and ease with how you move through your day when you’re in the flow. This will be reflected in the treatment of our supers, our elegant, flowing steadicam movements, and our plant and produce-abundant propping.

Skin health. Healthy skin has a lit-from-within glow. We will translate this product promise both literally and figuratively. To embody it literally, our talent will exude a noticeable, healthy radiance. Simultaneously, we will extend the same principles to our cinematography—embracing warm, sunny lighting and employing soft, flattering lenses. The ultimate objective is to imbue the entire spot with a luminosity that radiates off the screen.

St. Ives products use some of the best ingredients mother nature offers to deliver a sensory experience that leaves customers feeling brighter inside and out. What better way to evoke this feeling than by setting the world of our products against a sunny blue sky? Defining the bounds of our product world to the same nature-inspired backdrop will keep the graphic focus on the product and reinforce the natural ingredients.

We will light the product bottles in a warm glow that replicates the morning sunlight. This will give our product shots a lively energy and reflect the ethos of the campaign by showing the brighter side of skincare. We will shoot the product in two ways: (1) the ingredients will appear floating in the air (2) the product will be placed on lucite graphic cubes in the brand's color palette to reinforce brand recognition.

I also love the idea of creating a witty interplay between nature and product: sunshine beams behind the bottle, ingredients floating in the sky. Even the sunlight through the bedroom window cues the ahhh-moment of the product and beckons our talent to become one with nature, even for a brief moment.

Lightbox is accessible and inclusive, so we'll cast characters that reflect that, prioritizing representation of all ages, genders, shapes, and ethnicities. We'll look for naturally charismatic people whose charm and joy radiate onscreen.

On set, we'll ask our cast to recreate the private experience of receiving a gift from a loved one. To nail that moment, we need our cast to have the rare ability to give us a range of reactions while delivering consistently authentic performances. A transformation happens when you put on a great piece of jewelry. Your posture gets a bit taller, you feel more confident, you have a glow… we need our actors to be able to capture that moment in an instant.

For our Mom, that moment also includes a soft, knowing smile to the camera that plays with the tension of the VO and the clever payoff of: "Well, no one told us." We need to ensure the Mom can hit that expression instantly, delivering the energy of a *wink* without an actual *wink*.

Our sets will strike a careful balance of colorful, minimal, stylish, and realistic — fun and lively, but never busy or overdone (to not distract from our treasures and the characters' emotions). Each character's unique set will reflect their style and personality.

Color and materials. Inspired by the bright colors of the Nordstrom Rack brand palette, each room will be painted a different color and feature a variety of floor materials (carpet, tile, wood). I want to lean bright and light with our materials to create a positive and joyful atmosphere. We'll avoid heavy materiality and busy prints.

Doors. As you'll read later, the fitting room doors will play a key role in our transitions. To facilitate that, we'll choose a consistent style that feels realistic and signals that we're traveling through a world of fun fitting rooms. In our home sets, we'll use residential doors.

Furnishings and props. We'll choose light and bright furniture set in minimal, clean, tasteful, yet relatable arrangements. Props will add personality, not overwhelm the sets. Think side tables with playful shapes, thriving plants, and fitting room elements like wall hooks. We could also explore adding texture in some sets with colorful pleated drapery. To help cement the brand's taste and relevance, we should avoid any versions of mid-century modern furniture that feel tired and overdone, opting instead for postmodern inspiration.

Nordstrom Rack Room. This is where the spots kick-off and will most closely resemble a Nordstrom Rack fitting room. I love the idea of using a bright blue carpet in the Nordstrom Rack brand color. We can finish the space with simple white walls and a frameless mirror that makes the space feel fresh, realistic, and familiar.

Our cinematography style will focus on capturing the joy and energy of the performances and imbuing the spot with a sense of magic through dynamic pacing, warm and rich lighting, and cinematic framing and lensing.

We will shoot all footage at a high frame rate to achieve a dynamic and rhythmic pace. This allows us to suspend time, emphasize emotions, and linger on expressions.

For the "rewind" scenes, we will use slow motion to exaggerate the movement and drive home the concept. The intention for our rewind/reverse moments is to shoot and edit them in a way that makes them feel as continuous as possible. This approach to slow motion will give us a sense of magical realism, making the spot feel special.

Our lighting will use warm and rich schemes to create a cozy and inviting atmosphere.

When it comes to framing, we will favor cinematic and considered compositions that prioritize capturing the emotions and expressions of the performers. I want to shoot with a wide-angle lens that exaggerates the expressions of joy and happiness and puts that emotion center stage.

Overall, my goal is to create a visually stunning and emotionally resonant piece showcasing the kids' joy and energy. I will work closely with my DP to ensure that every shot is carefully crafted to create a cohesive and engaging visual narrative.

I absolutely love this concept! As an early TikTok adapter and a current super scroller, I am fluent in influencers and have a pulse on how they communicate to their audiences. In fact, capturing authentic moments with influencer-inspired characters is a sweet spot for me as a director, and I’m brimming with ideas for how we can bring this concept to life.

I also feel personally connected to and excited about the XUMO Stream Box. As a cinephile and avid TV binger (I’m seeing a theme with screens here…), I constantly find myself clicking around online to figure out where I can watch a particular film or television show. The voice control remote is brilliant and such a solve for this time suck. I’m genuinely pumped about the product and ready to transmute that enthusiasm to our spot: Influenced by Spectrum… which I can now officially say has happened to me. Let’s get influenced!