CURLS
palmolive
What a great opportunity to direct a film about women's empowerment. As a Latina woman with wavy hair, I have struggled with self-image because I didn't see anyone that looked like me on TV until later in life. All characters and personas in beauty ads always had straight and long hair and that made me feel apart from a standardized beauty pattern. I'm glad things are changing and we can show amazing curly and wavy hair to make all little girls with different types of hair feel beautiful. Being able to make room for such important subjects is amazing and meeting women that have no fear to take ownership of their curls will certainly be a lot of fun. These films are about natural beauty and we are opening up space for the real and uniqueness through them and curls.
INTRO
INTERVIEWS
The key to making our films authentic lays in casting authentic people and pairing the spot-on cast with a narrative language that shows truth and closeness. The important thing here is to capture the true essence of our curly girls through their interviews and let them feel absolutely comfortable with the camera. The loose handheld, film texture, the interview scenario with plants or in a garden, the wardrobe, and, mostly, the hair and makeup should amplify the interviewees' personalities. We should give our women an open space to let them shine and that's why I suggest that we use voice-over techniques in this neutral, but full-of-life-Palmolive-essence, environment.
TALENT
I want, besides conducting these interviews on this personality-emphatic scenario, to add each one of these women's particularities to their day-to-day environment. We will enter inside the world of these curly-haired women, sharing their insecurities and determination. Mixing scenes from our garden interview and scenes from their workplace or home will add a world of empathy. Everything will be thought to enhance their true beauty. Showing their spaces will also empower the viewer and show they are not JUST beautiful models, but normal hard-working people that happen to be gorgeous and have amazing curly/ wavy hair.
Our characters will be chosen through a process of understanding whose stories match the personality we want to associate the Palmolive brand with. We should choose strong, inspiring, dominant talent who share their natural beauty through curly hair and who are natural symbols of this hair revolution. It's no doubt that depicting different kinds of waves and skin colors, as well as age differences, is extremely important to this film.
WHO?
I think it is important that our whole casting process takes part in searching for real women who are not models or actresses and who had never been in commercials before. We will look for the perfect balance between ease and being comfortable in front of a camera. Nothing will seem posed or fake because we will be using women that have not acquired any habits from commercial productions and we will put them in a very nature-oriented scenario.
CINEMATOGRAPHY
In order to make films that feel authentic we need to follow a natural-looking cinematography path. Handheld camera, grain, natural light, textures: all converging to let our women shine naturally. The less equipment we surround these non-actors with, the more comfortable, confident, and intimate they will feel to the camera. Outside the garden scenario, where the interviews are going to take place, we want to work with a production design oriented through day-to-day life, a lot of textures, and personality. We will embody the organic and wavy personality of the curl itself through cinematography.
To decide exactly where our locations will take place, we need to meet our talent and understand who they are. In order to achieve a documentary look, we can consider using their own spaces, if they are interesting. I want to put them in environments where they feel comfortable and where they can set free their emotions.
LOCATION
CON
CLUSION
This project has everything to be beautiful and truthful. I want to build, with your mentoring and with our empowered women a strong and fluid campaign. Thanks for the opportunity.