top of page
protex
face the world
BY julia zanin de paula
O PONTO CHAVE DESTE FILME É TERMOS UMA CONSTRUÇÃO DE LINGUAGEM INSPIRADA NO HUMOR NONSENSE: divertida, dinâmica e com variedade de elementos.
INTRO
Confidence is seen in the characters' attitudes and the sparkle in their eyes as they live their lives. One thing that can really affect our confidence, especially during our youth, is bad skin - which is so present, it’s our face and it’s what everyone sees.
​
In this campaign, our characters are unique and are ready to face the world - and Protex is part of their lives. The films integrate the functional part of the product and the emotional aspect of the characters inside the narrative.
​
​
FACE IT
THE KEY ELEMENT TO THIS PROJECT IS CONFIDENCE. OUR CHARACTERS AND OUR PRODUCT COMBINED NEED TO SHOW CONFIDENCE IN EVERY FRAME.
For our films to acquire a self-assured and dynamic rhythm, our stories can be separated into two parts: the self-care (functional) AND the after-math (emotional). The self-care scenes are personal and intimate. Our characters are in their own space, alone, taking care of their bodies and skin, the moment away from their “real life”. Protex is a part of their ritual.
As we see the aftermath, besides some nice close-ups, some of these moments can pop on long-shots, where we can see our characters from far away, almost in a voyeur mood. We can see the woman's first date through the restaurant’s window or from the other side of the street. We can see our guy giving his best at the interview from far away. Protex has given our heroes confidence to go alone on their journey - so these wide shots represent them integrated into the big world and going strong towards their dreams.
NARRATIVE
PERFECT SKIN
CONFIDENCE TO FACE THE WORLD
CINEMATOGRAPHY
The idea here is to create two different photography moods within the films. One being the real-life situation (ex. interview and date), and the other would be the Protex moment as they take care of themselves.
Situation 1 - Real life, beautiful soft lighting, but always looking for the natural light or subtle light if needed, everything to bring a real-life aspect to the films. The camera also behaves in a natural way, moving along with the characters and free, like they are. At this moment, the camera has a documental feel to it, sometimes far from our characters to situate them in the ambient, others really close to see the light in their eyes and the beauty in their skin.
Situation 2 - This is the Protex moment, this is their moment, this is a good chance do see the product in a very natural way, as its being used, organically. Different from the other moment, this camera behaves more still, more poetic, less movement and in slow motion, capturing the moment where Protex enters their daily lives and treats them well.
PH
CONFIDENCE
CONFID
CASTING TO BE CARED FOR
We need powerful characters with beautiful skin to reinforce all of Protex's care. These characters need to be captivating and very real, we need to believe them and capture their bright personalities on-screen. We’ll have special care picking these actors.
product placement
Our product needs to feel natural amongst our bright characters' self-care routine. If we place it amongst their environments and show it in details mixed with our macro shots, the product will look good and mixed into our heroes worlds. It doesn’t matter what happens in their day to day life, Protex is always there at the end of the day to take care of their skin, and the face the world.
FACE IT
DEMO
The Demo is an important part of the film because we cut to it and its what illustrates what the product does, and this is what the audience imagines the product does on the skin, so I think it's important that we find a very interesting and appealing way of showing that.
We can create some beautiful and sensorial shots to show Protex's qualities and formula and mix it with our heroes' self-care scenes.
THANKS
I’m confident this campaign will be a success! And we hope to be a part of it.
THANKS
face the world
BY julia zanin de paula
bottom of page