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BOND Edit’s Claudia Reda Walker Cuts International Pantene Campaign Featuring Giselle Bundchen
Creative Post House Teams Again With Agency Wing For 9-Spot Beauty Package
By: Right Word Media, Inc
''Working with Creative Director Javier Bonilla and his team is always a joy,'' Reda-Walker says. ''Time after time he brings me beautiful footage, and the Pantene spots were no different. We agreed on an elegant-yet-
In the spots featuring Bundchen, which are targeted to the Brazilian market, we see Bundchen in a variety of settings -- a white sandy beach, a beautiful hotel room, an elegant loft with large stain glass windows. In each spot Bundchen speaks directly to the camera about her hair, its needs and how Pantene Pro V helps keep it looking beautiful. Her testimonial is intercut with glamourous shots of her natural, flowing hair.
Other spots in the campaign target specific markets such as Colombia, Mexico and Argentina, featuring testimonials from models and celebrities from each country. In the ads they talk about their work and how it often means their hair is mistreated, colored, ironed, blow-dried, etc. Thankfully Pantene helps restore it to its natural health, shine and beauty.
Once again, BOND’s full service post approach played a key role with BOND-FX visual effects artist Jeff Spangler adding some digital magic to the star's hair, animating 3D vitamins and enhancing and adjusting numerous scenes.
''Because the spots were not scripted and the women interviewed for hours, the editing challenge was to compress their testimony into just 30 seconds,'' Reda-Walker adds. ''They had to be engaging, informative, interesting and natural and yet deliver the campaign’s message. It took a lot of work to make it all effortless and cohesive.''
From inside their beautifully designed 6,500 square foot studio, BOND (http://www.bondedit.com/
Click here to watch the new Pantene campaign:
Click here for more info about BOND:
Project: Pro V campaign (9 x :30)
Agency: Wing, New York
Creative Director: Javier Bonilla
Copywriter: Marta Marcos
Creative Director: Jeff Beckerman
Editor: Claudia Reda-Walker
Visual Effects: Jeff Spangler
Executive Producer: Stephanie Shayne