16: FILM CRAFT (OUTSTANDING SPECIAL EFFECTS)


Reverse Selfie - Dove
Visual Effects

Bronze
Title of Entry: | Reverse Selfie |
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Brand: | Dove |
Product/Service: | Visual Effects |
Client: | Dove |
Entrant Company: | Absolute |
Creative Team: | Agency: Ogilvy UK Executive Creative Director: Dan Fisher Creative Director: Juliana Paracencio Senior Creative Team: Liam Bushby, Alison Steven Managing Partner: Sam Pierce Business Director: Georgina Howard Head of Integrated Production: James Brook-Partridge TV Producer: Sally Lipsius |
Other Credits: | Production Company: Independent Films Director: Benito Montorio DOP: Steve Annis Executive Producer: Jani Guest Head of Production: Verity White Producer: Simon Eakhurst Production Manager: Fiona Martin Production Assistant: Georgia Mills Post-production: Absolute VFX Supervisor: Phil Oldham VFX Artists: Lucas Warren, Carl Godwin-Alvarez, Tom Clapp Design Lead: Jonas McQuiggin Executive Producer: Sally Heath |
Sector: | N/A |
Notes: | Dove's Reverse Selfie campaign highlighted the shocking truth of the digital distortion taking place in bedrooms across the county. Over 80% of children are digitally distorting their image and the self-esteem of young people is at an all time low. Dove's campaign brings awareness to this fact and offers both youngsters and adults the tools to help alleviate these social pressures. The visual effects for this project were imperative to the narrative. The app design, created in After Effects, needed to replicate authentic apps currently on the market, both in appearance and in terms of the mammoth changes they can create. The teenagers' distorted selfie needed to mimic the changes readily available through these apps. Meanwhile, conveying the heroine's 'undoing' of this selfie needed to be done via seamless, invisible visual effects to support the story. The reappearance of a blemish, the de-volumising of the hair and the return of more childlike facial features needed to be executed perfectly, whilst not overshadowing the important message behind the ad. Shot in the middle of the UK's second lockdown, the teen featured was a street cast teen who had first hand experience of the unrealistic pursuit for perfection (much like we all do) thanks to filters and influencer culture. The challenge lay in maintaining authenticity and Absolute worked closely with the Director and creative team throughout to ensure the subtle message shone through. |