In 2017, I set out to make a campaign for Clinique at UA BookStores. The idea I had was to make a timelapse video. I wanted the video to be something shot in all one take and show a how we use makeup and other techniques to change our physical appearance in a way that let the viewer understand that process.
Alyssa was so awesome to work with because she totally got what I was going for in the character she had to play for the scene. (In fact, Maria, Brianna, Jocelyn, Liliana, and Isabelle all worked so hard on this shoot and I could not have done it without all of their help.) I really wanted Alyssa to go from a frown to a smile over the course of two hours, and she worked ridiculously hard on making that happen. We tried some shorter attempts and went over some techniques to help her if she ran into trouble. Pinching yourself, thinking of something sad (but not too sad because we didn’t want a regression of the smile. It’s not that noticeable but to me, it helped control Alyssa’s mood, and that really made the shoot work for me.
The way we approached this shoot was not to plan it out too much, but instead work reactionary with all of the things we could envision needing at our disposal. I didn’t think that we could plan for how long it might take to do someones hair down to the minute. I thought it would work best if I directed the actions off camera, and so after a few 15 minute trials, we decided to shoot the full thing in one take.
I wanted Alyssa to basically stay in the same position for the whole shoot, so we had to be creative about how she was to have a wardrobe change in the middle of the shoot. A rolling Z rack full of clothes was the perfect solution to allow her to still remain on camera but have the privacy needed to be able to change outfits.
Above is one of the test shots we did just to check some key elements for the video to make sure they would fall into place as we wanted.
The only part I wasn’t too happy with was the ending. I think in the moment I lost a bit of focus and when it came time to direct an ending, instead of following my gut to have Alyssa break from character and speak directly to the camera, I decided to have everyone involved make a cameo in the video. It’s not that I don’t like it, but I feel the piece could have been a bit stronger had I stuck with my original direction.
Below is the email I built for the campaign:
I also used the same technique for another email using the same background I had already made: