Pantene

Information / Credits

For Claudia Reda Walker, resident fashion/beauty editorial expert at full-service creative post house BOND, every commercial she works on is a chance to add something new, fresh and exciting to the genre. Her latest project -- a nine-spot campaign for Pantene, featuring supermodel Giselle Bundchen, created by agency Wing, New York (a division of Grey Global Group) -- is no exception. ''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-modern cutting style. Summer was particularly fun to cut. Javier trusted me do my own thing. I let the images flow one into the other, using the suns natural glares to transition from one shot to the next. The idea was to enhance Giseles carefree attitude. The cut had to be effortless and smooth. I opened the spot with just the wave sound to reinforce this.'' 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, BONDs 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 campaigns message. It took a lot of work to make it all effortless and cohesive.''

Client: Pantene Project: Pro V campaign (9 x :30) Agency: Wing, New York Creative Director: Javier Bonilla Copywriter: Marta Marcos Editorial/Post: BOND, New York Creative Director: Jeff Beckerman Editor: Claudia Reda-Walker Visual Effects: Jeff Spangler Executive Producer: Stephanie Shayne