Nola Director Juan Delcan, via atelier-lb NY, pulls off a smooth synthesis of live action, graphics, typography, product shots and even a roaring lion in a beauty of a spot promoting Herbal Essences Touchably Smooth shampoo and conditioner.
The Touchably Smooth heroine, in a single shower, transforms her wild and ferocious hair into a silky smooth mane. With lilies transposed over in-shower hair scenes, CG drops of smoothing serum raining down from above, and flashbacks to the woman’s unruly, pre-shampooed hair, Delcan tells the story of taming the wild in a memorable fashion. The spot ends with the menacing lion leaping off-screen from a Savanna backdrop—and landing in the heroine’s living room in the form of a fluffy house cat.
This :30 is the latest collaboration on Herbal Essences spots from the team at atelier-lb NY and Delcan. “There’s great chemistry on Herbal Essences between Juan and the creative/production team at atelier,” noted Nola EP Charlie Curran. “Juan draws from all his experience to find various elements that tell an entertaining story while keeping the focus on the client’s tone and message. In this case, he worked with the agency creative directors to illustrate their metaphor with powerful imagery blended with CG post elements to create a memorable viewer experience.”
Spot Titles: Surge
Air Date: Sept 2011
Agency: atelier-lb NY
CD: Kristin Moore-Gantz, Holly Flukinger
Producer(s): Laura Lagatta, David Schiavone
Prod Company: Nola Pictures
Director: Juan Delcan
EP: Charlie Curran
Producer: Carla Tate
Designer/Animator(s): Juan Delcan, Miguel Delcan, Yun Wang, Robert Henry, Mike Milyavsky
Post Producer: JJ Wilmoth
Editorial: Union Editorial
Editors: Laura Milstein
Producer: Jen Hargreaves, Sara Mills
Telecine: Nice Shoes
Colorist: Lez Rudge
Music: Pull Music, NYC
Shoot Location: Madrid
About Nola Pictures
Founded in 2005, NYC-based Nola Pictures is a full-service, multi-disciplined media services company with affiliate offices in France, Canada and Chile. Nola features a diverse roster of multi-dimensional directors, designers and producers who have created award-winning content for ad agencies, film and TV studios, and corporate clients.
Nola offers turnkey production solutions from shoot through editorial and post; including animation, design and VFX. Nola’s mandate is to provide a supportive creative environment with production flexibility and efficiency for our artists and clients. The Nola team has contributed to projects for brands such as Dell, Pfizer, Nissan, Budweiser, Givenchy, Puma, Kraft, Proctor & Gamble, Wyeth, Weis, McDonald’s, Sundance, Cadillac, Ford, VW, Toyota, American Express, Carolina Herrera, Samsung, Time Warner, Viacom, Nike, ESPN, Johnson & Johnson, Lowe’s, Bank of America, UPS, and Jet Blue among others.
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