Our aim in this film, which we could consider as the Armani Beauty photo shoot’s behind-the-scenes project, was to diversify it from global examples and make it dynamic. In addition to being a behind-the-scenes theme, it was supposed to be a film that emotionally conveys to the audience, the change brought by Armani Beauty.
The film opens with sections from the photo shoot and gets its message across clearly from the very first instant. This scene is a “flash forward”. In this film, product applications and poses are given in parallel cuts. Then Dilan Çiçek Deniz, who is transformed with Armani Beauty products is teased. And she walks towards the endless white background to pose.
We preferred the use of hybrid cameras in cinematography to support the behind-the-scenes feeling and pass in a sense of naturalness. At this stage, we included VHS tape footage and analog photo inserts from the photo shoot.
It was important for us to balance the naturalness and stylized plans for the visuality of the film, and to be clear-cut in the editing. To make the film feel like a fragment of an analog behind-the-scenes tape, we chose to give the effect of a blank VHS tape at the end.
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