Kim Handley of George Productions acted as art buyer, casting director and producer for the new Motions 'Get You Pretty' TV and print ad campaigns. The concept was a complete breakaway from the usual African American hair ads that tend to be rather static and shot in the studio.
Both projects were approached with a much more fashion-forward feeling in mind, with the TV spot deriving from a 1970s Guy Bourdin reference and the print campaign (three ads launching this summer) having a much looser, editorial feel. Eddie Brannan was the creative director, Brand Asset Group the agency.
"The campaign has a modern look using modern girls with an editorial approach," says Kim Handley. "We continued with our print girl from the summer, Tia Shippman, and used her as our principal girl for the TV spot. Not only was she a real trooper, but she was able to keep a smile on her face from 5am to 9pm and did it all without complaining. She was a joy to work with. In support we had our tried and tested glamour team, Chuck Amos (hair), Billy B (make-up), and John Moore (styling). Together they guaranteed an edgy, 'of the moment' look to all the spots."
The print was shot last summer by Marc Baptiste in NYC, and the TV spot in December by Daniela Federici in downtown Los Angeles using a NYC backdrop.
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