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I see my body as my temple. For me, my body is my lifetime home. And this is what most motivates me to always take care of it with kindness and to love it with all my heart. With our skin it may not be different. We have to look at it as an outfit to which we belong  and that we have to treat and look at with affection and gratitude. The statement you propose for this campaign is beautiful. It’s sensitive, and conceptually  and aesthetically powerful. But above all, it's necessary! Representation is important.  And showing a more inclusive and diverse vision of beauty is essential to spread self love  and pride in each one's individuality. Let's raise the banner of diversity, inclusivity and female empowerment together!  And with this film, let's invite everybody out there to take part in this movement,  to show their skin off and to celebrate their most authentic selves.  After all, this is what real beauty is, isn’t it?

Great films must have their own tone of voice. It obviously will be inspired by many other previous pieces,  but from each one of them, it’ll take what’s best and turn into something new and inspiring. Our campaign has to be like that.  We’ll get its’ influences from many places, but not stick literally to any of them. The energy and powerful female presence of Magnum’s TVCs, mixed with the attitude shown in H&M’s campaigns,  together with the authenticity of Mini Fashion’s pieces and the elegance present in Vogue’s films are some of the ingredients we certainly need to turn our script into a stunning commercial. Besides, we can not forget an extra touch of delicacy, central to any beauty film. Some photography references came  into my mind: Brock Elbank and Peter de Vito create powerful narratives about the beauty in each kind of skin.  Thiago Borba and Joey Rosado are great in portraying black people. Lorena Dini, in turn, is always breaking beauty  stereotypes and emphasizing feminist aspects in her fashion portfolio. Each one of these professionals have  a particular style in their bodywork, but in common they all share a sixth sense for skins and their details. By combining the pieces in the right way, but still sticking on Dove’s soul,  I’m sure we’ll have a lovable feel good campaign, that is whimsical, and still believable.

Naturalistic, but cinematic. Always resplendent.

Both camera movements and lighting and color grading, linked together, will create the vivid atmosphere we need in our scenes. I definitely don’t want to go for fixed squared-on shots. A hand held camera, with slight movements,  is better suited for the mood we seek. It transmits freedom and allows us to work more flexibilly with our girls,  leaving them comfortable to interact with the camera and bringing them closer to the audience. Whenever possible, between some of our scenes, we’ll make match cut transitions. Modern camera movements stitched  together with a well-designed editing which will provide us with an involving rhythm. Our lighting should be bright and warm. Days with Dove are always beautiful and sunny. I love to work with natural light and  we’re gonna make the most of it when capturing external situations, always seeking for the best time of the day to shoot each one  of the scenes. For indoor sequences, a sophisticated lighting will be elaborated to maintain the atmosphere of a bright film. The color grading will follow a clean and soft look. Nothing overdone. We don’t want to have a very saturated, contrasted or sharpie look. We’re going to work with a mix of wide and super closeup shots. It’s crucial to emphasize textures, colors and softness. To achieve the premium and elegant look we want for this film, the idea is to shoot entirely with anamorphic lenses. In order to do so,  there are some fantastic DOPs, who I’d really enjoy working with. Clicking on their names, you can get to know a bit of their work: Caio Nigro, Licia Arosteguy, Felipe Meneghel and Luiz Maximiano.

Our girls are the identity and the essence of our campaign. As you clearly punctuated in the presentation you sent us,  we need to cast women not only with skin particularities, but also with a strong personality, a great joy of living  and a real pride of who they are. Our intention is, above all, to tell the stories behind each one of the skins and faces we’ll show. And it’s important that not only the skins we’ll show approach diversity, but also the faces, bodies, choices and styles  of all those authentic representation of Latin American women. We’re not doing a fashion film. This means our ladies are not supposed to act like top models or super divas. Actually,  it’s quite the opposite. In order to create a real proximity with the public, we have to work with a genuine casting. And by doing this, we’ll show that it’s not needed to fit into a beauty stereotype to be and to feel gorgeous!

They are self-confident women who have a good humor, a cheerful disposition and a lot of friends. They like to dance, to express themselves and to laugh out loud. They believe in the power of sisterhood and they know that everyone is beautiful in their own way.

We will be oriented by a unique color palette for both art direction and wardrobe elaboration of our film.  These colors will be based on Dove’s visual identity, organically combined with the spectrum of skin tones  and the main colors present in nature. Each situation, better described in the “storytelling” chapter that comes next, will demand a specific location and style for it. But all of them will have in common a cosy, clean and spontaneous look. The statement of the campaign requires us to be natural, and it’s important that we reflect this idea also in our aesthetic.