#MYATTITUDE

ABOUT

BRINGING THE DIVERSITY CAMPAIGN #MYATTITUDE TO LIVE IN A FILM ABOUT REDEFINING BEAUTY AS AN ATTITUDE RATHER THAN LOOKS CONNECTED TO NORMS. IN A MIX OF IN THE END OVER 200 MOVING IMAGE ASSETS AND A LARGE PRINT ROLLOUT, THE CAMPAIGN LAUNCHED NOVEMBER 2021 IN THE EMEA REGION AND REDEFINED THE BRANDS OVERALL LOOK AND FEEL, THE PERCEPTION, GIVING IT A DIVERSE AND MODERN IMAGE AND MAKING IT RELEVANT WITHIN A YOUNGER TARGET GROUP AND RUNS GLOBALLY UP TO TODAY.

SCOPE OF WORK

AGENCY:

AVANTGARDE

ROLE:

CREATIVE DIRECTION & CONCEPT LEAD MOVING CONTENT FOR A TOTAL OF OVER 200 ASSETS ON DIFFERENT PLATFORMS. FILM DIRECTION INCL. SCREEN WRITING, PRE- AND POST-PRODUCTION INCL. MUSIC COMPOSITION, EDITING, GRADING.

CREW:

CREATIVE DIRECTOR, ACCOUNT TEAM, SR. ART DIRECTOR & DESIGN TEAM, LEAD PRODUCER & PA, DOP & CAMERA DEPT., LIGHT DEPT., SFX DEPT., ART DEPT., HAIR & MAKEUP, STYLING DEPT., MODEL MGMT., EDITORS, MUSIC COMPOSER, COLORIST, DIGITAL TECHNICIAN, GRIPS AND MANY MORE

TIMELINE:

6 MONTHS FROM CONCEPT TO ROLLOUT.

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BEHIND THE SCENES ASSETS

FORMULA 1 X MERCEDES-BENZ AMG X IWC

KIA