Ad LOVE

So just guess what was the Editor's pick at Adweek THIS WEEK?

University of Oklahoma Cancer Center.  A spot that Doug shot a couple of months ago! These are the screen shots from the adweek website.  This girl started out the day with long full lucious red/brown hair.  It got shorter and shorter as the day went on until she looked like this.   It's a really good commercial.

ART DIRECTION: The woman's hair is the main visual motif. The agency considered using CGI to show the hair growing continuously. That felt over the top. Instead, Fernandez shot everything in camera. He filmed the scenes in reverse order, and had the actress cut her hair between each one—seven trims in all. The spot begins in gloomy dark blues, and then brightens—but not excessively. "We wanted to stay within the same universe and just come to the brighter version of that world," says Fernandez.

FILMING: The ad was shot in a single day in a house in the Brentwood section of Los Angeles. The camerawork is subtle and elegant. "Most of the shots have just a little bit of floating to them," says Fernandez. "It has that feeling that you're witnessing these scenes as a person there."

TALENT: The actress, Heather Ann Smith, was able to transition from despair to measured hope with simple movements and gestures. For the first scene (the last one shot), Fernandez helped to get Smith in the mind-set by narrating a piece of text he had written about "what I thought would go through someone's mind who is faced with a situation where the hopes and dreams of their life may never come to fruition." Shaving one's head is a drastic move for an actress, but after shooting, Smith landed a role on Torchwood that called for short hair. She also had the support of her fiancé, even though their wedding was approaching.

GO DOUG!