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ETAM “Free from Labels” Marketing campaign Fully Shot on the Pocket 6K


ETAM, the Spanish lingerie model, not too long ago launched the “Free from Labels” marketing campaign: a manifesto that incites all girls to free themselves from the pressures of unrealistic magnificence requirements imposed by the style world.

The protagonists of the promoting marketing campaign are 4 very completely different girls: the acclaimed actress Blanca Suarez and quite a lot of girls representing completely different ages and backgrounds. Every performs a typical every day ritual: they take a look at their picture within the mirror, however as a substitute of scrutinizing their our bodies with perplexity on their faces, it’s doable to discern a sense of appreciation and pleasure of their reflection. And that is the factor that unites them.

Director Pablo F. Garvía and DP Ignacio Barreto Gutiérrez take us behind the marketing campaign, discussing the unrealistic splendid of the right physique that looms over girls immediately and the way they formed this idea into photos utilizing the Blackmagic Pocket Cinema Digicam 6K.

Picture Credit score: Rossana Diodato

Produced in Madrid, Ignacio explains that the script concerned capturing the industrial’s 4 protagonists on any given day of their respective bedrooms.

“I do not forget that one residence was positioned on the fourth flooring with no elevator entry and a balcony measuring lower than half a metre vast. The restricted house out there posed an enormous logistical problem, so we shot all the things hand-held. That’s the place our selection of the digicam got here into its personal, affording us a larger vary of motion regardless of the shortage of house and led to a much less intrusive method,” he says.

“For the shoot, we selected Sigma Cine 18-35 T2 zoom since they shorten the gap and create a extra intimate environment. We needed the viewer to empathise with the ladies once they take a look at themselves within the mirror and settle for their our bodies as in the event that they have been there with them,” Ignacio continues.

White gentle was a key factor all through your entire shoot, in response to Ignacio. “We needed to create a gentle and subtle environment and provides a sense of acceptance. All of the shoots occurred indoors with pure gentle coming in from the home windows of the bedrooms. I rated the digicam natively at 400 ISO, underexposing by 1 cease to realize the best stability of element within the shadows and good distinction ranges elsewhere within the photos.”

Picture Credit score: Rossana Diodato

“Uncovered to all method of idealized physique varieties, the aim of this marketing campaign was to deal with these stereotypes and make girls really feel happier in their very own pores and skin,” explains Ignacio. “We took 4 very completely different girls as a part of this and needed to breed what makes every of them distinctive. That required correct pores and skin tone and colour illustration that was genuine but cinematic, whereas nonetheless retaining the fragile particulars and finishes of the lingerie they modelled.

Having a number of resolutions and body charges at one’s disposal is essential within the promoting business, the place the watchword is to adapt to the ever evolving ecosystem of social media platforms. “We acquired in 4K UHD at 50fps utilizing ProRes HQ, finishing the edit and grade in DaVinci Resolve,” says Pablo.

“Having captured photos able to creating empathy, our aim within the edit was to create an aesthetic developed round heat tones and an nearly ethereal environment that strengthened the broader message of the marketing campaign,” Pablo continues.

Picture Credit score: Rossana Diodato

The “Free from Labels” marketing campaign was broadcast in all of ETAM’s shops to remind girls to interrupt the mould, do away with labels, and really feel comfy of their pores and skin.

“The Blackmagic Pocket Cinema Digicam 6K has helped us to carve a transferring but defiant marketing campaign with an incredible imagery and plenty of artistic angles. Additionally, we’re happy with having created visuals in a position to provide a distinct method at perceiving girls’s magnificence,” the director and cinematographers conclude.

[source: Blackmagic Design]

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