Indigo Asia Productions teams up with JWT Singapore to create Lux ‘Fashion Designer’
Lux ‘Fashion Designer’ is a new commercial from JWT Singapore for the North Africa Middle East market, and is a story about emerging creative expression. About a beautiful nurturing relationship between a husband and a wife. And about a woman’s desire to express her femininity through her talent and creativity. It was directed by Adrian Van de Velde from Indigo Asia Production.
Global CD Lux, Ai-Lin Tan said, “Lux is all about million dollar feelings, it’s about the feeling you get when you use the product, and how it’s luxurious lather, and wonderful fragrance makes you feel. And for each product platform we try to evoke different feelings, and this particular film we are creating is for the fine fragrance line. On a brand level this film is a continuation of Lux Brand message of fine fragrance inspiring passion and creativity. About the luxury, sophistication and indulgence of the Lux Obsession range, and in particular how this shower product can and should replace normal soap in a woman’s shower ritual. By creating an enveloping sensorial experience imbued with exotic perfumes a woman will feel more feminine, liberated, and loved.”
Tan added, “What’s so special about Lux is that it has been a brand that has been really well known, and has a great amount of history, so when it began it used all the Lux stars back from Elizabeth Taylor to Audrey Hepburn, and now to see the modern iteration of it is really exciting”
Director/Partner Indigo Asia Production, Adrian Van de Velde csaid: “What’s interesting about the dress is that there is a combination of many different disciplines. There is wardrobe design, we used and company called BannRig here in Thailand which did the in-camera rigging. It was quite a massive elaborate, almost fabric puppetry that we used to tether all of the various fabric elements on stage. But all of that had to be throughly tested in pre-production.”
Tan said: “I love filmmaking, and just the whole process of how we went from an idea, to then an animatic and storyboarding it, and actually seeing the whole flower dress come to life – i think for me what was really exciting was to watch how Adrian used the spacial effects to create this beautiful flower dress, I think that was pretty amazing.”
Van de Velde added, “One of the things we take very seriously at Indigo when we are putting together our production teams, is that level of craftsmanship. And these people are all at the top of their game here in Thailand, and really effectively when I say that they’re at the top of their game regionally. All of our heads of department, our DoPs, Lighting, Wardrobe, Makup, Art Department, there is an absolute effort to bring the best quality to the screen.”
Credits – Global ECD: Tay Guan Hin. Global CD: Ai-Lin Tan. Regional Art Director: Karen Muck. Snr Global Account Manager: Kris Ynieto. Agency Producer: Vishant Tejwani. Head of Broadcast: Gerri Hamill. Director: Adrian Van de Velde. Executive Producer: Jamie Popham. DoP: Conrad Slack. Art Director: Ganh. Wardrobe: Pik Jaturapitpornchai. Editor: Marshall Raj. Post Production: Spice Shop. Online: Barnaby Bretton. Colourist: John Galvin.