Pre Production

Choosing actors for this production was key to its success. We couldn’t have the typical choice of natural beauties, caked with foundation and digitally touched-up to perfection. We needed to show blemishes in all their glory on a range of people of various appearances. We also wanted them to speak their own minds as part of the voice over, putting across their own feelings about their appearances in a way that audiences would recognise. We found five great actors who didn’t mind showing off their flaws to help us tell this story.

Production

Each actor had their own scene for this shoot, all of which were filmed on location, both indoors and outdoors. For our first actor we used the concept of a selfie, making it appear like they were filming themselves and applying filters to disguise their appearance. This establishes a light and humorous tone which continues in the next scene with a demotivating billboard and beyond with the man who names his back spots.

So…did it work?

Ameliorate felt Synima had got the tone of this video spot on, if you’ll pardon the pun! No one wants skin blemishes but in using humour and relatable actors we were able to make the case for the product in a way that felt positive and empowering. The video was designed to be editable, so smaller sections of it could be used in various social media contexts where it received plenty of attention.

Ameliorate felt Synima had got the tone of this video spot on, if you’ll pardon the pun!