L’Oreal Extraordinary Oil
SHORTFILMS
Shortfilms worked with McCann Paris, to launch a new haircare product from L’Oréal Paris; “Extraordinary Oil”
The then head of L’Oréal beauty, Cyril Chapuis challenged Shortfilms director Stephen Mead to create a ‘personality’ for the brand. He outlined the preciousness, the lightness of texture the darkness of the mood and the sensual nature he wanted to communicate. His biggest concern was that the floral nature of the oils where to be conveyed without the commercial becoming florid.
Mead devised the mood and character for the campaign, solving the floral issue by shooting images that conveyed the sensual nature rather than floral. Shortfilms filmed the commercial in Paris using three of the L’Oréal supermodel ambassadors.
The commercial became one of the best pieces of strategy for L’Oréal that year. Extraordinary Oil went on to become a worldwide success featuring in a range of shampoos conditioners.
The commercial shot by SHORTFILMS was used globally and they were asked to shoot other variants in India, China and Brazil. Key Images from the commercial appeared in press advertising and on the packaging.
“This is extremely beautiful. My sincere congratulations to Stephen and the whole team.”CYRIL CHAPUIS, FORMER HEAD OF L’ORÉAL BEAUTY
