Creativity

A Woman Is Reshaped to 'Perfection' in Stunt for Water Brand

Vitasnella Aims to Challenge Stereotypical Notions of Beauty

Published on Apr 15, 2015

Editor's Pick

Water brand Vitasnella and Saatchi & Saatchi Italy invited people to carve out what they believed to be the "perfect woman" by letting them digitally reshape someone's real, female form.

The agency and brand worked with production company Unit9 to develop a multi-camera projection mapping system that captured a real woman from various angles. Eight people were then invited to morph her body as they wished, in real time, according to their personal standards of the "perfect" beauty.

The participants, both men and women, then digitally poked, prodded and squeezed her into something she wasn't. Ultimately, the film shows the transformed woman taking a sip of Vitasnella water and then reverting back to her beautiful, real self -- promoting an empowering female-targeted message that's become more popular in advertising today. With the film, the brand wants to show its support of women's physical, as well as emotional, health.

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now

About

Credits

Date
Mar 13, 2015
Agency:
Saatchi & Saatchi Italy
Client:
Vitasnella
Production Company:
Unit9

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.