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.