HERBAL ESSENCES

BEGAD/ Launch in Egypt

directors notes I kelvin theseira I august 2007

production notes 1
 overall

The production brief resonates with the basic theme that leaves a clear and lasting impression in my mind.
The details are clear and precise.

The two main concerns on this board would be to communicate the main objective and the other would be
to ensure that part one (reedit) flows into part two (shoot). The edit I have seen is titled
“HEFusionSoftAP30s_15June” and also a storyboard dated Aug3 2007. I’m pretty sure that we would be
able to fulfill both of these objectives. In the production brief I also notices that you mention the talent
would hum the HE tune. I’m not familiar with this tune but it would be good to have a copy of it before the
shoot, as the tune would set the mood of the TVC. Should there be another edit could I also have a copy
production notes 2
of it please.
 production objectives

The main overriding objective here would be to clearly and distinctively communicate that Herbal Essence
shampoo would bring nature to you. The whole experience is a natural high. This we would do in the “part
1”of the TVC with the reedit and in “part 2” we will reinforce the idea that nature has come to you in the way
we show remnants of nature in the bath as the talent steps out.
A secondary objective would be to ensure that part one of the TVC cuts well to part two. A natural transition
from jungle to shower. Here I’m suggesting that we have a different look for part two of the TVC. In the
jungle footage we see that the talent is mostly in a “dark” jungle setting so to make the transition clear when
we cut to the after shower footage it should be in “bright” surroundings.
The lighting and mood of the film will be the same it is just that her surrounding would be brighter. As if
production notes 3
some one has woken up from a dream.
 film look & feel

The film will have a cosmetic look and feel. Lighting & production design will ensure that this spot
feel and looks rich. The use of a long lens would be through out and with this Len the dept of field
will be kept shallow which means focus will be selective in all our shots.

production notes 4
 set art direction

With the reedit and the need to reinforce nature in this spot. I’m suggesting we go with a Zen
Nature approach keeping it as organic as possible but still cosmetic. A brighter set would clearly
show the different between the “jungles” surrounding versus the “after bath” surroundings. This
bright set would also help when we introduce nature. Against a bright “minimalist” bathroom
“nature/ flowers” would stand out. I also understand that we will be using a set from another
shoot so in a way my hands are tied but I will try and push to see how I can get the desired effect
I’m looking for.

production notes 5
 pack shot

When designing the pack shot we will keep in mind the premium quality of Herbal Essence and
the pack shot must match-up.

production notes 6
 wardrobe

She will be wearing a bathrobe but not a warm fuzzy type more one off an elegant sleek design.
As for the color of the robe we would have to first cast her and see what works best on her and
the set.

production notes 7
 action & attitude

Although we never really reveal out talent. Her strong but approachable character must shine
through. Being beautiful and with great hair is given, being approachable is a must. Using Sex in
the City as a guide we need to try and capture that warmth, naturalness, playfulness,style and
elegance off Sara Jessica Parker. The talent should come off self assured but not cocky and
slightly playful.

production notes 8