The One Show
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Category
Casting
Annual ID
OS22_MI140M
About the Work
With the self-esteem crisis at boiling point, Dove had a responsibility to act, so we launched the modern-day follow-up to Evolution. ‘Reverse Selfie’ follows the true story of our real girl, Grace. In the film, Grace appears to be a 19-year-old woman trying to achieve the ‘perfect’ selfie. Her skin air brushed, her nose thin, her lips plumped, her eyes wide and her hair immaculate. We then reverse backwards, journeying to see all the retouching tools Grace used to create this ‘ideal’ selfie. Through close and macro shots we see her lip gloss reverse from her lips and the drip of her nail varnish return to the bottle. The distortion is troubling. When all filters are removed, to our surprise, we are left with the real 12-year-old Grace. The film gives us a small glimpse into the beauty pressures millions of girls around the world face every day.
Dove embodies authenticity, it’s baked into the brand’s DNA. The approach was to give women and girls a platform to tell their stories and have their voices heard. We knew for this to be a success, authenticity was paramount. We only cast real girls who use these retouching apps and social media every day. Grace was our standout, in her interview she talked about the toxic world of social media, the pressures and how easy it was to be sucked in. Every retouched shot seen in the film was recreated based on tools within the face apps Grace used; whatever Grace altered or airbrushed, we replicated and brought to life in the film. This ensured our film would reach the Dove standard of authenticity and feel genuine and relatable to the viewer and millions of girls who go through this every day.
Dove embodies authenticity, it’s baked into the brand’s DNA. The approach was to give women and girls a platform to tell their stories and have their voices heard. We knew for this to be a success, authenticity was paramount. We only cast real girls who use these retouching apps and social media every day. Grace was our standout, in her interview she talked about the toxic world of social media, the pressures and how easy it was to be sucked in. Every retouched shot seen in the film was recreated based on tools within the face apps Grace used; whatever Grace altered or airbrushed, we replicated and brought to life in the film. This ensured our film would reach the Dove standard of authenticity and feel genuine and relatable to the viewer and millions of girls who go through this every day.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy UK / London
PR / Marketing Agency
Edelman / New York
HALPERN PR / New York
Production Company
Independent / London
Post Production Company
Absolute / London
Media Distribution Company
Mindshare / New York
Art Director
Liam Bushby
Chief Strategy Officer
Ben Kay
Copywriter
Alison Steven
Creative Director
Juliana Paracencio
Director
Benito Montorio
Director of Photography
Steve Annis
Editor
Sam Jones
Scott Crane
Executive Creative Director
Daniel Fisher
Executive Producer
Sally Heath
Verity White
Photographer
Sophie Harris-Taylor
Producer
Simon Eakhurst
Strategist
Cristina Diago
Film Producer
Sally Lipsius
Sue Lee Stern
Global Executive Creative Director Unilever
Daniel Fisher
Head of Art
Matt Nankivell
Senior Social Strategist
Justin Jackson
Account Manager
Grace Boyle
Composer / Arranger
Philip Kelin
Engineer
Munzie Thind
Global Brand Director. Dove Masterbrand
Edo Briola
Global Brand Manager, Dove Masterbrand
Alix Colin
Hugo Rawlinson
Global Brand Vice President - Dove Masterbrand
Sophie van Ettinger
Global Business Director
Georgie Howard
Global Business Lead, WPP Unilever
Jo Bacon
Global Design Lead
Sian Hughes
Global Managing Director - Dove Management
Jo Bacon
Global Managing Partner
Sam Pierce
Global Strategy Partner
Ila De Mello Kamath
Global Vice President - Dove Masterbrand
Leandro Barreto
Head of Art Production (Unilever)
Sarah Thomson
Head of Copy
Ollie Jarrott
Head of Integrated Production (Unilever)
James Brook-Partridge
Motion Graphics & Design
Jonas McQuiggan
Project Manager
Zahra Mair
Retoucher
Justin Shurmer
Senior Art Producer
Chloe Jahanshahi
Stills - Photography
Swerve Represents / London
Stills Producer
Lucy Barbour
VFX Artist
Carl Godwin-Alvarez
Lucas Warren
Tom Clapp
VFX Supervisor & Lead Flame Artist
Phil Oldham
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