Top fashion and beauty director Jim Sonzero of Sonzero Films has directed a gorgeous, new campaign for Macy’s and Free Media promoting the retail giant’s national Beauty Scene event running now through October 1st. The six-spot package features some of the world’s most beautiful models in an elegantly stylized treatment promoting such prestigious brands as Clinque, Prevage-Elizabeth Arden, Clarins, Dior, Lancome and Origins. Sonzero used groundbreaking lighting techniques and engaging, upbeat performances to excite women about a variety of new beauty and skin care products.
Each of the spots presents world-class models and beauty products against a white, limbo background, a concept designed to highlight the girls’ colorful features and flawless skin. The scenarios are further enlivened by a buoyant music track and vibrant graphic treatments. Sonzero worked closely with Free Media creative director Vivien Vitolo and executive producer Joan Babchak in designing the visuals. Additionally, he and director of photography Jim Fealy developed a unique lighting strategy to make the models’ faces pop. “We used a mini parabolic umbrella and negative fill to create a solid, three-dimensional look,” Sonzero explains. “It worked—the footage looks clean and modern.”
“I wanted to raise the bar on shooting flawless skin,” Sonzero adds. “I’ve worked with Amy Oresman, our brilliant make-up artist, on Neutrogena many times. Combining her talent and Jim Fealy's lighting was a dream. They both delivered. The girls were insanely gorgeous—that helped.”
Campaign: “Beauty Scene”
Agency: Free Media, New York. Vivien Vitolo, creative director; Joan Babchak, owner/executive producer.
Production: Sonzero Films, Los Angeles. Jim Sonzero, director; Jim Fealy, director of photography; Joan Babchak, producer.