Avon - Power - (2009) :30 (USA)

This spot for Avon Reversalist was shot entirely on a Canon EOS 5D still camera - no film or RED cameras on set.

Advertising Agency Soho Square tapped Company X Editor Barney Miller and renowned Parisian Fashion Photographer/Commercial & Music Video Director Stephane Sednaoui to complete a luminous 30-second skin care spot entitled "Power." Featuring Sednaoui's signature photographic aesthetic in dynamic live-action, the spot focuses around a model on the catwalk, behind shimmering backdrops with a palette of lush red and chrome. "We were all given a chance to break free from some of the typical categorical restraints on this project," comments Soho Square Producer Stephanie Allis. "Innovative tools, such as the Canon EOS 5D, enabled us to have both high-quality film and (thanks to its portability) the intimate director-talent connection typical of a print shoot in this spot. The creative combination of techniques in the edit contributed to its unique, modern feel." "Working on this spot was a ton of fun and an exciting opportunity to work with Stephane [Sednaoui] - I've always been a big fan," says Miller. "Stephane and his crew invited me to the set, very open to ideas and input. Some editors don't like getting involved in the production side; but with the way I work, the process was ideal - plus, with such an experimental approach to shooting a spot, it just made sense." Sednaoui shot using two techniques: some of the footage was captured at 25 frames per second; other footage was simply stills, which were then cut together in the edit room, creating an almost animated look. "The contrast between Stephane's [Sednaoui] two techniques really created a nice visual tension when we put it all together," says Miller.

Title: "Power" :30

Production Company: Believe Media
Director: Stephane Sedanoui
Producer: Pamela Pratty
Where shot: Brooklyn, NY
Advertising Agency: Soho Square
Creative Director: Maura Sullivan & Christine Kelly
Executive Producer: Maureen Philips
Producer: Stephanie Allis

Editorial Company: Company X Edit
Editor: Barney Miller
Assistant Editor: Dave Madden
Producer: Jonlyn Williams
Postproduction Facility: Company 3
Colorist: Billy Gabor
Online Editor: Randy Swanberg (Company X)
Audio Post: Audio Engine
Music Production Company: Shout It Out Loud Music