#MYATTITUDE CAMPAIGN

Beauty is an attitude, it is not a look, not connected to norms. We brought the diversity campaign #myattitude to live in a film redefining beauty as exactly that. In a global rollout of campaign films, social media assets, and behind the scenes material, more than 200 moving image assets in various languages came to live on screen, in magazines and printed OOH. The campaign gave an established, classic beauty brand a modern and diverse image and is still relevant among the younger target group.

Agency: Avantgarde

Role: Creative Lead moving content, Screen Writing & Film Direction (pre- on and post-production incl. music composition supervision)

Crew:
Producer: Michael Retzer & Johannes Hutner
1st AD: Holger Borutta
DoP - Lorenz Weissfuss
SteadyCam - Alex Förderer
1st AC - Florian Neuner
2nd AC - Dunya Hosnofsky & Anna Scherdi
Digital Imaging Technician: Emanuel Engels
Camera Stage: Thomas Appel
Styling: Eve Sand & Anna Busch
Gaffer: Christoph Blase
Best Boy: Quirin Hubwieser
Light Technicians: Gabriel Pecuch & Claus Mayan
Make Up Artist: Alex Lex
Colors: Nicholas Coleman
Sound: Jason Mosche

Timeline: 6 Months from concept to roll out