Title | RESHOOT GRADUATION PHOTO |
Brand | CHANDO |
Product / Service | SKINCARE AND COSMETICS LINE |
Category | A01. Direction |
Entrant | STINK Shanghai, CHINA |
Idea Creation | OGILVY SHANGHAI, CHINA |
Production | STINK Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Chee Guan Yue | Ogilvy Shanghai | Group Executive Creative Director |
Fiona Chen | Ogilvy Shanghai | Group Creative Director |
Zoe Young | Ogilvy Shanghai | Copywriter |
Xiulu Chua | Ogilvy Shanghai | Art Director |
Xiulu Chua | Ogilvy Shanghai | Art Director |
Kate Yung | Ogilvy Shanghai | Vice President |
Wing Pan | Ogilvy Shanghai | Business Director |
Kimi Wu | Ogilvy Shanghai | Account Director |
Yolanda Zhou | Ogilvy Shanghai | Account Manager |
Chris Lu | Ogilvy Shanghai | Agency Producer |
Law Chen | Stink Films | Director |
Desmond Loh | Stink Films | Managing Director |
Louise Kwan | Stink Films | Executive Producer |
Julie Chen | Stink Films | Producer |
Iris Li | Stink Films | Production Assistant |
A Hong | Stink Films | 1st AD |
Albert Salas | Stink Films | Director Of Photography |
Yun Zhi Yu | Stink Films | Gaffer |
Vince Huang | Stink Films | Art Director |
Jian Lin Chao | Stink Films | Prop Master |
Shu Feng Yang | Stink Films | Location Manager |
Iris Li | Stink Films | Casting Director |
Damian Huang | Stink Films | Stylist |
Virginia Chen | Stink Films | Make-up Artist |
Duan Mu | Stink Films | Editor |
Nikola Mrdalj | MPC | Colorist |
Eighteen-year-old supposed to be the most beautiful/active/energetic age in one's life; however, looking back at the graduation photos of high school in China, students face all look indifferent/dreadful due to the tremendous pressure under college entrance examination. Chando skincare and cosmetics line gives these students a second chance on re-shooting their graduation photos, and to become who they truly are in the graduation photos and not holding back. In this way, the campaign and the film can live up what Chando branding has been telling the audience, "You are beautiful in your nature".
The idea from the creative agency is clear and simple, they want some freshness mix into the documentary, and stay close to what the branding message as well. They are totally open to the director's treat. In the script process, our director proposed to combine dancing which represents the energy of the young generation, as well as all the pop culture this young generation have. In the casting process, it is rather difficult since we are casting among the real high-school graduated students and looking for those who are not afraid of being themselves in front of the camera. Gladly, the director built a connection between these young talents and encouraged them to be who they are in front of the camera; hence, we were able to capture these beautiful moments.