SIZZLE is a director's cut from the production highlights of Cantu's My Curl. My Cantu. digital campaign. The campaign included 57 deliverables in three languages: English, French, and Spanish. The content focused on how-to applications for textured hair. Production involved two sets in one studio, a greens set for lifestyle sequences, and a color pops set for instructional content. Cantu_Teaser_040919

Dr Teal’s Epsom Salts “Uplift”

Soothe tired muscles and uplift the mind.

A collaboration with The Sasha Group. Leif directed bite-sized ads for Dr Teal’s® bathing products. The social campaign of :06s and :15s brought an elevated look that wowed the brand.

Film still of African American female talent sleeping in commercial for Dr Teal's Sleep Lotion directed by Leif Ramsey.
Product shot for Dr Teal's sleep products in commercial directed by Leif Ramsey for Vayner Media.
Female talent relaxes in bathtub in commercial directed by Leif Ramsey for Dr Teal's Pure Epsom Salt soaks.
Product shot for Dr Teal's Pure Epsom Salt and Body Lotion in commercial directed by Leif Ramsey.

How I Elevated the Spots:

  • Skin is semi-translucent; we used big lighting fixtures so that skin would glow.

  • We shot on the same lenses that Roger Deakins used for the movie “1917” — ARRI Signature Primes — creating a light, airy look with smooth skin tones and no distracting flares.

  • Adding atmosphere softened the light and gave a warm, alive feel, even in still-lifes. 

  • To make skin tones pop and natural textures come to life, we simplified color palettes in the locations, set dressing, and wardrobe.

  • Kept the camera in motion and featured background action in product shots.

  • Edited on set, so we could make tweaks and refinements to the final edits in real time.

BOUNCY DEFINED CURLS is one of 57 deliverables in three languages: English, French, and Spanish. The videos are a global refresh for Cantu's "My Curl. My Cantu." digital campaign. The content focused on how-to applications for textured hair. Production involved two sets in one studio — a greens set for lifestyle sequences and a color pops set for instructional content. [Cantu_BDC_60_English Final]

Director’s Treatment

BY LEIF RAMSEY

Leif Ramsey's directors treatment for Dr Teal's spots.
Overview slide in Leif Ramsey's directors treatment describing overall tone and connection to the project for Dr Teal's.
The Creative Ethos slide talking about the brand's aesthetic and feel.
Mood board for the vibes that we'll create with the commercials for Dr Teal's.
Play-by-play description for the first 6-second script for Dr Teal's Melatonin Sleep Soak.
Play-by-play description for Dr Teal's second 6-second spot for their Melatonin Sleep Soak.
Lighting slide talking about how we can use lighting to enhance the actors skin.
Ideas slide for other visual and performance techniques that we can try on set.
Locations slide describing the look and feel of the set that we would use for production.
Set Dressing and Wardrobe slide talking about the styling of the set and clothes that the talent will wear.
Talent slide describing who the key brand archetypes and featured characters that we'll cast.
Music and Sound slide describing the sound scape for the finished commercials.

Snaps from Set

Can you see the passion for excellence in my eyes?

Leif Ramsey directing the camera on set alongside DoP Chris Stiles for the production of Dr Teal's bathing products.
Director Leif Ramsey with agency creative lead on the set of Dr Teal's commercials.
Chris Stiles operating camera with female talent in bathtub for the production of Dr Teal's commercials.
DoP Chris Stiles operates camera as Mom and Child talent interact in the bath with Dr Teal's bathing products.
Behind-the-scenes shot of African American female talent sleeping for scene in Dr Teal's commercial.
Behind-the-scenes photo of female talent working out in elevated living room space while camera team captures the action for Dr Teal's commercial.

Next: Cantu Beauty

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