The new campaign for Boots No. 7 Lift & Luminate Serum is out now. I designed the 60-second commercial and it features a large studio set designed for a dance performance and built at Black Island Studios, London, for Tomboy Films. Tom Harper directed (War & Peace, This Is England ’86) and Wayne McGregor choreographed the new piece. The ad uses an in-camera hologram system supplied by Musion as 52-year old ballerina Alessandra Ferri dances with herself aged 19. The set design focused on a traditional painted scenic backdrop – an honest approach to filming in a large sound stage. A scenic artist with an assistant spent 5 days painting the 77m long x 9m high cloth with two striking abstract triangular marks that look like giant charcoal lines.
Here’s a selection of images that show the design from conception, pitch, model and realisation:
Then came the model which shows the hologram system supplied by Musion, and concept visuals for the client & agency pitch:
Stills from the shoot: