Ackermans - Lingerie

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For the Ackermans lingerie video campaign, we where approached to create a video that showed different Women’s body types in an open and appealing way to the female buyer, a video that would show a varying group of South African celebrities who are proud to express themselves and the feeling they have within lingerie, normally a very personal thought or feeling. Through consultation with each of our woman we discussed our approach, which was to invite them into a shooting space where they felt free to express natural movement, showing their own personal emotion when purchasing or wearing the Ackermans lingerie line. We created a studio environment that was private, upbeat and easy to express oneself, during the process I chose to channel with my direction and collaborate with the choreographer Natalie Fischer who worked closely with our stars on set, making them feel comfortable and guiding the movement with our woman on set. We also spent time before the shoot introducing our female celebrities to the concept, getting their feedback and hearing their concerns, an element often ignored when asking people to naturally express themselves on camera. I think with this, our exceptional styling and make up team, plus the incredible production from Ola films made for a rhythmic honest output within the video, with full buy in from our cast. Additionally the process and behind the scenes as well as a series of interviews where captured in a short documentary directed by Cassandra Nunan from Ola, she pried deeply into a topic she was personally interested in and related too, creating a honest projection of the process and situation, which validates the experience and process had by our female stars.

Directed by Chris Saunders
Produced by Ola Films
Executive Producer Olivia Leitch
Producer Brian Critchfield
Edited by Josh Borrill (Post Office Post)
Grade Josh Borrill (Post Office Post)
DOP. Deon van Zyl
Choreographer / Movement Coach. Natalie Fischer

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