Thank you for thinking of me for this inspiring project and thanks for jumping on a call to run me through the thinking behind the campaign. I’m excited.
The concept, the brand, and the products are all things I believe in whole-heartedly. I’m a Boots Girl and I have been for a long time.
Because Boots makes products that work. It’s accessible as a brand, and more than that, the messaging always cuts through all the other clutter usually associated with cosmetics and beauty.
Here we get to take it a step further, connecting the iconic Boots No7 with our target audience in a confident, inclusive, modern, and empowering way. We do this by reflecting back those qualities—which all already exist within our target audience—without any hint of retouching, fakery, or unattainable expectations.
This is a campaign that recognizes people just like me. It speaks to us without expecting us to be (or even want to be) over-perfect 20-year-old models.
I think it’s an iconic and wonderfully disarming concept. The film we craft from it deserves to be iconic and wonderful too!
We do this with dynamite casting, stunning cinematography, great music, and most of all ELEGANT SIMPLICITY.
Let’s craft a powerful and joyous examination of the true meaning of beauty.
Here’s how I suggest we do it:
We aren’t claiming that Boots No7 is here to ‘fix’ your imperfections. That’s not the point. Boots No7 helps you make the best of your perfect imperfections, to feel great about your own unique self. Like a secret weapon (or even a cherished friend) that understands you for who you are and encourages you to love and celebrate yourself.
We’re capturing a very intimate and personal tone. The attention to detail and purity of intention needs to inspire and inform all of our decision making.
The top priority becomes casting. This will be a much more involved process than usual…and I’m already well known for being meticulous with casting!
The next priority is stunning cinematography. Being so close up and intimate on our talent and featuring such a wide range of skin tones means that we need to be meticulous with this side of things too. Just as with our casting, authenticity is everything in terms of the visual style. The imagery needs to look and feel just as gorgeous AND as genuine as our talent.
I also think that music will help to really lift the storytelling and bring out an emotional reaction from our audience. I’m excited to collaborate with you and share songs and playlist as we move forward through the process.
Which brings us to the process. For me, this is always such an important consideration. Small details really matter, particularly when we are up so close on the talent. Feeling great in the skin you are in isn’t something that can be faked, so for our on-screen talent to exude confidence we need to be extremely thoughtful about how we guide them through the entire process. This is something I’ve developed a knack for through years of non-fiction filmmaking. And fortunately, it’s not magic. It’s craft. And again, every detail matters.