petal kv ppm booklet
TRANSCRIPT
PETAL KV SHOOT
PPM BOOKLET – September 15, 2010
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ATTENDEES
P&G Cemal Ozturk : ABM
Camille Ricard : ABM
Witek Solowiow : AIPM
PH – Forward International Fernando Milani : Photographer
Pavel Simbartl : Executive Producer
Tomas Nekvasil : Line Producer
LB Betty Francis : Creative Director
Yasmina Baz : Associate Creative Director
Pascale Succar : Producer
Nabil Sargi : Communication Director
Wassim Badr : Communication Executive
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SCOPE OF PROJECT
• The brand is Shamtu, a mid-tier shampoo brand in Russia. Its equivalents in CEETISA are Blendax in Turkey and W&G in the Balkans.
• We will be shooting five photos in total:
1. One main visual featuring the male and female talents. This visual will be used for large, in-store support material.
2. Two secondary visuals featuring the woman alone. These visuals will be used for magazine/print support.
3. One visual featuring a wedding bouquet.
4. One visual featuring the bottle, surrounded with
rose petals.
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APPROVED KVs
Primary KV
Secondary KVs
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Bouquet KV
Bottle KV
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KEY AREAS OF IMPORTANCE
• Dramatic hair benefit visualization: unmistakably smooth hair
• Romantic, in-love connection between the couple brought to life by their facial expressions and body language
• For the third visual: She should come across as a confident and assertive woman, driving her quality of a smart shopper
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REFERENCE FOR CHARACTER INTERACTION IN PRIMARY VISUAL
Disclaimer: The above reference is only for the couple’s interaction and NOT for the hair as this visual utilizes extensions and retouching.
HEADLINES Primary Headline: Unmistakably smooth hair
Secondary Headline: As thick as leading shampoos
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APPROVED CAST Chiara Sorru
Gavin Dunne
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PACKS Chamomile Variant
Shamtu Blendax Wash & Go
(Blue bottle / Different Label)
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ALIGNED CPS
Petal CPS
Date Deliverable Monday, September 13, 2010 Tuesday, September 14, 2010
Wednesday, September 15, 2010 Pre PPM Thursday, September 16, 2010 PPM
Friday, September 17, 2010 Preparation - Chiara Saturday, September 18, 2010 Shoot Chiara+ preparation Gavin Sunday, September 19, 2010 Shoot Chiara & Gavin
Monday, September 20, 2010 Selections of Photos/Alignment on
Final Photo
Tuesday, September 21, 2010 Retouching
Wednesday, September 22, 2010 Retouching
Thursday, September 23, 2010 Retouching
Friday, September 24, 2010 First KV Submission + Feedback
Saturday, September 25, 2010
Sunday, September 26, 2010
Monday, September 27, 2010 Retouching
Tuesday, September 28, 2010 Retouching
Wednesday, September 29, 2010 Final KV Submission + Approval
Thursday, September 30, 2010 Launch Artwork
Friday, October 01, 2010 Upload Final KV
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WARDROBE – BRIDE –WEDDING DRESS Option 1 (svatebni saty 4)
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Option 2 (Jesus Peiro)
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Option 3 (164)
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Option 4 (165)
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Option 5 (new_238)
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WARDROBE – BRIDE – JEWELERY
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WARDROBE – TOP (secondary KV with pack)
brief reference:
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WARDROBE – GROOM - SUIT
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WARDROBE – GROOM - TIE
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WARDROBE – GROOM - BLINDFOLD
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RINGS
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PROPS - BOUQUET
Agreed that the blue flowers should be more spread in the bouquet and not all ‘bunched together’.
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PROPS - PETALS
artificial
real natural