Title	SERIOUS ABOUT BEAUTY
Brand	PERRICONE MD
Product/Service	SKIN CARE
Category	A01. Direction
Entrant Company	AMSTERDAM WORLDWIDE, THE NETHERLANDS
Advertising Agency	AMSTERDAM WORLDWIDE, THE NETHERLANDS

Name	Company	Position
Richard Gorodecky	Amsterdam Worldwide	Executive Creative Director
Annemarie Semeijn	Amsterdam Worldwide	Producer
KaMing Kho	Amsterdam Worldwide	Account Director
Diti Katona	Concrete Design	Chief Creative Director
John Polypczak	Concrete Design	President
Ty Whittington	Concrete Design	Creative Director
Richard Gorodecky	Amsterdam Worldwide	Director
James Miller		Director Of Photography
KaMing Kho	Amsterdam Worldwide	Production Company Account Manager
Annemarie Semeijn	Amsterdam Worldwide	Executive Producer
Ira Brooks		Local Producer
James Miller		Editor
Niels Den Otter	Audentity Music/Sound	Music Composer

The Campaign

Set in New York City, this intimate film follows a day in the life of the scientific rebel, Dr. Nicholas Perricone. A board-certified dermatologist, nutritionist and best-selling author, he tells us, in his own words, about his convention-defying work, his beliefs, and his mission in life. Beginning with sunrise, we follow Dr. Perricone through the key moments of a typical day: researching in a library, consulting a client and giving a presentation. These scenes are punctuated by beautiful portraits, like moving photographs, of NYC women. Through spoken narrative, Dr. Perricone shares his philosophy on aging beautifully, his passion for science and nutrition, and his pioneering approach to beauty. This is not simply a film about what Dr. Perricone stands for; it is a film about what he stands against.

Creative Execution

There are many stories about the controversial scientist Dr. Nicholas Perricone, but none told by the man himself so it was important for it to be told in his own words. Through a series of audio interviews, we created a narrated spine for our film. Edited to not just tell the story of what Dr. Perricone stands for, but equally about what he stands against. The constant theme in his work is time; slowing it, halting it and defying it. So we attempted ‘filmically’ to do the same. The film runs almost defiantly in slow motion. The narrative journey travels from past, to present, to future, and the entire story is told symbolically within a single day. As light is our most fundamental measurement of time, we played with it in a number of ways. We employed a technique called Lens Whacking that allows small amounts of light to bleed behind a handheld lens, creating beautiful flares and distortions of focus. Whenever possible, we shot directly into light sources and used the flares created as transitions. Through a number of directorial techniques we tried to create a homage to time in all of its forms and to Dr. Perricone’s work.