| Title | ANTICASTING ORIFLAME |
| Brand | ORIFLAME |
| Product/Service | ORIFLAME |
| Category |
A03. Casting |
|
Entrant
|
ORIFLAME Moscow, RUSSIA
|
|
Idea Creation
|
ORIFLAME Moscow, RUSSIA
|
|
PR
|
ORIFLAME Moscow, RUSSIA
|
|
Production
|
DAGO PRODUCTIONS Moscow, RUSSIA
|
Credits
| Sandro Gelashvili |
Oriflame |
Creative Director |
| Kirill Kutalov |
Oriflame |
Creative concept manager |
| Alik Mamedov |
Oriflame |
Art Director |
| Anna Plescheva |
Oriflame |
senior manager/ pr and advertising |
| Kuba Michalczuk |
Dago production |
Director |
| Evgeniy Romensky |
Dago production |
Producer |
| Tatyana Bortnik |
Dago production |
Producer |
| Maciek Ryter |
Dago production |
Operator |
Brief Explanation
Morning. The film heroine is going to do her morning routine, looks at her reflection in a mirror and suddenly hears voices. She turns around and sees that her bathroom has weirdly turned into ?a casting studio. ?She sees members of the jury – grotesque and stereotype images of people from her everyday life: a glamorous and arrogant girl, a boss, a passive-aggressive neighbor and a cold-blooded and moralistic old woman. They discuss everything: her leg length, her intelligence, her personal life.
As the discussion unfolds, the viewer realizes that the members of the jury are all the same person – the heroine. And the jury is nothing more but a distorted reflection of other people. After the last comment by the jury, the heroine smiles, as she realizes that these judgments have no real power and she is from other people’s opinions. The heroine is back in her bathroom.?
One actress – five roles. ?The selection of the actress has been our key challenge in revealing and reinforcing the idea of an imaginary casting.
We have been looking for an actress with authentic beauty that didn't fit into the society standards. An actress whose talent and skills would enable her taking different roles easily and making the viewers believe her. A solution has come up quickly. We have chosen Irina Gorbacheva, a rising star of the Russian theatre and cinema and a self-made blogger on Instagram, a woman of an unconventional beauty that goes beyond any borders or standards, and an actress of a remarkable talent able to amplify the story with drama and attract more public attention. ?Also the first full-length film starring Irina has been released along with the campaign, so we have got on trend. ?In fact, the choice of the actress has become the message