Newly signed Sweetshop Director Simon Cracknell is behind a new commercial for Pantene from Grey Hong Kong.
Sweetshop新籤約導演Simon Cracknell和Grey Hong Kong合作，執導潘婷新廣告。
Shot in Shanghai, the film opens on an elevator mirror reflecting a woman’s image. Led by the strength of our heroine – Wang Ju – a nuanced, subtle performance captures the familiar attitude of feeling uninspired and low energy on the way to work.
這條廣告片在上海拍攝，影片開場是電梯的鏡子映射出一位女士的影像。在主人公王菊的引領下，用微妙的手法捕捉一種熟悉的感覺：上班路上的無聊和低落的情緒。
Her reflection is a strong sharp boost of energy, revealing her impeccable hair and triggering her 「Never Off」 mode that lets her be unstoppable day or night. Echoed by her reflected self, we see her energy start to rise as she interacts with her reflection. Until the moment when their roles are swapped and she becomes the engaged, energetic one - full of life and ready to take on the day ahead.
王菊的反射影像充滿能量和活力，展現了她無可挑剔的秀髮，引發了「Never Off勢不掉線」模式，讓她無論在白天還是夜晚都勢不可擋。在反射影像的引領下，我們看到她的活力開始增強。直到他們角色互換的那一刻，王菊變得精力充沛，活力無限，準備好迎接嶄新的一天。
Simon said, 「We wanted these films to be a beautiful tribute to modern women. To take the viewer close into the experience of the characters, while we depict them in high quality visuals, ensuring that every shot is a rich portrait full of captivating colour, detail and texture.」
Simon說:「我們希望這部影片能向現代女性致敬。為了讓觀眾對主角的經歷感同身受，我們以高質量的視覺特效來展現，確保每一個鏡頭都是一幅肖像作品，充滿迷人的色彩、細節和層次.「
Simon joined Sweetshop for representation in Greater China in July this year. An award-winning director and photographer for over 15 years, he grew up in London. His naturally relaxed and engaging style, performance-led visuals and keen attention to detail have been employed on campaigns for Coca-Cola, Schweppes, Johnson’s, Pantene, Citibank and Nike among others. He has been awarded at Cannes, BTA’s, D&AD’s, Adfest and Kinsale and has shot celebrities including Pierce Brosnan, Wayne Rooney, Jamie Oliver, Raine Yang and Rosamund Pike, as well as numerous television personalities.
Simon於今年7月加入Sweetshop，成為大中華地區獨家籤約導演。Simon出生於倫敦，已經從事導演和攝影師工作15年，並榮獲諸多獎項。他自然放鬆、引人入勝的風格，以表演為導向的視覺效果以及對細節的敏銳把控，在諸多作品中得到完美呈現，其中包括可口可樂(Coca-Cola)、怡泉(Schweppes)、強生(Johnson’s)、潘婷(Pantene)、花旗銀行(Citibank)和耐克(Nike)等品牌廣告。他曾在坎城、BTA、D&AD、Adfest和Kinsale電影節上榮獲獎項。Simon和諸多名人有過合作，包括皮爾斯·布魯斯南、韋恩·魯尼、傑米·奧利弗、楊丞琳和裴淳華等等。
To work with Simon contact
Lgeagea@thesweetshop.tv
想和Simon合作嗎？
請聯繫Lgeagea@thesweetshop.tv
Credits | 特別鳴謝:
Brand品牌: Pantene
Agency廣告公司: Grey Hong Kong
Chief Creative Officer首席創意官: Michael Knox
Group Creative Director首席創意官: Hans Ibrahim
Agency Producer廣告公司製片: Maggie Ng
Agency Post Production廣告公司後期製片: Chye Yee Chow
Account Manager客戶經理: Frankie Lo
Production Company製作公司: Sweetshop Shanghai
Director導演: Simon Cracknell
Producer製片: Anson Gil, Alen Sun
Managing Director & Executive Producer客戶總監&監製: Laura Geagea
DOP攝影師: Simon Hau
Art Director美術: Ting Ting
Post Company後期製作公司: Ping Pong, Hong Kong
Offline Editor粗剪剪輯師: Teddy Mak