Dark And Lovely Gets 'Bigger Than Breakage' In Spot By Scarlett

New York-based full service design studio Scarlett (a member of the Lively Group of creative companies) worked closely with ad agency Publicis Kaplan Thaler to create a colorful and changeable world in “Bigger Than Breakage,” a new television spot for SoftSheen-Carson’s “Dark and Lovely Au Naturale Anti-Breakage Recipes.”  The spot launches this month.

The entire Scarlett team played an integral and crucial role at every stage of making “Bigger Than Breakage,” from concept to completion, including design, live action, VFX supervision and all post production and finishing.   Initially inspired by the product packaging, Scarlett artists dove deep into the Aquarelle technique to create a gritty urban landscape that washes itself in pastel watercolors and designs as the young woman moves through it.  

The designs were created and animated in 2D.  The imagery was then layered to convey significant depth and parallax while blending the live action and character worlds.  Final beauty retouching was added with an eye that Scarlett's clients have come to rely on for their beauty finishing.  

The completed spot conveys a uniquely vibrant world that simultaneously contrasts and augments a bold and beautiful young woman that resolves to a perfectly balanced, delicately powerful look and feel.

Credits

Client: SoftSheen-Carson

Spot Title: “Bigger than Breakage”

Product:Dark and Lovely Au Naturale Anti-Breakage Recipes

Agency: Publicis Kaplan Thaler

SVP, Group Creative Director: Josiane Ohana

VP, Creative Director: Jana Jarosz

VP, Assoc. Creative Director: Laronda Davis

Chief Production Officer: Lisa Bifulco

Dir. Of Broadcast Production: Nadia Blake

Executive Producer: Jennifer Guliner

Business Manager: Erin Milhaven

EVP, Group Account Director: Linda Joselow

VP, Account Director: Tanya Hill

Asst. Account Director: Mary Grace Roxas

Production Company/Director: Scarlett

Design/Animation: Scarlett

Beauty/Finishing: Scarlett

EP, Managing Director: Wendy Brovetto

Editorial: BlueRock NY

Editor: Noelle Webb

Assistant Editor: Scott Zeitlen

Producer: Amy Selwocki

Colorist: Tim Masick @ Company 3

Music House: Volition

Composer: Wendell Hanes