Sisley Phyto-Touche Online Commercial

Sisley Phyto-Touche Online Commercial

Sisley Phyto-Touche Online commercial is a distinguished advertising film production that exemplifies innovative approaches in cosmetic product presentation through its unique blend of practical effects and artistic direction. Created under the artistic vision of French art director Sylvain Borgarino, this commercial stands out for its commitment to utilizing exclusively real light effects and practical set design, departing from the conventional 3D-rendered approaches typically employed in beauty product advertising. The production, which garnered a Golden A' Design Award in the Movie, Video and Animation Design category, demonstrates exceptional craftsmanship in its execution of real-time lighting effects and sophisticated set design. The 41-second commercial, produced with strategic budget constraints, showcases remarkable ingenuity in achieving high-end visual effects through practical means, such as the innovative use of water reflections created by manually manipulated water bowls above the set. The artistic direction draws inspiration from still-life photography, emphasizing meticulous attention to composition, color harmony, and lighting techniques. This approach results in a sensory-rich visual experience that effectively communicates the product's sun-kissed aesthetic qualities. The commercial's distribution strategy encompassed multiple platforms, including social media channels and in-store displays, with versions produced in both French and English, alongside gif loops featuring key moments from the main film. The project, completed in 2017, represents a significant achievement in commercial videography, particularly notable for its successful marriage of technical constraints with artistic vision, earning recognition from the A' Design Award for its innovative approach to beauty product presentation.

online commercial, cosmetic advertising, practical effects, set design, artistic direction, beauty product presentation

— Adam Dawson