The Creatives Room

Avon // Overpromises Director's Cut

Brand: Avon · Agency: Santo · Year: 2022 · Medium: video

A cinematic night-street frame in 2.39 letterbox: a woman in a cream fur stole and pale slip dress strides across wet asphalt in heels, caught mid-step in the centre of the road. She is backlit and rim-lit by a wall of car headlights - a taxi dead centre, dark saloons either side - all with beams flaring straight into the lens, while atmospheric smoke drifts through the upper frame. The street behind is stripped to silhouettes, a shuttered facade, railings and a bicycle at the left edge. Grade is cold, near-monochrome blue-black with the headlights as the only bright value. Every element is a

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