Palmer’s Film Dance by Blonde + Co

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Dance

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Industry Skin Care
Media Film
Market United States
Agency Blonde + Co
Director Cueva Andrea
Associate Creative Director Cueva Andrea
Creative Director Grey Zisser
Released March 2017

Credits & Description

Client: Palmer’s Cocoa Butter
Project: “Dance”

Agency/Production/Post: Blonde + Co
Creative Director: Grey Zisser
Associate Creative Director: Cueva Andrea
Director: Cueva Andrea
Cinematographer: Claudio Rietti
Producer: Victor Larue
DIT/ AC/ Editor: Glenn Chocky
Make Up Artist: Carmindy
Hair: JP Ramirez
Co-Producers: Jennifer Susswein Jeter, Amanda Greenhagen
Production Coordinator: Natalie Gee
PA: Eric Bellomo

Music: “On The Inside” (licensed track)
Composer: Martin Felix Kaczmarski
Publisher: Audio Network Limited

Synopsis:
Palmer’s Cocoa Butter Taps Blonde + Co For A New Campaign
Content Studio Drives Bold New Creative Approach For Brand With “Dance” Airing On National Broadcast TV
NEW YORK, NY -- Blonde + Co, the award-winning creative agency/content production studio led by company Founder and CEO Julie Stahl, was tapped by Palmer’s Cocoa Butter to create a spot that reinforces Palmer’s heritage as the number one cocoa butter brand, as well as educate the benefits of cocoa to a new generation of users.
The client came to Blonde with a brief to create a spot designed to increase Palmer’s Cocoa Butter awareness. “After collaborating with them on getting the messaging, we pitched a concept and Palmer’s immediately loved it and wanted to move forward quickly,” Victor Larue, Blonde + Co Account Director says. “What helped make it possible was to have all the right talents at Blonde + Co, from the creative team, to our production studios, as well as our editorial and post capabilities.”
Set to a pulsating techno soundtrack, “Dance” takes a unique approach depicting a group of dancers performing in front of a series of graphics that describe Palmer’s Cocoa Butter key benefits such as “heals,” “softens” and “hydrates.” At different points in the ad the dancers are shown in split-screen with key ingredients such as cocoa beans, cocoa butter and the packaging itself mirroring the dancer’s movement. The spot ends with the Palmer’s logo and the tagline “the nature of you.”
“Our skin is the most tactile part of our bodies; it covers and surrounds our entire self and holds us together,” Blonde Associate Creative Director Andrea Cueva, who also directed the ad, says. “We wanted to express that healthy, glowing skin makes you look and feel confident. The objective was to connect on a more emotional, human level between the Palmer’s and the consumer.”
As a former professional dancer, Cueva notes that after applying the product on the set, she directed the dancers to improvise, expressing their emotions through movement.
“Dance is a very emotional art form and it was important to focus on the feelings we wanted to evoke,” Cueva says. “I explained to them that I was looking for a more abstract, human approach, less technical. In the end, each dancer expressed those emotions in their own way, which gave us a lot of footage to work with. Claudio Rietti, our Director of Photography, was able to to match the movement of the dancers with fluid camera movements that brought you into their world.”
Dalia Levi, Palmer’s Director of Digital Marketing, adds, “We love the creative energy and passion that Blonde brings to the table and how they beautifully bring concepts to life. The spot hit on what we wanted to communicate -- Palmer’s Cocoa Butter is a trusted brand that gives you healthy, sexy skin that makes you feel confident from inside out.”