Our hero woman needs to be a modern dynamic woman. She must exude confidence while at the same time feel close and familiar to the viewer.
Our goal is to be premium in all aspects of our visual language, but not distant or cold. As such, we must find a woman that is both attractive, elegant yet which can remind the viewer of someone they know and care about. The viewer needs to identify with this person, otherwise they will feel the product is not for them.
The benefits of portraying our story in an elegant premium way is that it positions the brand and the product at the cutting edge. The risk, if not done well, particularly when casting is concerned, is that we overshoot our target and reach beyond the aspirational nature of this project.
Our elegance comes from how we present the images, and how we showcase the product’s uses, but in doing so in a inclusive way, we invite the viewer to live the life we are presenting.