VELA — 6s Vertical

Started from

Brief

One person only, in one place, for the whole ad — she is on screen from the first frame to the last and never disappears. The lipstick actually touches her lower lip and her hand actually holds the black case. Waist-up framing throughout; never a tight close-up of the face. The case is already open in the first frame and is never opened or closed. The VELA serif lettering stays exactly as in the photo — white capitals running down the glossy black case. Nothing else in the frame is red; only the lipstick and her lips. Cut 1. A woman in a plain black top stands close to the camera in a dim studio, shown from the waist up, looking straight into the lens the way she would look into her own mirror. She raises an open VELA lipstick, the glossy black case turned so the white VELA letters face the camera, and draws the deep red across her lower lip. She presses her lips together once, lowers the lipstick and lifts her eyes back to the lens. A calm voice says: "VELA. Your red."