I don’t know why, but I’m kind of bothered by writing this post because of the personal aspect involved. Let’s start at the beginning. A few months ago,EstéeLauder
contacted me to make a clip on intuition, one of the brand’s values. I had no idea that before becoming a brand and a cosmetic group that makes miracle creams and my mother’s perfume, it was a woman, a true visionary... Estée Lauder, (what a beautiful name) was responsible for stores giving out samples, brands choosing muses, the first cosmetic line for men and the Serum. Speaking of the Serum, Madame Lauder, during the 80s when the entire cosmetic world was coming out with little jars of pastel pink, ecru ou blue cream, she decided to think out of the box and make a serum in a brown bottle with a pharmacy dropper. All her investors and collaborators threw a fit, expecting a commercial failure, but she went with it anyways. And well, her brown bottle is still on bus shelters, the famous Advanced Night Repair has an unparalleled success. She’s an exemplary model of a visionary woman who wasn’t afraid to follow her intuition.
Anyways, that’s how I interpreted their brief: “we’d like you to illustrate intuition, showing it through a video”. I blushed. I love the video but I’m not really a director. While working on it, I found out that friendship is also one of the brand’s values. I thought that the best person to help me on the project was Mai Hua
, of course, my director friend that can make me laugh while crying.
So here we are, both of us writing the short film, pingponging ideas off each other like we do best, analysing the subject, and having a good time because in the end, that’s what’s best: having fun while working!