2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

Our edits feature a young lady traveling through a monochromatic world highlighting how radiant her clothes look in every situation. Each scene is representative of a situation: at home, at work, at a coffee shop with friends, or at the gym. In the color edit, as soon as she steps in a space, her clothes’ bold and bright colors stand out by contrasting the aesthetic set. Every space is designed conceptually with monochromatic colors that highlight the contrast with the colorful outfits our lady is wearing. In the freshness edit, we follow the lady into action-packed situations highlighting how her freshness motivates her to keep moving forward. Ariel’s new Platinum Line Extension gives you cleanliness that radiates colors and freshness. The film ends on a washing machine demo that shows the product in action and our hero celebrating her clothes’ bold colors and fresh scent.

Cultural / Context information for the jury

In a conservative society like Saudi Arabia, given the social and cultural constraints and challenges women face to stand out, we created a surreal parallel monochromatic world where a young lady feels empowered throughout her day in every situation. Her clothes bright colors and fresh scent give her the confidence she needs to stand out, while still respecting the cultural norms of the country.

Tell the jury about the production design / art direction. You may wish to comment on choices, challenges or effects.

Edgy. Bold. Contemporary. Distinctly modern. We wanted an art direction that aesthetically entices, captures the audience's attention, and differentiates Ariel Platinum from our main collection and also from other brands. The studio sets were based on minimalistic props and geometrical backdrops so the attention stays on our main models and their garments. The background environment consisted of single colors and our talents stood out against the backdrop without blending in. In a nutshell, the end result was a collection of rich visual imagery that helped bring the main idea to life.