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23 April 2021

Mirror, mirror.

by Syd Briscoe


Dove: “Reverse Selfie” - 60s

Having long established an inclusive philosophy of beauty, Dove once again tackle the scourge of low self-esteem in this hard-hitting commercial. With screen exposure at an all-time high thanks to the pandemic, the brand examine the effect social media and its filtered version of reality has on the self-image of women and girls.

Clever visual effects are essential to the film's impact, as we see the filtering process work in reverse. An airbrush here, an app-enabled tweak there—all the way down to an excess of hairspray and careful application of make-up in the real world. The subject's real age is shocking when finally revealed, and reminds audiences that however polished the online world appears, it very rarely reflects the truth.


Creative Agency: Ogilvy UK Ⓟ Ⓦ
Global CD: Juliana Paracencio
Creative: Liam Bushby / Alison Steven
Account Manager: Grace Boyle
Project Manager: Zahra Mair
Strategy: Cristina Diago
Agency Producer: Sally Lipsius / Sue Lee-Stern
Film Production: Independent Ⓟ Ⓦ
Director: Benito Montorio Ⓟ Ⓦ
Producer: Simon Eakhurst
Executive Producer: Verity White
Cinematographer: Steve Annis Ⓦ (Lux Artists Ⓟ Ⓦ)
Editor: Sam Jones Ⓦ / Scot Crane Ⓦ @ The Quarry Ⓟ Ⓦ
VFX: Phil Oldham / Lucas Warren / Tom Clapp / Carl Godwin Alvarez / Jonas McQuiggin @ Absolute Post Ⓟ Ⓦ
Colourist: Jean-Clément Soret @ MPC Ⓟ Ⓦ
Sound Designer: Munzie Thind Ⓦ @ Grand Central Ⓟ Ⓦ
Audio Producer: Mike Hill @ Grand Central Ⓟ Ⓦ

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