Vanity Fair - "Making Headlines"

The Richards Group

The Richards Group Dallas, United States

11608

Brand: Vanity Fair
Country: United States

Advertiser: Fruit of the Loom Inc.

Title	Making Headlines
Agency	The Richards Group
Campaign	Modern Coverage
Advertiser	Fruit of the Loom Inc.
Brand	Vanity Fair
Date of First Broadcast/Publication	2012 / 4
Business Sector	Lingerie, Underwear, Pajamas
Story	Director Margo Weathers and The Richards Group Make Headlines with Vanity Fair(R) Lingerie Supply&Demand Integrated’s Margo Weathers has just completed this brilliantly stylized spot for Fruit of the Loom’s Vanity Fair Lingerie. In “Making Headlines” we see an exuberant woman taking to the streets while Vanity Fair makes front-page news with the launch of their new Modern Coverage collection. Gleefully wearing only her confidence boosting Vanity Fair lingerie, the woman jaunts around the all-white city – a physical set that was built to be friendly, fresh, mod, and perfectly contrasting to the eye-catching color modern coverage varieties. Weathers notes, “A big challenge was creating a set that was welcoming to the crew and especially the talent. We had to create an environment that would breed happiness and be friendly enough for a woman in her intimates to realistically feel comfortable.” Weathers also says that casting was a critical issue. The approach was to find a woman who genuinely exuded sincere happiness from within. The talent had to answer a series of questions and meet criteria on certain levels of optimism.“There’s a lot of emotion I can try and evoke as a director, but happiness isn’t something I can create for someone. We were all pleased that this woman had both the inner spirit and the vivacious figure we were looking for.” About Supply&Demand Integrated: Supply&Demand Integrated is a bi-coastal production company with global representation, comprising the award-winning talents of Lucy Walker, Margo Weathers, Sean Thonson, Josh Taft, Matthew Rolston, Greg Popp, Jeffery Plansker, Robert Logevall, Matt Lenski, Tony Kaye, David Holm, Gabriela Cowperthwaite, Adrien Brody and Gary Breslin. http://www.sdintegrated.com/
Philosophy	Build a physical set to be friendly, fresh, mod, and perfectly contrasting to the eye-catching color modern coverage varieties. Also had to create an environment that would breed happiness and be friendly enough for a woman in her intimates to realistically feel comfortable
Problem	Director Margo Weathers notes, “A big challenge was creating a set that was welcoming to the crew and especially the talent." Weathers also says that casting was a critical issue. The approach was to find a woman who genuinely exuded sincere happiness from within. The talent had to answer a series of questions and meet criteria on certain levels of optimism.
Result	“There’s a lot of emotion I can try and evoke as a director, but happiness isn’t something I can create for someone. We were all pleased that this woman had both the inner spirit and the vivacious figure we were looking for,” said Weathers.
Media Type	Television
Creative Director	Ron Henderson
Creative Director	Dennis Walker
Copywriter	Sue Batterton
Art Director	Kiran Koshy
Agency Producer	Sheri Cartwright
Production Company	Supply&Demand Integrated
Executive Producer	Kira Carstensen
Director	Margo Weathers