The Sweet Shop’s Brendan Heath directs L’Oréal Paris tvc with Fan Bingbing via McCann Shanghai
Premier fashion and beauty director Brendan Heath was recently tapped by McCann Erickson, Shanghai and L’Oréal Paris to help launch Multi Repair 5, the cosmetic company’s newest product in their famed hair care line.
Entitled “5 Reasons,” the spot features international film star Fan Bingbing in an intimate one on one conversation in which the actress praises the product’s five key benefits as the camera playfully explores its effect.
Using an advanced hydraulic rig, Heath was able to highlight and manipulate Bingbing’s trademark locks without the use of wind. This revolutionary technique, which the director invented himself, helped infuse the starlet’s hair with a personality and elegance previously unseen in traditional beauty work.
Says Heath: “I’ve always enjoyed collaborating with L’Oréal. I feel lucky because they give me a lot of artistic freedom. Fan Bingbing is a unique woman and definitely one of my favorites. She is a classic beauty with a very modern aesthetic and full of surprises. I found myself constantly pulling back because she’s so effortless and fun to shoot.”
“5 Reasons” marks the seventh collaboration between L’Oréal and Heath.