Elasten is an innovative natural long-term beauty treatment. As category leader in Germany, Austria and neighbouring countries, the brand puts much emphasis on the quality of its advertising and content. This project was no exception, a co-creation of a three-year worldwide campaign with a number of edits and versions for different channels and markets.
Working closely with the client and New York production partners Time Will Tell Films, we worked out an approach to creating an original song for Elasten. To capture the elegant 1960s mood of the brand’s visual approach, we composed ‘Your beautiful truth’. Collaborating with a leading horn arranger known for his period feel, the full brand arrangement was recording, using vintage instruments and original 60s recording equipment. The director also asked us to create a contrasting modern sound design for the opening shots that captured the sophistication of the brand before the retro soundtrack kicked in. The challenge here was to make this segue seamlessly into the music.
The TVC is airing on prime time German and Austrian TV channels, supported by on-going social media campaigns and content. It is also the centerpiece of the brand’s website.
