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STARTFilms’ male skincare and guns｜启李广告打响男士护肤的一枪

Brands in China don’t have hard time convincing men in importance of a skincare routine. Especially L’Oreal, one of the three top players of male beauty market, which reportedly has been increasing at an average annual rate of 13.5% in China. Far higher than the global average annual rate of 5.8%. Chinese men know their skincare, love their skincare and have expanding choices with local brands joining the action, ambitious to take over established names. Determined to win the wallets and attention of consumers, brands come up with unusual, inventive commercials, like the latest by L’Oreal and Call of Duty mobile (CODM) collaboration.

在中国，护肤品牌鼓励男士们注重自己的皮肤管理并不难。特别是欧莱雅，作为男性美容市场的三大巨头之一，据报道其在中国的平均年增长率为13.5%，远高于5.8%的全球平均年增长率。中国男性懂护肤，也爱护肤，还乐于尝试新品牌，这使得本土品牌在近年来也逐渐羽翼丰满，跃跃欲试地想要挑战一线大品牌的地位。为了争抢男士们的钱包，品牌们开始发散思维，试图用别出心裁的广告来博得更多的关注，比如近日欧莱雅与使命召唤手游梦幻联动的广告大片。

The two-minutes film, executed singlehandedly by START Films from creative idea to production, is deceivingly chill at the beginning. Only when the main character picks up his phone to play the game, does the action pour onto the screen. The intense battle ends on a humorous note as he literally blinds his teammates with his shiny skin. This spot is not the first time START Films doubles as agency and production house. Which according to the director/creative director Xiao Zhengnan, allows them to “reduce steps in the process, make perfect connection in the execution part, and overall benefit the creative work” L’Oreal, who initiated the collaboration with CODM, wanted to present the new facial cleanser, highlighting the ‘real” amino acids. Having gamers in the production team helped START Films to turn the original conceptual brief into a detailed commercial that combined skincare and gaming organically in a witty way.

这部时长两分钟的影片，由START Films启李广告独力执行，从创意到制作，影片的一开始有意让观众进入一种放松的状态。只有当主角拿起手机玩游戏时，精彩的枪战才仿佛身临其境般进入他的生活。这场激烈的战斗以搞笑幽默的调侃结尾，男主竟然真的用他“油亮”的皮肤坑瞎了自己的队友。这并不是START Films第一次兼任代理与制作公司。而本片的导演兼创意指导肖正男认为这正是START Films 的优势所在：“这降低了沟通成本，让我们能够在执行部分做到完美的连接，在整体上更有利于创意工作。”而欧莱雅发起这次与使命召唤手游合作，主要是想要为一款新洗面奶造势，重点突出成分中“真正的”氨基酸。在制作团队中的真实玩家帮助START Films将最初的概念概要变成了一个详细的广告方案，以一种巧妙的方式将护肤与游戏有机地结合在了一起。

The overall shooting took 27 hours, and the team spent 4 hours challenging the long-take, which was an improvisation. Xiao Zhengnan explains the decision to go with  long-take at the beginning: “First of all, it is considered from the rhythm of the overall film. Through a relatively relaxing but detailed long shot at the beginning, we reflect the compactness and tension of the gunfight, forming a strong sense of contrast, and show the differences atmosphere and sense between the real world and the gunfight world. We initially wanted to use the montage to explain the environment and the characters. But when the scene was displayed by Production Designer, it surprised me. After discussing with the DOP, I felt that I had the opportunity to challenge the method of using one shot to show this content. This eventually became a visual highlight of the film”.

整个拍摄用时27个小时，其中4个小时用来挑战了一个即兴的长镜头。肖正男告诉我们影片采用一个长镜头开场是因为：“首先是从整体的影片节奏去考量的，通过开场的一个比较慵懒却细节丰富的长镜头，去体现后面枪战的紧凑和紧张感，形成强烈的反差感，展现真实世界和枪战世界的两种不同的氛围和气质。其实原来的设定是决定用切镜头的方式去交代场景和人物的身份的，但是当场景被美术陈设出来之后效果非常惊喜，因此我和摄影师讨论之后觉得有机会挑战用一镜的方法去展现这个内容，这最终也成为了影片视觉上的一个亮点。”

Despite challenges of the long-take that required every segment to be linked perfectly, the intensity of gunfight scenes, and the overall production having its challenges, the director sounds content with the end product. He’s certainly happy with the result and resonance the commercial created. Known primarily as a creative director and co-founder of START Films, Xiao Zhengnan wrote the script in addition to directing the film. Always researching and ensuring the script covered what the overlapping audiences of both brands wanted to see.

一镜到底的长镜头要求每一个片段都得完美地连接在一起，而激烈的枪战场景，以及整体制作都各有各的挑战，虽然困难重重，但导演似乎很喜欢最终的结果，特别是对广告的效果和反响感到很满意。大家认识肖正男，是作为START Films的创意总监和联合创始人，其实除了做导演之外，他还撰写了剧本。他对自己的要求是要确保脚本既要体现两个品牌的相得益彰，还得有受众想要看到的内容。

  Credits 制作团队