Carried out for the first time with men only, this new experiment shows their reactions when describing different women’s beauty projected on a screen. Filmed in an apparently abandoned warehouse, the mysterious environment is reinforced by the fact that participants’ heart rates are monitored in real time.
Models are in the first sequence of projected pictures, generating only superficial praise related to their physical characteristics. In the second sequence, images of special women are unexpectedly shown to the participants, such as a partner or a family member. From this point on, emotion takes over the experiment. Memories and feelings like love, affection, gratitude and admiration come associated with the descriptions. At this moment, the considerable increase in heart rate leaves no doubt – real beauty, literally, touches the heart.
Digital advertisement created by Black Ship, Portugal for Dove, within the categories: Beauty, Health.
Creative Director / Copywriter: Henrique Neves
Art Director: Daniel Neves, Luis Stone
Project Director: Frederico Ferreira
Casting Director: Joana Pote
Directors of Photography: Carlos Cipriano, Duarte Domingues
Post Production: BAMP
Sound: Sound Station
Assistants: Ricardo Jesus, Marco Bento, Adriana Carvalho
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