L'Occitane en Provence - WOMAN
Celebrating the authenticity of womanhood
Directed by Burak Erinmez
Words by Katie Celia Huelin
Directed by Burak Erinmez, L’Occitane en Provence's campaign, WOMAN, is a visual ode to the authenticity of womanhood. Set against the stunning backdrop of Mediterranean landscapes, the film delves into the emotional beauty of women, capturing life’s subtle and intimate moments through an unfiltered lens. Erinmez's human-centric approach creates an environment of comfort and openness for the protagonists, allowing their true selves to emerge naturally throughout.
L’Occitane en Provence WOMAN Global Campaign, celebrates the authenticity of womanhood. Can you give us some insight on your approach to representing these emotion-filled qualities visually throughout the film? How did you aim to capture this emotionality in the natural performances, Mediterranean settings, and overall tone of the film?
For this project, capturing the subtle and delicate moments of life was crucial. These moments often go unnoticed but become powerful when noticed and placed in the right context. My approach was entirely human-centric; I aimed to create an environment where the protagonists felt completely at ease, allowing their true selves to shine and trying to eliminate the awareness of being filmed as much as possible. Therefore, we treated the camera as if it was invisible, allowing the natural beauty of the Mediterranean setting to set a tone of tranquility and authenticity, where we then acted as silent observers.
The campaign is shot beautifully on 3 Perf, giving the images in the film a distinct closeness and warmth. Can you elaborate on why you chose this technique and how you further achieved intimacy through your cinematographic choices - distinct camera angles, monochrome, and breathtaking lens flares?
The richness in colors and the diversity offered by this place perfectly complemented our chosen medium. Film is honestly the closest representation to how real life feels, and in pursuit of that authenticity, cinematographer Uri Barcelona and I were dedicated to conveying the essence of reality. We focused on intentional camera movements, ensuring each motion added to the narrative rather than just visual interest.
To capture the essential elements of various sequences, we often used tighter lenses, which allowed us to emphasize the intimate details. Additionally, for the tighter framed shots, we utilized a range of speeds from 36 to 75fps. This approach enabled us to create a sense of closeness and visual clarity. The monochrome acts as a moment that underlines the group's strength and represents totality, while the color serves to declare the individuality of each woman. By balancing these elements, we were able to create a visual narrative that is both cohesive and deeply personal.
We love how the sound design is minimalist yet impactful. What was your approach to sound in this campaign, and how did it help in conveying the emotionality throughout? Can you talk about your collaboration with Enis Rotthoff in particular, and how his elegant composition contributes to the dream-like representation of womanhood and nature?
When approaching the sound scape for this campaign, I knew from the outset that I wanted to accentuate certain elements through music while incorporating a selected array of instruments. This included woodwinds, distant melodic vocals, pizzicato played double bass/cello, and chimes, all complemented by the natural sounds of the landscapes and environment.
Collaborating with Enis Rotthoff was a really nice experience. We shared a mutual interest in musical taste, which facilitated a seamless exchange of ideas. I began by drafting out some cello sounds myself to establish the tone and rhythm, which served as a foundation for our collaboration.
Early on in the process, we found that silence was a powerful tool for this film, and we used it strategically to create breaks and enhance the emotional impact of certain moments. Enis's second music composition resonated quite deeply with us both, particularly the subtle chimes, which symbolize lightness, delicacy, and fragility.
L’Occitane en Provence is known best for its premium, natural cosmetics based on the power of plants - which is perfectly captured in the film. How did this collaboration come about, and can you give us an insight into the process of developing the visual narrative alongside the brand in order to best represent their empowering ethos?
I found a deep connection with L’Occitane en Provence's values and was captivated by their rich heritage. The creative brief was already in a great place when I received it, setting a solid foundation for our collaboration. Our working relationship developed organically, driven by the shared goal of creating something truly unique and beautiful.
The creative team demonstrated a profound understanding of film, narrative, and tonality, which made our collaboration seamless. Trust played a significant role in our partnership, allowing us to explore creative avenues with confidence. This mutual respect and understanding enabled us to craft a visual narrative that authentically captured the brand's ethos.
“Film is honestly the closest representation to how real life feels, and in pursuit of that authenticity, cinematographer Uri Barcelona and I were dedicated to conveying the essence of reality. ”
The film has a dream-like quality. Can you discuss your editing process and how you achieved this seamless transition between scenes, embodying nature and womanhood? What techniques did you use in the editing and post-production stages to create this ethereal feel?
My post-production process is extensive. Together with Janne Vartia, we've edited around 45 versions of the final film. This wasn't excessive; it felt necessary and was a process I really much enjoyed. Even small changes, like altering five frames, can transform a sequence's perception.
The film's final form emerged organically during editing. It's unlikely I could have pre-drafted it exactly as it ended up. Embracing the unexpected became a defining aspect of the post-production process.
With your evident talent for capturing real-life moments and emotional depth, are there any exciting projects or potential collaborations you hope to explore next?
Yes, I'm working on a documentary next. It's about craft and heritage. Besides that, I'm hoping for more outdoor projects.
Director - Burak Erinmez
DP - Uri Barcelona
Production Company - MYGOSH.co
EPs - Lamar Hawkins, Ilonka Galliard, Natali Sussman
Producer - Uli Kirchner
1AD - Martino Frera
Photographers - Daniel Benson, Laureat Bakolli
Client - L’Occitane en Provence
Head of Production - Tatiana Giudici
CDs - Paola Cizzolini, Amélie Fabre, Elise Herbreteau, Yasmine Ghembaza, Belinda Hoessli
Project Lead - Elvire Floret
Music Score - Enis Rotthoff
Edited by - Janne Vartia, Burak Erinmez
SFX - Hidden Mountain, Mermade Sound
Art department - Danidevito Studio
Service Production - Puerco.tv