Both director and company are part of Landscape, an ecosystem that combines talents and tools with the best fit for the project.
Rexona had in mind a product that dared to change the consumer’s relationship with body odor. With that in mind, they were ready to launch the Whole Body, a scented and dermatologically tested cosmetic that can be sprayed, glide sticked or creamy applied to your body. However, to release this kind of boundary breaking project, it needed an equally bold director, which is why Livia Gama was approached to collaborate.
The campaign was named “No More F.O.B.O” - fear of body odor- and was to be launched in the U.K primarily. The London-based agency, AMV DDBO, started to contact Tropical Film, a Brazilian production company and part of Landscape. In order to find the perfect match, Livia Gama, director represented by another Landscape partner, Santa Transmedia, tapped Rexona's campaign team due to the mobility and partnership between labels at Landscape. In order to achieve the best possible result, talents everywhere came together to build a successful ad with purpose underneath it. In Livia Gama's words:
I'm part of something bigger,
and that's really cool.
— Livia Gama
The result was a blend of playful words that combined with camera perspectives. Together, they built a sensor of humor that makes those 60 seconds go fast.
Body inclusivity is a challenge for today’s brands, especially when a player like Rexona wants to amplify the dialogue. Landscape labels, Tropical Film and Livia Gama’s team, launched a renown campaign in the cosmetic field, but it had also elevated creative standards for the future. Niche media was enthusiastic about the combined work result, and also had it published in magazines like AdWeek, Little Black Book, Shots and Campaign. According to Livia, that is what happens when you surround yourself with the right people to reach for higher heights.
“Being part of Landscape, a group that works like an ecosystem, where everyone somehow connects, intersects, and benefits from one another, made such a difference. It's this kind of connection that makes me realize I'm part of something bigger, and that's really cool.”
AGENCY
AMV BBDO
CLIENT
Unilever/Rexona
DIRECTOR
Livia Gama
PRODUCTION CO
Tropical
EXECUTIVE PRODUCER
Gabriel Dagostini
HEAD OF PRODUCTION
Renata Munaretto
PRODUCER
Marina Stacciarini
LINE PRODUCER
Jin Park
DOP
Kairo Lenz
SET DESIGNER
Martin Garcia
CASTING
Manu Menezes
WARDROBE
Eliza Matta
Alessandra Jacob
EDIT
Beto Araujo
MUSIC
Big Sync
Wave Studios
Other cases
