Helping brands travel the world
Brands that travel the world have to be fluent in many languages and cultures, complying with local market regulations and connecting with local consumers.
How to adapt a French copy for a skin waxing product to a market with strict regulatory cultural restrictions on showing skin? This is the problem we faced adapting Veet’s Spa Wax ad for Saudi Arabia. Instead of a total reshoot, we erased the original talent and replaced her with a more conservatively dressed local actress. In preproduction, we analysed camera angels, lenses and movement as well as actor movement which we directed the new talent to recreate in a green screen studio. A quick selection of the best takes was all it took to then insert the new talent into the original TVC. We did the same for Dettol ad coming from South Korea where the original Korean actors did not make sense in the Middle Eastern market. Replacing the actors and the products in postproduction and reconstructing the environment from footage in the original TVC. The result was an innovative, highly technical solution that delivered on culture relevance, legal compliance and brand consistency. The films were adapted in half the time and at half the cost of a total reshoot.