The commercial shows last year's winning girls getting prettied up for a photo shoot and then we see them in various poses. Fialkov explains that they were trying to achieve the look and feel of a still photo shoot on live film, while at the same time giving it a more stylish appeal with a sense of glamour and beauty.
"It was a behind the scenes glimpse of a fashion shoot with a more stylised approach" says Fialkov, who adds that the lighting along with the grit and energy that comes across in the advert is what helped to give it a fresh appeal.
The girls had to look gorgeous, but as the message of the commercial indicates, Lux is looking for a new cover girl so it had to be put across that they were not professional models, and therefore, Fialkov explains, they had to try and make the commercial look more natural but also inspirational for the public.
Fialkov was a natural choice for directing this commercial because of his involvement with various fashion shoots for magazines including the likes of Cosmopolitan and Sports Illustrated. His experience in this arena provided an authenticity and enabled the team to match the brief exactly.