Throughout the commercial the woman's actions are spontaneous and carefree as she blows a chewing-gum bubble while travelling in a taxi with her legs resting on the window. She is not concerned with what people think as she skips down the street with her umbrella and then dances in a water fountain.
Says Fialkov, "One of the key elements that needed to be captured in this commercial was the impression that this woman was letting go of all her inhibitions, was spontaneous and, well, whimsical. It was almost like this woman was in a foreign city and so really didn't care what people thought of her behaviour, which made this commercial fun to work on."
Fialkov, who has a background in shooting fashion for clients like Cosmopolitan and Sports Illustrated, has developed a keen eye for visual performance.
Mark Varder of advertising agency Varder Hulsbosch Advertising and Design who conceptualised this commercial says: "Personality is all-important when it comes to this sort of advertising. Even when you have the idea, even when the script is signed and sealed, it can be interpreted in a million ways.
"Get the personality right and you resonate with your market. Make it too sophisticated and you lose them. Make it too ordinary and you disappoint them. That's where Jason's treatment was critical. His ideas hit the nail on the head. They captured perfectly what Revlon wanted to achieve, lifting the script to a new level."
Frieze director, Jason Fialkov, follows a woman on her carefree trip around town during the filming of the latest Revlon television commercial for the new fragrance, Whimsical.
