Cura
T3
The iconic beauty brand T3 and Sid Lee came to Bent to create a digital campaign that would announce their long awaited new CURA dryer. Bent responded with four short :15 digital spots to be shared throughout their social media platforms. Each spot represents a different attribute of the CURA hair client and product. Health. Shine. Smooth. Speed.
DIRECTOR: Joshua Cox and Solomon Burbridge
LIVE DP: Jasmin Kuhn
HAIR STYLIST: David Lopez
AGENCY ART DIRECTOR: Alice Ware
ART DIRECTION: Greg Arden
LIVE ACTION PRODUCER: Maureen Nelson
STORYBOARDS: Mackenzie Peterson
CG SUPERVISOR: Stef Kofman
CG ARTIST: Patrick Coan, Sarah Deflaminis, Gordon Pinkerton, Isaiah Palmer
CG ANIMATOR: Gordon Pinkerton
COMPOSITOR: Cameron Carson, Gordon Pinkerton, Isaiah Palmer
MOTION GRAPHICS: Daniel Moreno, Dan Kim
EDITOR: Jake Boss
PRODUCTION COORD.: Dani Turner
CLIENT: T3
AGENCY: Sid Lee
PRODUCTION CO.: Bent Image Lab
PRODUCER: Trever Stewart
PROD. MANAGER: Maureen Nelson
EXEC. PRODUCER: Anthony Greene
Look Development
Behind the Scenes
“The camera speed as well as precise hair movements were key in creating an elegant and powerful image. The element of movement and texture were key values to T3. By pairing the hair with art materials that shine, flow, and glide we sought to create hair as art. ” – Sol Burbridge, Director
“The cg physics team worked on tools for precise cloth material movement. For instance, the flow of silk vs. cotton in terms of weight. The team also developed a method of creating geometrical properties that the cloth could take on as an attribute of speed. The client felt that speed should be intelligent in it’s design not merely fast. ” – Joshua Cox, Director
