Dermalogica #Holdthepose featuring Ella Havelka
Our campaign for our friends Dermalogica encapsulates what Agender is all about: getting women to shoot incredible work for brands who believe in the power of the female lens.
Shooting the stills and a four minute motion piece, we created a seamless vision for the launch of Dermalogica’s #HoldThePose campaign, surrounded by an incredible team of women and men who worked tirelessly create this beautiful work.
Featuring the phenomenal Ella Havelka, descendant of the Wiradjuri people and the first Aboriginal Ballet Dancer to join The Australian Ballet company, we travelled to Wiradjuri Country, filming Ella as she interpreted this sacred land through dance. It was truly an honour to watch her body react and meld with her surroundings; her movement an extension of the land.
She shares her story in our four minute film. Her story is one of strength, unwavering drive, courage and an insatiable intelligence.
A huge thanks to our talented crew of women and men who truly pushed themselves to deliver our ambitions. It takes a village. Our unwavering appreciation goes out to Dermalogica for trusting our vision for such a special piece.
Campaign to tell Ella Havelka’s story, alongside a new product launch and partnership with the Stars Foundation to provide ongoing education in Indigenous communities
Dermalogica launched their new product, Neck Fit Contour Serum, with our #HoldThePose campaign. The campaign features ballerina Ella Havelka and was filmed in her native land, Wiradjuri Country in central New South Wales; a community heavily affected by the 2020 Australian bushfires. This location was chosen not only for its natural, picturesque beauty but also to support the community’s efforts to recover and rebuild.
This campaign announces Dermalogica Australia’s partnership with Stars Foundation, which enables Indigenous girls and young women to attend and remain engaged at school, complete year 12 and move into full-time work or further study.
Motion and stills assets across real life and digital platforms
Alongside the four minute short film, we created 30 and 15 second assets in both vertical and horizontal form for use in David Jones stores, Dermalogica stores and salon partners across Australia, as well as all of Dermalogica’s digital presence.
Credits:
Agency - Agender
Photographer, Director, Creative Director - Cybele Malinowski @cybism
Producer - Angela Liang @flankandfinish
DOP - Selina Miles @selinamiles
1st AC -Joe Hell @joe_visuals_bts
Makeup and Hair - Chris Arai @chrisarai
Editor - Luey Conway @l.u.e.y
Film Colourist - Angela Cerasi @angela_cerasi
Stills Retoucher - Justin Malinowski @justinmalinowskiphoto
Musical Composer - James Peter Brown @jamespeterbrown
Photography Assistants - Hamish McIntosh @hamishmcintosh & Lucy Parakhina @lucyparakhina
Production Assistant - Jess Higgins @jesskhigginsphotography
Custom Dress Designer - Alice Cliff @paperclothcut
With special thanks to
@ausballet @bangarradance @highfieldfarmandwoodland @snowyvalleyscouncil