'What is Pure Beauty' by Michele Aboud

About the project

IPM worked on a recent campaign with McCann Singapore. Here is what the Creative Director John Scott had to say: "The aesthetics industry is a secretive society. Think James bond meets runway model, and you start to get the picture.
Due to the strict guidelines in this area of expertise we cannot name the brand, but it's safe to say that the project was for one of the biggest in the field of facial aesthetics.
Pure beauty came from the idea that the formula used in treatment really is the purest, because of the refinement process. So, the connotations of pure beauty really are just that.
Working with the talented Michele Aboud and precise Helen Doick, from the Incredible Picture machine, we created a striking and beautiful image that creates a strong image for the brand. This was a very detailed process but made fun by the expertise of Michele, Helen and their team."

Agency: McCann Singapore
CD: John Scott
Photographer: Michele Aboud
Exec Producer: Helen Doick @ipm
Production Manager: Carla Orsatti
Model: Lucy McIntosh @london model management
Hair and Make up: Desiree Wise

Michele Aboud

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