Evolution
Award: Yellow Pencil
Yellow Pencil / Viral / Viral Films / 2007
Dove 'Evolution' is a riveting – a 1:14 time-lapse film of a young woman's transformation from pretty but ordinary girl to strikingly beautiful billboard model. It deconstructs the beauty myth by revealing everything, from the impact of lighting and the application of hair products and make-up to retouching and the photoshop stretching of her neck and impossible widening of her eyes. The film ends with the comment, "No wonder our perception of beauty is distorted." Its goal was to promote Dove Self-Esteem workshops in Canada and create broader awareness of the Dove Self-Esteem Fund.
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