AMSTERDAM – Amsterdam Worldwide was challenged to reveal the true character of Dr. Nicholas Perricone, founder of the renowned brand, Perricone MD.
Set in New York City, the intimate and visually stunning film, entitled ‘Serious About Beauty’, follows a day in the life of the scientific rebel, Dr. Nicholas Perricone. A board certified dermatologist, nutritionist, and best-selling author tells us in his own words about his convention-defying work, his beliefs, and his mission in life.
Having nurtured his agency’s expert reputation for documentary-style branded content over the years, Amsterdam Worldwide’s Executive Creative Director, Richard Gorodecky, seized the opportunity to handle this exceptional story personally. Gorodecky stepped in to direct this film himself and Amsterdam Worldwide handled the entire production from start to finish in-house, rather than using an external production company as would be common practice in the industry.
According to Gorodecky, “Dr. Perricone’s work is all about time, slowing or even halting its effects. So I translated the theme of time into the film using a number of techniques: The film is a single linear day, from morning to evening. The narrative flows from past, to present, to future. The film runs almost entirely in slow motion. But the most expressive techniques were the ways we played with light. Light is, after all, our most fundamental measurement of time. So we often shot directly into light sources, which is generally avoided in conventional filmmaking, and we used a technique called lens whacking that allows light to bleed into the camera behind the lens, creating beautiful flares and distortions of focus.”
“Directing and producing this work in-house allowed us to work faster, more efficiently, saving our client time and money. It allowed us to remain in constant contact throughout the entire production and retain our original vision. This method of working is not right for every project, but it is certainly a great way to work on the right ones. It’s unconventional, but I think the results speak for themselves,” added Gorodecky.
The film is created by Amsterdam Worldwide on behalf of Perricone MD, in collaboration with Concrete Design.
“What a wonderful and amazing journey this has been – a big thank you to the entire Amsterdam Worldwide team for their contributions. Dr. Perricone and I now have an even greater appreciation of their outstanding artistry and creativity, their collaborative approach, and dedication to their craft,” said Sharon Osen, Chief Marketing Officer at Perricone MD.
Perricone MD is the latest addition to Amsterdam Worldwide’s roster of luxury clients, which includes Pernod Ricard as well as Feadship and Quintessence yachts.
