THE TALENTS BEHIND KC'S NEW TVC
Malaya, July 24, 2003

IN what could be the most ambitious TV commercial ever created locally for a personal care product, the new pH care commercial puts together the talents of KC Concepcion, the "Moulin Rogue" & "Matrix" scenic artist and a world-renowned award-winning director, among others.

The talent: KC Concepcion

No longer just the daughter of Megastar Sharon Cuneta-Pangilinan, KC has grown to be today's hottest teen icon.

No wonder pH care chose her to represent today's generation. "Tapping KC was part of our commitment to encourage and educate teens on the need to use the right feminine wash for daily hygiene," says pH care Brand Manager Cheche Soberano. A pH care user herself, KC willingly took on the job.

From the briefing stage until the end of the shoot, KC's enthusiasm and energy has never waned. In fact, in the underwater scene which was shot at dawn, KC was the last one to leave the pool. No complaints whatsoever. "She was very eager to learn and to do things the right way," says choreographer Christine Blando.

Determined to learn as much as she can, she would every now and then ask a barrage of questions from the director. Keenly interested in filmmaking and directing, KC would stay after her rehearsals to observe in the casting and sit-in on soundtrack meetings.

Through it all, KC's professionalism, humility and fresh talent have won the accolades of everyone on the set - from the director to the humble utility man.

"I'd like to say that working with KC has been absolute joy," says director Franco Marinelli. "Point the camera, throw the lights on her, she's exceptionally beautiful, exceptionally talented and undoubtedly one of the potentially greatest talents the country will ever see," adds the director.

The director: Franco Marinelli

If you're part of production and your heart is not into it, Franco Marinelli is definitely not the director for you. The perfectionist that he is, Marinelli will squeeze every inch of energy and creative juice out of you.

After earning his masters degree in fine arts, majoring in photography and painting, Marinelli won recognition through a number of solo painting exhibits. In 1992, he became a music video director. After which, he shifted to directing commercials both in Australia and abroad.

Marinelli accepted the job because of the challenge. "Having to do one that's for feminine hygiene makes it all the more challenging," he says. "The minute I saw the script, I started pulling references. Incidentally, the TVC coincides with the first anniversary celebration of pH care."

Marinelli had big visions for the new pH care TV commercial. And with pH care's objective of targeting teens as well, Marinelli's experience as an MTV director makes him the perfect choice.

The whole commercial is surreal but a bit romanticized. Each scene was carefully studied, crafted and given a "painterly" feel. There was hardly any computer graphics involved. Almost everything was handmade which makes this project something that the viewer would like to see again and again.

Marinelli was very definite about what he wants - from the camera lenses, costumes, make-up, set, choreography down to the casting of extras. In the end, everyone was tired but very happy with the result.

"I am thankful that both the advertising agency (Basic) and client gave me the creative freedom I needed to accomplish things... For me it's a dream job. I think this is one of the best commercials I've ever done so far... I'd also like to say that for this TV commercial, I have worked with the best talents the Philippine film industry can offer," he finishes off.

The set engineer: Peter Collius

Massive door reminiscent of Russian art nouveau style, vast field of flowers backdropped by azure sky and soft clouds, breath-taking topiary garden amidst the Alps. Why not? After all, we have the legendary Peter Collius as set engineer.

The scenic artist behind "Moulin Rogue," "Matrix" and soon-to-be released "Peter Pan," Collius was invited to the project by director-friend Franco Marinelli himself.

Each backdrop was painstakingly hand-painted by Collius, sometimes using his shirt or jeans as preliminary canvass.

Combined with the genius of Geoff Hall, the director of photography (D.O.P.), the eye of Marinelli, the talent of KC and the help of the whole production team, they were able to breathe life into the lavish sets.

For someone with many accomplishments, Collius is a man of few words. That leaves us then to just watch the new pH care material and be enthralled by its beauty.