St.Tropez gets golden

The Odelay Films directing duo The Masons have directed their debut spot since joining the London and US based production company.

The duo are already renowned for their work with brands such as Pandora, L’Oreal, Chanel and Stella McCartney, and have now turned their creative vision to this latest campaign for St.Tropez. Directed for creative agency Fold7, St Tropez worked with the agency to carve out a distinctive positioning in a saturated market.

With the new platform, St.Tropez aims to debunk the myth that luminous, healthy-looking skin is a luxury reserved solely for the elite. Instead, the brand asserts that achieving the coveted "quiet luxury" aesthetic is within reach for all, courtesy of its luxury self-tan solutions.

St Tropez – Golden

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Agency Fold7/London
Production Company Odelay Films
Director The Masons

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Credits

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Agency Fold7/London
Production Company Odelay Films
Director The Masons
Online Post Production Coffee & TV
Sound Design Rascal Post Production
Service Company 24:7
Creative Director Verity Fine Hosken
Art Director Charlotte Robins

Copywriter Nina Griffiths
Executive Producer Aly Moffat
Executive Producer Alice Morris
Offline Editor Harvey Quirke
DP Si Lakos
Colorist Simona Cristea
Colour Executive Producer Pete Burch
Sound Creative Director Neil Johnson

Sound Producer Maddy Lebel

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The 30 second spot features St.Tropez’s brand Ambassador and famed model Ashley Graham. Shot in Tenerife, the campaign comprises a social media video series in which Graham exudes confidence and power, radiating the signature St.Tropez golden glow. The Masons' use of natural light and their celebration of skin’s inherent textures, help to imbue this latest film with an ultra-luxurious aesthetic. As renowned Photographers the duo were delighted to also deliver the stills for the campaign, which reinforces their ability to deliver a complete directing vision.

The Masons are masters at capturing beautiful and natural performances and once again they have achieved this, whilst exploring diversity and equality with a timeless style.

Commenting on the film, The Masons share: “We had a great time working with the teams from Fold7 and St.Tropez. We loved their vision from the very start. As our first project with Odelay it was an amazing experience to work in such a beautiful location, with wonderful natural light. Ashley Graham was a joy to work with, and we all bonded instantly. The energy onset was super fun. We loved working on something that was so aligned with our style and vision and celebrated skin, textures and shapes”.