Expert of the Month: Jake Nava

Award winning music video and advertising director Jake Nava has worked with a roll-call of some of the biggest stars in the business, including Beyonce, Britney Spears, Kylie Minogue, Pink, and Kate Moss. He recently directed Max Factor’s False Lash Effect FUSION ad and here talks about his inspirations and approaches.


How did the creative idea for the ad - expressing volume and length at once, come about?

Max Factor’s advertising creatives came up with the concept of Emma, the model, embodying the product attributes of length and volume, and I was then challenged to create something with the captivating vibe of one of my music videos. The trick of the film was to then retain the authentic music video style in the choreography, photography and styling whilst ensuring that the product shone through. I worked with the creatives on the concept of the film from start so that the film carried the right message in a authentic music video style.

I focused on giving Emma an iconic pop star charisma and created a believable fashion story that gave the impression of length and volume while still looking authentic and cool.


How do you approach directing a beauty ad versus other videos?

When I create a music video my aim is to construct the star in an iconic way that works with the song, and or come up with a concept which is unusual and engaging to watch. The performance, art direction, choreography, styling, story all have to promote that concept. For a beauty ad you focus more on promoting the product and the specific brand values.



How does Max Factor’s False Lash Effect FUSION ad differ from other beauty adverts that you have worked on?

The revelation of working with Max Factor was that the creatives involved understood that it was as important to create an aspirational film that has all the entertainment values of one of my music videos as it was to focus on the product. A lot of beauty adverts get so bogged down in technicality that they remind you of a bad science lesson. Working on the FUSION ad was different as it struck a perfect balance between communicating what the product was all about whilst still having the vibiness and relevance of one of my music videos, which makes it a lot more engaging than your average advert!

You have directed the music videos of some of the world’s hugest stars. How do you tap into the beauty of each individual?

I try to reach the most authentic aspect of each person’s character and then bring it to life through the video in a way that is on the pulse of now. Some videos are like mini films that tell a whole story and have lots of characterisation. Leona Lewis’ video for Happy and Alicia Keys’ for Unthinkable are both great examples that capture the essence of each artist. Other videosare more conceptual, or capture a style or a mood: The Beyonce video for Single Ladies is massively stripped back – just Beyonce dancing and singing, but if done the right way that can be all you need to create something memorable!


What does beauty mean to you?

Whatever is special, sexy, stylish or unusual about a person and makes them an individual is what makes them beautiful.

Who have you particularly loved working with?

I loved working with Halle Berry, Kate Moss, The rolling stones, Jay -Z, Nikki Manaj, Niomi Cambell, Doutzen Kroes and Robbi Williams to name a few, and all the jobs ive done with beyonce have been very special collaborations from crazy in love to single ladies or the ad we shot for Armani Diamonds. I recently worked with Tiny Tempah on a Lucazade spot, he was great and has a lot of untapped potential.

Are there any stars still on your wish list?

Adele is amazing. Her music is beautiful, personal and massively authentic. No gloss - just pure intimacy. I'm working on a action thriller movie and 'id love Natalie Portman for it, she's very gifted.


What’s the best thing about your job?

I get to watch people who are brilliant and at the top of their game do what they do best. Whether it’s Kate Moss modelling or Beyonce dancing: It’s a privilege.


Describe your approach in one sentence

My job is to take something that is already amazing and make it just that little bit more amazing – always carefully considering the best way forward.


Watch Jake Nava’s latest videos at www.cherrystudio.net

Watch the False Lash Effect Fusion ad here



 

Get the Look: Bronzed Goddess

Golden skin and sun-kissed tresses have long been the sunny season's must-have look – giving an instant impression of health and well-being and acting as the perfect canvas for summer’s hottest looks. Make-up artists choose to fake it rather than bake it though, shunning sun-bathing which is both ageing and skin-damaging and instead employing simple tricks for unblemished bronzed beauty. Now you can get the look too by following a few easy steps. Becoming a golden goddess that is guilt-free!

1.Ensure that you exfoliate your skin regularly to keep it buffed and smooth. Then introduce a gradual tanner into your beauty regime – Olay Total Effects Touch of Sun is a fantastic option as it helps fight the signs of ageing whilst also giving you a subtle sun-kissed glow. Apply the formula on your face, neck and décolletage.

2.A luminous base is the key component to the Bronzed Goddess look, so once you have moisturised, apply a radiant foundation, such as Max Factor's Second Skin Foundation. It subtly highlights your bone structure and brightens up your features for an incredibly natural but flawless look.

3.Once your face is completely dry and no longer tacky, take Max Factor’s Natural Minerals Bronzer and dust the glimmering powder in the hollows of your cheek bones, at the edge of your hairline and just ever so lightly across your forehead, the bridge of your nose and chin.

4.For a really sculpted look, take a highlighting cream or the palest eyeshadow from the Max Colour Effect Trio Eyeshadow palette in Precious Metals and use the iridescent shade to subtly highlight your brow bones, the top of your cheek bones, the bridge of your nose and your cupid’s bow.

5.Now for the eyes: Begin by applying a primer to the eyelids, then use Max Factor’s Smoky Eye Effect Eyeshadow in Bronze Haze. Use Step One to create a beautiful wash of golden gorgeousness across both your eyelids and in the inner corner or your eyes, near your tear duct. Follow up by using Step Two - the darker bronze shade, to contour at the outer corners of your eye as well as in your eye socket. Really blend the colour to create the perfect smoke out. Finish by rimming your eyes with Kohl Pencil, smudging slightly with a cotton bud for a sexy, sultry look, before coating your lashes with False Lash Effect FUSION mascara for serious length and volume.

6.Time to pay some lip service by applying a slick of Vibrant Curve Effect Lip Gloss in Smart to your puckered pout.

7.Keep your hair tousled: Avoid straighteners if you usually use them and instead embrace a natural wave.

8.And there you have it – a gorgeous golden goddess that’s good to go!