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
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