Albert Uria
Filmmaker Albert Uria of Garage Films directed the spots of the new Head & Shoulders campaign Headstrong for the U.S. general market. Made together with Saatchi & Saatchi New York, the idea was to present a fresher, more irreverent brand of shampoo. “When a conservative gal suddenly wants to wear a wild and crazy hat and tries it on, discomfort seizes her. She probably feels the hat is not for her. It makes her feel ridiculous even if she loves it,” he said. “But I had never seen anyone so comfortable with a new hat and so open to trying on all the hats the agency and I felt were right.” Uria confessed that the process of this commercial reminded him of why he loves his profession. “The spirit of the story gradually spread scene by scene to all of us. Headstrong is a concept now, created through images. I filmed real people…professional wrestlers who even did the choreography…a boxer who lost his leg when he was a Marine and is now a children’s trainer…a therapist for people in similar circumstances…and professional dancers who have risked their entire lives for their passion,” he said. “Yes, I confirm that photographing real life is inspiring and that such enthusiasm is surely conveyed to the viewer.” He added that campaigns like this are today’s advertising. “Brands today support us in our day-to-day struggles with a closer look at reality and an inspirational attitude.”
Robert Bonomo de Garage Films: Hay un mundo muy interesante por explorar junto a Garage
