The past month was beset with dizzying preparations for the shoot of TVCs for three of our beauty products. It is not only GMA Pinoy TV, international prepaid call cards, and door-to-door delivery service that we bring to the Filipino residents in Japan–we are also in the business of selling various health and beauty products to them.

About a month ago, our team was tasked to produce TVCs for our anti-aging, whitening, and hair straightening products. June and July passed by in a whirl as we struggled to prepare for shoots for 3 goddamn commercials with a very limited budget and production experience to work with. For over a month, I was filled with anxiety and worry because, while I know my strengths, I am well aware of my limitations, too. Besides, we are the Marketing Department, not a production house! I know I could handle writing assignments, but I do not know how I fare as a Director.

However scared I was, I really did welcome the opportunity. Besides, the stress came with new experiences and learning that I know I wouldn’t have gotten elsewhere. I never imagined I’d get the chance to direct TV commercials. I’m no professional, but I wouldn’t deny the fact that it gave me such high! 3 araw ng ubod ng hirap na shooting, pero sobrang saya ko. Dami kong natutunan, dami kong nakilala, dami kong nagawa…Hiyang-hiya lang ako pag tinatawag ng crew na, “Direk” kasi feeling ko I still don’t deserve to be called one. I feel like I’m such a faker. Not that I was totally clueless about what I was doing, pero iba pa rin yung confidence that years of experience and proper training could give. And I possess neither of these

Still, I am not complaining! With every attempt, I feel like I’m getting better. Practice na lang ng practice siguro. Pero talagang hindi ko pa naiintindihan yang lighting na yan. Sasabihin ko lang sa DOP na may shadow dito, may shadow doon, pero hindi ko alam kung pano nila nagagawang alisin yun. Manghang-mangha pa rin ako kung pano tinitimpla ang ilaw–kung paano napagmukukang day time ang eksenang kinukuhanan sa gabi at vice versa…kung paano nase-set ng lighting ang mood at feel ng buong atmosphere…Nawa’y balang araw ay mapag-aralan ko din tricky production aspect na yan.

On another note, let me just share some of my reflections brought about by the latest work challenge that I just hurdled.

1. VTR

Ito ang pinaka-ayaw kong phase sa paggawa ng commercial. Ako ay isang Marketing Officer na dumo-doble bilang Camerawoman, kaya ako rin mismo ang nagi-interview sa mga nagpupuntang (wannabe) models. Close-up dito, close-up don, tilt up and down ng camera, kinukuhanan lahat ng anggulo. Nagtatanong din ng kung ano-anong ka-ewan-an at nagpapabasa ng script. Ang hindi ko lang maintindihan kung baket di ma-gets ng karamihan ang “quarter turn to your right” o kaya “turn around, face the wall behind you.” Talagang titingin pa sila sa akin para tanungin kung san sila haharap. Goodlak. Saka ewan ko rin kung bakit pag pinapabasa ko ang line na “ For skin that’s nice to look at…” ang sinasabi nila ay “Skin that’s nice to Lyoook!” sabay radiant smile.

Sa totoo lang, ang sama ng feeling ko pag nagpapa-VTR. Naaawa ako don sa mga naga-apply na mag-talent. “Putting themselves out there,” kung baga. Iniisip ko pa lang kung gaano ka-harsh ang comments na nasasambit namin tuwing nanonood ng mga VTRs, naaawa na naman ako sa kanila. Syempre, bilang advertiser, ang main concern mo ay ang magandang portrayal ng produkto. Kelangan busisiin ang bawat detalye. Ayaw mo man mamintas, hindi rin naman pwedeng hindi mo punahin ang bawat bagay na mali sa mukha, katawan, o pananalita ng gustong maging talent sa commercial mo.

“Hindi pwede yan, kulot!”

“Ano ba yan, ang laki ng ngipin!”

“Daming pimples!” 

“Maitim!” (or “Maitim ang siko/ tuhod/ kili-kili”)

“Ang lapad ng mukha!” / “Kuwadrado ang mukha!” 

“Masyadong payat!”/ “Masyadong mataba!”

“Mukhang bata!” / “Mukhang matanda!”

“May puson! Malaki ang tyan!”

“Matigas ang dila! Ang sagwa ng diction!”

“Parang bading!”

Eh paano kung long-time dream nya palang maging commercial model, tapos nag-contribute ako sa pag-shatter ng pangarap na yun. Wala lang, nakaka-depress medyo. Lalo pa’t naiintindihan ko naman kung gaano kasama ang pakiramdam ng hindi ka na tinawagan ng pinag-apply-an mo. Lahat naman ng klase ng rejection masakit—pero extra masakit yung rejection na dulot ng tao o institusyon/industriya na pinangarap mo ng mahabang panahon.

2. They’re not as perfect as they appear.

Most ads, especially those that sell beauty products, appeal to the aspirations of the target market. The products are presented as solutions/ answers to problems and issues one has about himself/herself: Her crush noticed her after her hair got straighter. This woman’s husband couldn’t wait to get home and smell her fragrant skin. She impressed her batchmates during their highschool reunion because of her young-looking face. He wants straight, white teeth so he can smile at girls better. She wants frizz-free hair so her date won’t get turned off. Advertisers commonly capitalize on people’s insecurities to sell.

Aspirational ang attack. “Gusto kong maging ganyan! Gusto ko mangyari yan sa akin!” Kahit kasing-itim ka ni Boy Tisoy, pinapaniwala ka ng mga taga-gawa ng commercial na magiging kasing  puti mo si Kris Aquino o Lucy Torres pag ginamit mo ang produkto nila (na isang napakalaking kalokohan dahil alam naman ng buong universe na sina Lucy at Kris ay likas na mapuputi).

   

Pero after we shot the whitening, anti-aging, and shampoo commercials, natuto ako ng iba’t-ibang tricks at daya para mag-mukhang extraordinarily beautiful ang isang subject. Na-realize ko na you shouldn’t feel bad that you are not as white, thin, young-looking—in short, not as beautiful and attractive–as the endorsers you see in print or TV ads. Some, if not most, of them are really not as perfect as they are made to appear.

Ang laking bagay na nagagawa ng makeup. Walang taong panget sa magaling na makeup at hair stylist. May body foundation para paputiin ang balat. Spots that are slightly darker than the rest of the skin are brushed with baby powder. Iniilawan pa para pumuti lalo! Isang katerbang lights din ang ginagamit para magmukhang makintab ang buhok na pag hinawakan mo naman sa totoong buhay ay talagang dry, coarse, at matigas. Ngayon ko lang nalaman na at least three days before the shoot pala, isa-subject na ang kawawang buhok sa kung ano-anong treatments—rebonding, dye, cellophane, etc. Suklay at retouch before each and every take. Kukuha ka ng 22-year old model na aarte bilang 30 years old para sabihin na “mukhang bata” kahit trenta na. 

Minsan, nanonood ako sa mga graphic artists pag tinitira ang mga print ads at beauty catalogs namin. Nakakamangha ang kayang gawin sa computer. Ang medyo malalaking bewang at hita ay natatapyas sa Photoshop. Pati balahibo sa singit, braso, binti, mukha ay nabubura. Naaalis ang eyebags, napapatangos ang ilong na pango. Lahat ng itim, napapaputi. Ilang mouse-clicks lang ang solusyon sa skin blemishes. Ang PhotoImpact software nga ng Ulead, may Beautify Skin Effect pa! Kaya uli-uli, wag ka masyado papa-lokosa beauty/ fashion magazines. Most likely, na-magic na ng graphic artists ang mga mukha at katawan na kinainggitan mo.

PASINGIT LANG NG ISANG MALABONG KOMENTO THAT IS TOTALLY UNRELATED TO THE REST OF THE ENTRY:

Ang paborito kong TV commercial ngayon ay ang sa Mekeni Picnic Hotdog (with matching dance steps na di ko maipaliwanag kung ano). Hahaha! Gusto kong makilala ang nagsulat ng copy nito. Pasasalamatan ko lang sya dahil pinatawa nya ako ng husto don sa tagline na: Mekeni–MAKE IT MANY! O di ba, kamusta naman ang pagpipilit ng rhyme!? Ayos sa recall!