This beauty brand’s stormy tale of parenting may have just won Mother’s Day

‘Tempest’ for O Boticário acknowledges the most challenging and loneliest phase of motherhood

Published On
May 10, 2024

Editor's Pick

Motherhood isn’t all endless loving moments, graceful responses to challenges and an unbreakable bond with a child. Eventually the time arrives when, especially during adolescence, the relationship between mother and child is difficult, strained and takes work.

This push and pull are artfully depicted in Brazilian beauty brand O Boticário’s Mother’s Day campaign from AlmapBBDO. The four-minute film called “Tempest” likens the relationship of a mother and teen son—as they redefine their roles in each other’s lives, to a raging storm in the middle of a sea. It’s set to the tune of Billie Eilish’s “When the Party’s Over.”

Running parallel with a heated argument, turbulent scenes echo the challenges of adolescence—both for the child who wishes to find his independence, and the mother who struggles to understand him.

The campaign beautifully illustrates both the overwhelming love and patience of mothers, and the need for support, affection and acceptance toward both moms and teens at that stage of their lives. It is a refreshing take on Mother’s Day, which is often characterized by idealistic advertising that portrays happy relationships with mom. 

Also read: Mother’s Day 2024—how brands are honoring moms

“In this campaign, we’re looking to call attention to what’s widely seen as one of the most turbulent and loneliest stages in motherhood, and which often doesn’t get as much attention as it ought in the conversations around Mother’s Day,” said Marcela De Masi, executive director of branding and communications at Boticário Group. “That’s why we’re encouraging in-depth dialogues and reflections so that mothers can identify and, hand in hand with their children, embark on a path of mutual rediscovery, trust and growth. After all, motherhood is an experience that’s lived day by day, throughout every stage of life.”

“Tempest” involved over 200 people and nearly 30 hours of shooting, and included a sustainable initiative by production company My Mama Entertainment and Eccaplan. AlmapBBDO declined to share the cost of production or the rights to Eilish’s song. 

“Apart from the directing, photography and the casting of truly rarefied talent here in Brazil, the soundtrack was the cherry on top. Billie Eilish released ‘When the Party’s Over’ when she was just 16. Nothing more appropriate for a film that's a head-on examination of the challenges and the angst of adolescence,” Marco Giannelli, chief creative officer at AlmapBBDO, told Ad Age. “The song’s introspective mood, powerful lyrics and emotion-charged vocals really helped bring an atmosphere of both magic and authenticity to the film.”

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Credits

Date
May 10, 2024
Client :
O Boticario
Agency :
AlmapBBDO
President & CEO :
Filipe Bartholomeu
CCO :
Luiz Sanches
CCO :
Pernil
Executive Creative Director :
Fernando Duarte
Executive Creative Director :
Henrique Del Lama
Creative :
Áurea Ramon
Creative :
Giullia Abreu
Creative :
Igor Cabo
Creative :
Pedro Hefs
Audio Visual Production :
Diego Villas Boas
Audio Visual Production :
Juliana Henriques
Audio Visual Production :
Aline Silva
Liaison :
Camilla Massari
Liaison :
Andressa Duo
Liaison :
Bruna Defelippe
Liaison :
Thais Guarlotti
Liaison :
Kayuan Fernando
Planning :
Rita Almeida
Planning :
Daniela Ferrari
Planning :
Julia Martins
Media :
Rafaela Alves
Media :
Mariana Areia
Media :
Suellen Kiss
Media :
Yasmin Baffa
Media :
Camila Lopes
Media :
Patrick Novaes
Media :
Letícia Strada
Image Production :
MyMama Entertainment
Director :
Kid Burro
Creative Assistant :
Luigi Madormo
2nd Unit Director :
Ana Valente
Producer :
Andre Pinho
Producer :
Mayra Faour Auad
Producer :
Gabrielle Auad
Executive Production :
Joao da Terra
Coordination Manager :
Joao da Terra
Executive Producer :
Mafe Cicaroni
Executive Producer :
Pati Caldas
Client Services :
Silvia Neri
Client Services Assistant :
Rafael De Paula
DP :
Bibi Bianchini
2nd Unit DP :
Dariely Belke
Art Director :
Taísa Malouf
Production Manager :
Luciana Oppido
1st A.D. :
Juliana Pellegrino
1st A.D. :
Amanda Barros
2nd A.D. :
Danielle Pedroso
Coordination Assistant :
Paulo Marco
Coordination Assistant :
Victoria Mazzia
Coordination Intern :
Helissa Fernandes
Head Electrician :
Alonso de Melo
Best Boy :
Rodrigo Augusto de Melo
2nd Unit Camera Operator :
Dariely Belke
1st Assistant Camera :
Mauro Imperatrice
1st Assistant Camera :
Patricia Gimenez
2nd Assistant Camera :
Parvarti Louize
2nd Assistant Camera :
Jeferson Lino
2nd Unit 1st Asst Camera :
Jorge Dayeh
Video Assist :
Pedro Henrique Silva
2nd Unit Video Assist :
Beatriz Brandão
Direct Sound :
Samuel Braga
Assistant Art Director :
Maria Vittoria Lunardelli
Art Producer :
Matheus Carvalho
Art Production Assistant :
Marcio José da Silva
Prop Production :
Sergio Heineck
Prop Assistant :
Lina Monteiro
Producer :
Gilberto Zanzanelli
Production Assistant :
Sara Serra
Production Intern :
Gregorio Azevedo de Assis
Stagehand :
Kaio Monteiro
2nd Unit Stagehand :
Murilo Simeão Borges
Casting Producer :
Alice Wolfenson
Casting Producer :
Neto Avena
Cast Preparer :
Iléa Ferraz
Cast :
Fabiana Daud
Cast :
Sam Sabba
Cast :
Alcides Peixe
Cast :
Davi Barroco
Cast :
Thiago Moraes
Cast :
Teodoro Martin Rodrigues de Sousa
Cast :
Antonela Barbieri
Wardrobe Producer :
Nina Guimarães
Wardrobe Assistant :
Isadora Binotti
Wardrobe Assistant :
Kim Helena Andrade
Makeup and Hair :
Jaqueline Leandro
Makeup and Hair Assistant :
Eline Soares
Makeup and Hair Assistant :
Lucas Gomes
Product Producer :
Miranda Gibin
Special Effects :
Bruno Steger
Special Effects :
Pará Movimentos
Mechanical Effects :
Vagner Martão
Researcher :
Julia Pellizzer
Researcher :
Pietro Godinho
Director :
Yago Sagrado
Camera and Equipment :
João França
Direct Sound :
Alexandre Turina
Stills :
Patrick Rodrigues
Post-production Coordination :
Fezão Barbieri
Editor :
Danilo Abraham
Post Production :
Diogo Beber
Making Of … Post Producer :
Raphael Tarso
Post Assistant :
Vitor Torres
Post-Production :
Nash VFX
VFX Supervisor :
Cirilo Bonazzi
VFX Set Supervisor :
Luiz Fernando Tavares Alves
VFX Artist :
André Neumann de Deus
VFX Artist :
Cirilo Bonazzi
VFX Artist :
Luiz Fernando Tavares Alves
VFX Artist :
Rafael Jimenez
VFX Artist :
Rafael Henrique Penteado Assoni
VFX Artist :
Renata Ramos Prad
CG Lead :
Fagmario Rodrigues
CG Artist :
Tomás Piccinini
Producer :
Flavia Gannam
Producer :
Virgini Fares
Post Production Coordinator :
Gabriel Bittencourt
Color Grading :
Clandestino
Colorist :
Alexandre Cristófaro
Colorist :
João Paulo Geraldo
Assistant Colorist :
Luiza Freire
Conform :
Lira Kim
Liaison :
Elciane Magda
Coordination :
Gabriel Alvim
Financial Affairs :
Silvia Dotta
Image Supervision :
Alexandre Cristófaro
Audio Production :
Satélite Audio
Musical Direction :
Roberto Coelho
Musical Direction :
Kito Siqueira
Musical Direction :
Hurso Ambrifi
Liaison :
Fernanda Costa
Liaison :
Renata Schincariol
Liaison :
Daniel Chasin
Musical Production :
Roberto Coelho
Musical Production :
Hurso Ambrifi
Musical Production :
Charly Coombes
Musical Production :
Thiago Colli
Musical Production :
Alexandre Avicena
Musical Production :
Pedro Pelotas
Musical Production :
Nando Diniz
Post :
Carla Cornea
Post :
Vithor Moraes
Post :
Arthur Dossa
Post :
Esteban Romero
Production Coordinator :
Camila Guedes
Production Coordinator :
Letícia Oliveira
Production Coordinator :
Bea Vieira
Production Coordinator :
Mariana Tardelli
Approval :
Renata Gomide
Approval :
Marcela De Masi
Approval :
Giovana Orlandeli Sampaio
Approval :
Lígia Monteiro

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