The organic conversation generated by “Get Ready” aligns precisely with our communication objectives, including inclusivity, the shared state of vulnerability in the bathroom, men feeling comfortable sharing and seeking advice, and the authenticity of the moments and characters that were featured.

The imperative of this campaign was to capture a vast cross section of humanity during a private grooming moment in their bathroom, to convey the universality, yet personalized experience, of getting ready. While the director could have easily chosen to film each of the people on location in bathrooms individually and marry them editorially, he decided that he needed to tangibly link the humans to form a connective narrative tissue between them. This took the form of building innovative and interactive partial sets with integrated lighting design, thus enabling the talent to hear and see each other while still being in a private set. It was the perfect union of an innovative vision, set and lighting design and cinematography, that allowed the intended understanding that ultimately everyone, no matter who they are, wants to feel their best when they face the world.