Curl Spray, a design fiction

Personal Project, 2024

Directed, edited, and written by Isabella Vallone

Talent by Dottie Davis

An informational video for the future fictional hair care brand Eshelle. The campy, relaxed video style explores a subtle advertising approach, acting as a relatable, digestible video the consumer can watch as a “How To Use”. The video was designed to belong on the brands website or a platform such as YouTube to inform customers on how to use most effectively use the product. This video might evoke feelings of nostalgia in the future, as the YouTube skill tutorials are a classic, early 2000's video format.

As this project is design fiction, editing the video to look as if the product really existed and worked was challenging. Curling and wetting Dottie’s hair in between scenes, the two of us collaborated super well and efficiently executed the video in one take.The instructive storyboard I designed along the script and shot list, allowed us to know what was always coming next. This resulted in a smooth, on set experience from take to take.