The Family

“Start Your Engine” with L’Oréal and Lewis Hamilton

“Start Your Engine” with L’Oréal and Lewis Hamilton

Kick the day into drive with Barnaby Roper of Cadence’s work for L’Oréal Men Expert. Highlighting Formula 1 superstar Lewis Hamilton, this black, white and Hydra-Energetic-orange work makes your body your machine: push to start with your morning shower. Barnaby’s minimalist set design creates a perfect platform for the amazing work he does with light. The consistent backlight keeps the focus on the cascading shower while accentuating the smooth silhouettes of his subjects. The Hydra line may not get Jennifer Berg’s heart racing in this piece, but damn, if all those perfectly lit, sparkling water droplets don’t stir up something, I’d see a doctor. Barnaby’s spot echoes the L’Oréal Men Expert brand message: it doesn’t promise to get you there but will sure as hell get you going.