RINSO
DIRECTOR'S TREATMENT
ABOUT THE PROJECT:
We’re all familiar with that musty, pungent odor our sweat gives off under the hot sun. This odor and bacteria can perch on the cotton fibers of our clothes and reactivate when the heat kicks in. Us adults know how unpleasant this can get for our hygiene, but kids…….kids are fearless. They love parading about in the outdoors getting up to all sorts of no good. They love Mother Nature and all the dirt and grime that comes with wriggling about out in the open.
We wanted to set this up from the get-go for Rinso; to establish from second one that kids aren’t afraid of the havoc the sun wreaks on their clothes and hygiene, and moreover abandon all caution towards getting their knees scratched or getting mud under their fingernails from playing around in the dirt. The director hoped to bring realness and authenticity to this unbridled enthusiasm through the casting and performances of the story’s little stars, while filming them in an honest and cinematic shooting style. The film would be shot on a Korean strawberry farm, where the light is radiant and the colors natural and vibrant. It was also to be made clear that the farm would be hot and sunny, but have a gentle breeze going so the director could capture the soft rustling of the plants. He also wanted to ensure that the color grade would be fresh and not muddy as such films usually tend to be. So the treatment had to be in concurrence with both the director’s taste, as well as the quintessential visual crispness of South Korean commercials.
