Beauty commercial director, Sydney

Pantene: five ambassadors, one idea

Most of Ana’s television work in beauty is for Pantene, through Grey London. It started with “Strong is Beautiful” with Ellie Goulding, Pantene’s UK ambassador and Ana’s first TVC. Ana’s own project notes record that sales rose 13% after it launched. She shot with Ellie again the same year for the Strength Conditioning spot.

The “My Hair Story” TVCs followed, produced with Smile: Chiara Ferragni for Italy, Paula Echevarría for Spain and Neslihan Atagül for Turkey. Each film dramatises the ambassador’s own hair transformation. It ends on one move: she whips her hair back and to the side, and a Bolt camera arm pans 90 degrees to follow the length of the hair from root to tip. In Germany, Palina Rojinski fronted “train your hair strong” for Strength Conditioning, produced with RSA.

The same shot had to work for five markets and five different people. Everything in a haircare commercial depends on that kind of repeatable, product-true craft.

Rimmel Stay Satin: 102 assets from one shoot

For Rimmel’s Stay Satin SS19 social campaign, Ana was creative director, film director and photographer. The brief covered nudes and grey lavenders. The output ran to 102 assets made in-house: key visuals, lip tutorials, lip art looks, GIFs and packshots for Instagram feed and Stories, across four shades on three skin tones. That’s what a beauty campaign looks like now. It’s not one hero film but a system of formats that still reads as one piece of work.

FaceGym, Boodles and Burberry Beauty

Between 2020 and 2021 Ana made more than ten tutorial films for FaceGym. They demonstrate its Multi-Sculpt face-sculpting method, and customers reach them by scanning QR codes on the products. For Boodles she directed a social campaign filmed around the New Bond Street store in London. Her earlier beauty films for Burberry include “Trench Kisses” and the Valentine’s spot “Walk On”. As editor, she post-produced MAC’s 2015 “MAC is Beauty” campaign film.

Beauty through AI

In 2026 Ana directed a fully AI-generated commercial for POND’S White Beauty Facial Foam, made with Higgsfield AI. Skin, light and product were all generated, and it was held to the same standard as the Pantene work. The approach is covered in more detail on the AI commercial director page.

How a project runs

1. Brief and treatment. Ana responds to the agency or brand brief with a treatment covering the idea, references, casting direction and how the product will be lit and shown.
2. Storyboard and art direction. Because she art directs her own films, set, colour, styling references and product moments are designed together, not handed between departments.
3. Shoot or generate. Live-action shoots go through a production company (Smile and RSA on the Pantene work). Generative films are produced in the AI pipeline she directs herself.
4. Edit and finishing. Ana has edited almost all of her own film work, so the cut and the cutdowns stay with her.
5. Formats. Hero film, TVC lengths, social cutdowns, tutorials and stills, planned from the start rather than salvaged afterwards.