ugly: best of friends
A satirical critique of how the beauty industry commodifies women's bodies, using a parody of vintage commercials to highlight the absurdity of societal beauty standards. The bra symbolizes the unrealistic expectations placed on women to constantly alter their appearance with different trends and beauty standards. Through an ironic tone and nods to popular culture icons such as Kim Kardashian, the scene exposes the ongoing manipulation of body image and the pressure to conform to unattainable beauty norms.
from old morse /uggligr/ frightful or horrible
The beauty industry, which thrives on the promise of flawless perfection, continuously reinforces the idea that ugliness must be eradicated or hidden. This categorization marginalises ugliness, pushing it to the side in terms of acceptable social standards. Beauty has become a currency system, determined by politics and economics. Capitalism and patriarchy define beauty for cultural consumption, rather than for pure enjoyment – as Greek philosophers stated.
Building on the concept of a fake brand that promises to ‘enhance’ your body in any way, I developed three distinct scenes, each featuring a different product. The focus is on three body areas heavily targeted by the beauty and cosmetic surgery industries: the face, chest, and waist. These choices are rooted in the cultural and psychological impact of beauty standards, particularly on women.
By mixing vintage-style visuals with futuristic concepts, my aim is to make the message seem even more absurd. The clash between the vintage look and the futuristic ideas helps highlight the contradictions in advertising, making the overall concept feel surreal and in line with the satirical approach I’m taking in my research. It challenges the viewer’s expectations and strengthens the points I want to make about consumerism, beauty standards, and the commodification of identity.
publication
The publication was designed as an extension of the film. It features a selection of stills taken on set, some heavily edited, alongside images of the props and lines from the script. The publication serves as a physical representation of the brand’s playful and colourful side, while still reflecting the deeper messages behind the production.
The main colours are pale shades of pink and yellow, tying it back to the brand and film’s visual identity. The designs reflect the same satirical and ironic tone as the short film, creating a cohesive narrative across both mediums and offering an additional layer to the project.
DIRECTED & PRODUCED BY CARLA VEGAS @carlavegastores DIRECTOR OF PHOTOGRAPHY Brandon Thirkettle @brandonthirkettle PHOTOGRAPHER Roxy Owen @roxy.owen.photo HAIR AND MAKEUP ARTIST Nicolas Moore @nickmua DOP ASSISTANT Clara Amstalden @claraamstalden TALENT Joana Bechaalany @joanabechaalany Ginevra Caló @im.gingi Josh Doyley @joshd86 Emma Maspero @emmamaspero Tilly Woodward @tilly_woodward