Dove "Evolution" Goes Viral

As part of the Dove Self-Esteem Fund, 'Evolution' is a short film that uses a time-lapse technique to take a model's face from a natural looking woman to a billboard-perfect model. The post-production process, which was completed at Rogue Editorial and Soho, involved bringing the photos to life and creating the software design that emulates actual retouching tools.

Working in collaboration with Tim Piper from Ogilvy & Mather, Toronto were Rogue's Paul Gowan who edited the video footage and Soho's FX team that includes Kevin Gibson, Terry Rose, Andy Hunter and post producer, Stefani Kouverianos . The scope of the online editing process included stabilizing & tracking various shots of the model's face, using animation to re-enact a photo retoucher's process and creating & compositing the end billboard scene.

Released on YouTube 2 weeks ago, the short film is continually having success as a viral ad, with over two million views, countless posts on various weblogs and acquiring international publicity from TV shows & newscasts such as Entertainment Tonight, CityTV, NBC's Today Show, CBS News, ABC News and CNN.