Party On with BIC Soleil's new campaign
Common People Studio and Director Melody Maker team up for fresh, energetic BIC Soleil campaign Party On with Gravity Road.
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Common People Studio has once again collaborated with director Melody Maker to deliver a bold and authentic new campaign for BIC Soleil, Party On commissioned by agency Gravity Road.
The vibrant and fast-paced spot, shot by long-time collaborator and cinematographer Thomas English, celebrates the spontaneity and reality of everyday beauty routines, with BIC Soleil as the trusted companion for women on the go.
The campaign concept centres on the universal experience of getting ready in a hurry, those last-minute moments where confidence and practicality come together. Over two days of shooting, Maker directed two 30-second films alongside a series of hero campaign stills, each focused on different products from the BIC Soleil range. The creative challenge lay in balancing realism with a touch of cinematic polish, capturing genuine moments with a fun and visually engaging energy that reflects the BIC Soleil brand ethos.
Credits
View on- Agency Gravity Road/London
- Production Company Common People Films
- Director Melody Maker
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Credits
View on- Agency Gravity Road/London
- Production Company Common People Films
- Director Melody Maker
- Executive Producer Tony Roberts
- DP Thomas English
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Gravity Road/London
- Production Company Common People Films
- Director Melody Maker
- Executive Producer Tony Roberts
- DP Thomas English
Director Maker commented: “I threw the traditional shaving handbook out the window. I wanted to lean all the way into what shaving actually looks like, the messiness, the quickness, the awkward angles we all do to reach that one annoying spot. It’s not graceful. It’s not lit like a beauty ad. It’s real. It’s shaving with one leg on the sink, half a second before you’re out the door. That’s what we wanted to capture.”
The spot embodies Maker’s signature directorial style, dynamic, human, and refreshingly honest, supported by English’s intimate and kinetic cinematography. Together, they bring an immediacy to the visuals that feels spontaneous yet carefully crafted.
Executive Producer Tony Roberts of Common People Studio added: “Melody always delivers and offers up plenty of creative alternatives throughout her process. She’s an absolute professional. We knew she was perfect for this spot because of her ability to capture movement with such originality, and her telepathic relationship with DOP Thomas English made them the ideal team. BIC is a beloved brand that has been a staple in British homes for years, and Mel has delivered a piece of work that feels both modern and relatable.”
The finished campaign is a vibrant, truthful portrayal of real-life routines, a celebration of imperfection, confidence, and quick-turnaround beauty, perfectly aligned with BIC Soleil’s message of empowering women to feel their best, even in life’s most rushed moments.
