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Mentadent White Now Men is the new toothpaste from the brand Mentadent (Unilever). For the launch of this new product About Lab and Havas PR have created a YouTube campaign with the italian artist Francesco Facchinetti, the series is about how to defend against an unbeatable smile.

The video was shooted in Milan, at Milano Studio Digital, we used five 120cm Kinoflo w/grid and a black backdrop, as you an see from the lighting diagram.

The camera was the Sony A7s with Sony Zeiss FE 55 f1.8 ZA, and the radio was recorded with a Rode Lavalier w/ Invisilav and a Rode NTG3 for backup.

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Behind the scenes video and backstage photos by Francesco Caruso.

For editing I used Final Cut Pro X, it was very useful have keywords and roles for keep my workflow clear and streamline the job.

First I synced all file with Plural Eyes 3, then imported the timeline generated in FCPX into a new library; add metadata and set notes it’s very easy in Final Cut and help me as much.

fcpx mentadent


A job like this involves a lot of time in editing but also in reviewing the video with the agencies and the client, and I was very lucky that Frame.io was launched just few days before I began this job.

Frame.io is an online platform for upload, share, reviewing and comment video. It’s amazing, easy and changed my work for ever.  Just upload your video and agecies or clients can comment and doodling onto your video and share their comment in minutes and with frame precision.  You can also compare different versions of the same video, as in this case you can see a before/after color grading.

frame mentadent


Thank to Nadia Malangone, Francesco, Arianna and Bernardino for their support.