Beauty ads always show women getting ready, but they never show what they’re getting ready for. On the rare occasion the models set foot outside a studio, it’s to prance aimlessly down a New York sidewalk or roll around in a field of long grass. But we’re about to change that. Our new brand idea for No7 – “READY” - recognises that women are getting ready for a lot more than just posing and pouting.

We’re kicking things off with a campaign for new No7 Lift & Luminate Age-Defying Serum, starring world-class ballet dancer Alessandra Ferri, 52… and a hologram of her 19-year-old self.

With the help of Musion 3D (the guys who resurrected Tupac), we took footage of Alessandra performing at the Royal Ballet aged 19 and created a hologram. Then we filmed the present day Alessandra, 52, dancing with her younger self, proving that women of all ages

We started with casting, choosing Amanda for her personal story and talents that reflected what No7 wanted to say as a brand. Amanda stood out as one of the best in the business, having doubled for the likes of Halle Berry and Beyonce and won numerous awards for her feats. We then wrote the script around her – together breaking down the stereotypes around aging.