Gyada Wooden Brushes

A commercial for the wooden hairbrushes by Gyada Cosmetics, a natural cosmetics company based in the province of Catania.

The brand’s hair accessories are made from sustainable materials — wood instead of plastic — and that is the reason they exist. It is also the reason they are hard to film: sustainability is a piece of information, not an image. Hand it to a caption and the commercial turns into a product sheet.

So the film goes after material instead: the grain of the wood, the way light settles on a surface that isn’t glossy, the brushing itself shot close. These are the same qualities you register when you pick the object up, and they are what a film can convey better than a list of features.

It is the second piece made for Gyada, after the commercial for the sun care range.