Wardrobe and makeup

Clothes are the fastest signal in an ad. Everyday wear says relatable, utility wear says clinician, occasion dress says launch night. Two director controls in the Scene & Style group steer that signal — press + on either under + Add Director Controls and its row opens in the controls panel: Wardrobe for what people wear and Makeup & Grooming for how finished the face is. Both are families the Creative Director dresses within, never a fixed outfit.

Eight ways to dress the person

Wardrobe is a rail of eight style families: Everyday Casual, Smart / Office, Active Wear, Occasion / Party, Resort / Swim, Editorial, Heritage and Utility. Each card carries a line on what it suits — everyday casual for UGC and lifestyle, active wear for gym and wellness, resort for sun-care and body, utility for trades and hospitality. The director picks the exact garments per concept, in colours that sit with your palette.

On statics your styles are dealt across concepts; on a film one style is held for the whole piece, so the cast never changes clothes between scenes. Leave the row empty and the director dresses people from your Brand DNA — a sportswear brand gets active wear without being asked. If your product is itself a garment, wardrobe describes what is worn around it, never a substitute for it.

Makeup follows the outfit

Makeup & Grooming is four rungs: Bare, Natural, Polished and Statement. On a male model the same rung reads as grooming. Left empty it follows the wardrobe you chose, and Clear all leaves it on Auto. The higher rungs open as you raise Boldness; a child model is always bare-skin, whatever you pick.

Where the rows appear

Both rows answer to the Boldness cards at the top of the step, so choose the level first and you will only pick from tiles the director may use. If a spokesmodel carries the piece, wardrobe styles them too — their identity stays fixed, their clothes follow the family you chose. Faces and postures have their own guide in Expressions and body postures.

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  Expressions and body postures

  Twenty-one expression registers and forty-four postures the Creative Director can play within — how to pick a feeling, when a row locks, and why Boldness decides what is on the table.

  3 min readRead

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  Creative Direction, as a whole

  One step, one idea: add only the controls you care about and the Fotyra Director picks the rest from your Brand DNA. No templates, and never all-or-nothing — here is every director control, what it decides, and why it exists.

  6 min readRead

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  Spokesmodel DNA

  The third DNA. A spokesmodel is a persona anchored in your Brand DNA — a face, a voice and a reference sheet that stay the same person in every film. How to create one, read its profile and cast it.

  4 min readRead

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  World, light and look

  How real the scene is, which colour temperature it is lit in, and which of eight named looks (plus a studio backdrop paper) the agent leans toward or rules out.

  4 min readRead