The Palladio Procedure
What if beauty had its own procedure?
EXPLORE THE PROJECTCaracas / Film Direction · Script Writing
DIRECTOR’S NOTES / GALIT GARZON
There’s something interesting about working in beauty: the category already knows how to look beautiful.
So with Palladio, I wasn’t interested in making another beautiful beauty commercial. I wanted to find an idea that could give the product its own world.
It started with a slightly ridiculous question: what if getting your makeup done was treated like a medical procedure?
That became The Palladio Procedure.
The makeup artist became the surgeon. The chair became the operating table. Assistants became medical staff. Everything was inspired by the visual codes of 50s and 60s clinics — but with beauty, glamour and Palladio at the center.
What if beauty had its own procedure?
DIRECTOR’S NOTES / GALIT GARZON
As the film director and scriptwriter, the most exciting part was committing completely to the idea. The humor only worked if nobody inside the film thought it was funny. The performances had to be serious, the world had to feel believable, and every detail had to follow the same logic.
That’s something I love about directing commercials: a simple idea can become incredibly rich when every creative decision comes from the same place.
The script, casting, art direction, performances and product weren’t separate elements. They were all part of the same story.
And that was ultimately the goal with this Palladio Beauty campaign: not just to show the product beautifully, but to create a world distinctive enough for people to remember where they saw it.
Because beautiful gets attention. A good idea gives people something to remember.
What if beauty had its own procedure?
Explore the film and selected frames.