Upon shutting down their print magazine at the tail end of 2017, NYLON Magazine wanted to remind readers that despite moving into solely digital-based content, their founding roots wouldn’t waver. With their focus moving more towards engaging with their audience through striking video and digital content, it made total sense to release a commercial that spoke to their continued dedication to the diversity of their audience despite the change — so they joined forces with cinematographer Jessica Pantoja to create “To The Authentic.”
“As NYLON is currently evolving from a print to a digital publication it was important to state that regardless of the change they would continue to be true to who they are and who they have been,” explains cinematographer Jessica Pantoja.
“‘To The Authentic’ had the intention to express NYLON’s commitment to the audience and the bond between the publication and the readers… NYLON is part of the audience as the audience is a part of NYLON, they both influence each other.”In creating “To The Authentic,” Pantoja captured 25 models, influencers, dancers and actors, essentially asking them to come as they are, with the ultimate goal of revealing their authentic selves on camera. Using such a culturally and aesthetically diverse cast that collectively blurs the lines of traditional gender ‘norms,’ which are so yesterday it’s not even funny, not to mention the broad range of personalities brought together in the commercial, Pantoja nails the mark with her creative vision for “To The Authentic.”
From the minimalistic yet bold bubble gum pink opening frame featuring the words “BE YOURSELF” followed by the hashtag ‘#Benylon,’ to the progression of models who hit the screen, the commercial flows seamlessly and expresses what the brand stands for. DIVERSITY.
This is ultimately one of the key reasons tens of millions of readers look to them as a source of information on everything music, fashion and pop culture each month — they’ve never covered what every other glossy on the newsstand does, and they’re not going to start now. Their mission is furthered by the audio narration that accompanies the visual content, which adamantly reassures: Through media changes, political changes, cultural changes — you keep true to yourself. We see you. We are here for you. Always have been. Always will be. NYLON.
Pantoja says, “The meaning behind [To The Authentic] lay on the changing social climate… we were just trying to express the belief that diversity is beauty.”
Capturing each model (moving around to their own tune) in front of various backgrounds that visually fit their individual aesthetic, style and personality, Pantoja’s selection of backgrounds, which include recognizable murals, architectural structures and other interesting locations across Los Angeles, also speak to the magazine’s ceaseless attention to design and local culture, something they’ve covered in extensive detail since their alternative beginnings back in 1999.
She explains “We asked all the models to play a song they liked so they would feel comfortable showing us who they are. They could dance or just stare at us. It ended up being super fun because they would feel really comfortable and share their personalities and style with us. Each person brought something completely different.”
From the way she fluidly pans her camera across each model as they grace the screen and creates an engaging flow from frame to frame, it’s easy to see the seasoned nature of Pantoja’s skill on a more technical level in terms of her work as the cinematographer behind the project. Key in eliciting the authentic personalities we see from each of the talent featured in the commercial, Pantoja manages to capture model after model through her camera lens in a way that never gets boring.
“It’s never easy to photograph 25 models and build and light more than 20 different sets, to pull off 25 different outfits and looks in a 12 hour day. The team was amazing and thankfully we had very talented and professional people with us. At the end I think that it’s all about having the right people as your team,” explains Pantoja. “In film you are only as good as the people who stand by you and they are only as good as you help them be. It’s a very collaborative industry and if you fly solo you will never be able to make it.”
Some of the models Pantoja shot for the commercial include influencer and beauty blogger Katie Joy, model Matt Jones, actress and poet Portia Bartley from the six-time Los Angeles Film Award winning rom-com “You Have A Nice Flight,” actor Ido Samuel from the Carlo di Palma Award winning film “Fill the Void,” dancer Stacy Gaspard and other notable pop-culture figures and influencers.
It’s not at all surprising that NYLON chose to lean towards featuring social media influencers rather than supermodels, A-listers and red carpet frequenting celebrities in the commercial. The content is all about being authentic, and featuring unique in-the-know creatives is what they’ve always been about. The plethora of music, beauty and fashion collaborations they’ve executed over the past two decades have influenced millions, in the same way that their relationship with their incredibly diverse audience has influenced the content they release.
At the end of the day, “To The Authentic” really does scream to viewers at the top of its lungs: Be yourself, THAT is what’s beautiful.
“Being you is ok. No matter what that means, you should always be true to who you are in order to achieve the better version of you,” adds Pantoja about the overall message of the video, and her personal feeling about the kind of self love and acceptance each and everyone should focus on cultivating.
With the concept of beauty being one that has remained in flux over the ages, what more and more people around the world today are coming to regard as ‘beautiful’ is reserved for those who remain true to themselves, those who unapologetically expose their strengths and flaws with fearless authenticity. And this is something that directly connects with the attitude and voice of NYLON and their readers.
Aside from being the cinematographer for “To The Authentic,” Pantoja, who’s originally from Queretaro, Mexico, has made a strong name for herself as a cinematographer in the film industry, something she’s dedicated herself to for the past decade. She’s earned extensive international acclaim for her work as the cinematographer behind countless films including “Mute,” “Cold Night,” “Harvest Moon,” “Evanescent,” “The Wind Outside” and many more.
“Jessica and I have collaborated on many short films and commercials in the past… Nylon was a very special project where I saw and experienced great energy and drive from Jessica, as a DP and as a leader,” explains “To The Authentic” production designer Clarisa Garcia Fresco, who production designed the 2017 WorldFest Houston Platinum Award winning film “Clarity,” as well as “Evanescent” and “Harvest Moon” where Pantoja served as DP.
“I enjoyed our teamwork efforts as we were striving to create an image and identity for the project. Her enthusiasm and drive for film and storytelling are truly an inspiration to me and everyone around her.”
In 2017 Jessica Pantoja also earned a nomination for the Best Cinematography Award at the 2017 Camerimage Etudes Competition, arguably one of the world’s most prestigious competitions in the field of cinematography, as well as nominations for the Best Cinematography Awards at 2017 VIZIO + DOLBY filmmakers Challenge and the 2017 Cine Gear Film Competition for her film she as well as the film “Manners of Dying.”
In a way, “To The Authentic” marks her foray into creating branded content, and it’s a powerful one at that.
“‘To The Authentic’ was the first project I created for [NYLON] and it opened the door to build an ongoing collaboration with the magazine,” explains Pantoja, who has since created the videos “True Beauty. By NYLON” and “Fashion as Art. By NYLON” featured below.
With NYLON magazine being revered for their bold colors, in-your-face graphics and the kind of cutting-edge style and groundbreaking pop culture that appeals to Millennial and Gen-Z audiences, the video really does embody the brand’s unique attitude and their commitment to readers. It’s definitely the perfect commercial to be featured on their About Nylon page; and we can’t wait to see the next collab from cinematographer Jessica Pantoja and NYLON Magazine.