The spot sees a young model as she debuts on the runway at a high-end fashion show, a setting that is often stereo-typically high-brow and serious.
 
Breaking taboo, the model is clearly excited by her first walk, and struggles to contain herself before finally bursting out into a series of wild movements, which garners her some greatly judgmental looks from the watching audience.

Viewers soon learn that her erratic behavior is a result of washing with Radox’s New ‘Feel Lively’ product, which, with its 12-hour scent, leaves users feeling extra-fresh throughout their day.
 
Mill Head of Colour Seamus O’Kane comments; "We aimed to give the film the inherent polish and gloss of any fashion event.
 
We simplified the palette and allowed the glare of the spotlights to bring detail out of shadows.
 
Focusing on the the critical gaze of the fashionista audience by enhancing the crowd shots amongst the deep and velvety shadows surrounding. This communicated the comedic mayhem, bringing out the right level of drama so viewers would feel the level of the audiences physical discomfort.
 
It's very funny and very beautiful and it was great to work with Director Nick Ball from Blink on this project."