The Escola Sao Paulo Fashion Modeling Course ad campaign cleverly compares modelling to art. In a way the teachers are artists as they mold their students into the stunning models that they will become. With the tag line, 'From brute to beautiful,' it capitalizes on the whole 'Miss Congeniality'-like concept. But instead of looking as good as Sandra Bullock, student can turn out like Karlie Kloss, Miranda Kerr and more.
Conceived and executed by PS10, an ad agency also based in Sao Paulo, Brazil, the Escola Sao Paulo Fashion Modeling Course ad campaign was art directed by Alex Gonçalves with creative direction by Bruno Brasil. The images of models being carved out of wood and stone were shot by photographer Conrado. They are dark and gritty.