Case Study: Production Hair and Makeup for Commercial Campaign Shoot for Lennox
- Sarah Ankerman
- Jun 1
- 3 min read
What the Production Team Had to Say
“Her communication was great and when she arrived on-set we knew it was one less thing we were going to need worry about. Not only did she make each and every person feel comfortable in a situation most have never been in before, but she brought each person on set looking great!”
— Scot Brown, Director
“"Our entire crew was impressed with Sarah and her attention to detail to make our talent camera ready. Her skills on continuity were fantastic, and she caught small things that our team missed. Sarah saved us so much time in post-production.”
— David Ekstrom
“It was such a joy to work with you on this project and appreciate the great work you provide. I know we’ll be calling you again next time we are in town!”
— Graham Schandt, Producer
Client:
Lennox
Production Company:
Strategic America
Project Type:
Commercial Production Campaign
(20-30 mini commercials per day)
Location:
Southern California
Production Length:
3 Days (12 Hours Per Day)
Talent Supported:
114 On-Camera Talent
Services Provided:
Hair, Makeup, Men’s Grooming, On-Set Touch-Ups, Continuity Support
Lead Artist:
Sarah Ankerman
Project Background
Strategic America partnered with Lennox to produce a large-scale commercial campaign featuring Lennox dealers from across the country. Over the course of three production days, the team filmed 114 individual commercial spots, averaging between 20 and 30 on-camera participants each day.
With a production schedule operating at high volume and tight turnaround times, every department played a critical role in keeping the shoot running efficiently.
I was brought on to provide professional hair, makeup, men’s grooming, and on-set talent support for every participant appearing on camera.
The Challenge
Unlike a traditional commercial featuring a small cast, this production required dozens of individuals each day to move through hair and makeup before stepping directly in front of the camera.
The primary challenge was maintaining quality while supporting an aggressive filming schedule.
Each participant needed to:
Look polished and professional on camera
Feel comfortable and confident during filming
Remain consistent under studio lighting
Stay on schedule without creating production delays
Because many of the featured dealers had little or no on-camera experience, the role extended beyond technical hair and makeup application. Creating a welcoming, professional environment helped talent feel more relaxed and perform naturally during filming.
The Solution
I developed a streamlined workflow designed specifically for high-volume commercial production.
This approach focused on:
Efficient appointment scheduling
Camera-ready hair and makeup application
Men’s grooming services
Continuity monitoring throughout production
Fast touch-ups between takes
Adapting to unexpected challenges without affecting the shooting schedule
By balancing speed, professionalism, and attention to detail, every participant was prepared for the camera while production maintained its pace.
Real-Time Problem Solving on Set
One example highlighted the importance of adaptability during production.
A featured participant arrived after spending time outdoors with family and was experiencing significant facial redness and sunburn. Under professional lighting, the discoloration became highly visible and risked distracting from the final commercial.
Because rescheduling was not an option, a solution needed to be implemented immediately.
I utilized a combination of:
Skin preparation and hydration
Strategic color correction
Targeted concealing
HD-friendly finishing techniques
The photos below are after color correction and light concealing to even out the skin tone.
Results
Over the course of three production days:
114 commercial appearances supported
30+ talent appointments completed daily
Production schedule maintained
Consistent camera-ready presentation achieved across all talent
Continuity issues identified and corrected before filming
Reduced post-production cleanup through proactive on-set attention to detail
The success of the project came from more than hair and makeup execution. It required efficient workflow management, clear communication, and the ability to adapt quickly while supporting both talent and production goals.
Services Provided
Commercial Hair & Makeup
Men’s Grooming
Camera-Ready Skin Preparation
HD & 4K Makeup Application
Color Correction
On-Set Touch-Ups
Continuity Support
High-Volume Talent Management
Production Workflow Support
Looking for an Experienced Production Makeup Artist?
From commercial campaigns and branded content to corporate video productions and broadcast work, Sarah Ankerman provides professional on-set hair, makeup, and grooming services throughout Southern California, helping talent look their best while supporting efficient production workflows.
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