In the creative journey of the "Guardians of the Lake" campaign, one of the most striking characters was the Drowned Maiden. Bringing her haunting presence to life required a delicate balance of beauty and macabre, combining ethereal elegance with eerie, haunting details; meticulous attention to detail was key, from conceptualizing her backstory to executing the make-up and visual effects. The process of transforming a model into this spectral figure was not only a test of technical skill but also of the ability to convey deep, emotional storytelling through visual artistry.

The first step in developing the Drowned Maiden was to craft a compelling backstory that would inform her visual design. The AI-generated story described her as a tragic figure, a young woman who, heartbroken and longing for peace, sought solace in the lake, ultimately meeting her end beneath its dark waters. This poignant narrative provided the foundation for her visual representation, suggesting a look that was both ethereal and sorrowful.



Drawing inspiration from her tale, the Drowned Maiden was envisioned as a ghostly figure whose beauty had been marred by her tragic fate. Her skin would be pale, almost translucent, with a blue undertone that hinted at the cold, watery depths in which she had drowned. We wanted, for the design, to show visually how the maiden had given herself to the lake, becoming one with its waters. Therefore, the idea arose that the lake grasses would grow from within her skin. The goal was to create a character that embodied both the haunting allure and the chilling finality of death.

Once the backstory was established, the next step was to create a visual design that would bring the Drowned Maiden to life. The design process began with mood boards filled with references to ethereal, waterlogged spirits from folklore, paintings of drowned figures, and imagery of underwater environments. These references helped shape the overall aesthetic of the character, blending elements of beauty and decay.



To capture realistic elements of lake plant life cuttings were collected from real grasses, roots, and reeds. Casts were taken of them, and prosthetics were then created from the molds using Platsil Gel-25 1 kg, which was encapsulated with Syncap 500 мл. The pieces needed to be lightweight and incredibly thin to replicate the delicate impression of nature.

The transformation began with the application of the prosthetics; Silicone Adhesive NEO Strong Bond 50 ml was chosen as the model would be submerged in water for some parts of the shoot. Ensuring the prosthetics didn’t lift was essential to avoid lengthy touch-ups that would delay the shooting time. The base color of the skin was the next stage in the process. FX Design Color Liquid 50 ml (steel), FX Design Color Liquid 50 ml (true white) & FX Design Color Liquid 50 ml (parchment) were selected to create a custom blend that created a mottled effect, as if the skin had been submerged in water for an extended period.



Because there were large areas to cover, including arms and legs, the FX Design Color Liquid 50 ml is the perfect choice, effortlessly covering large areas quickly. The FX Design Color Liquid 50 ml was thinned a little using Thin & Fix Solution 50 ml. The liquid is fully opaque, so using this technique creates a wash that gave the translucent quality required for a realistic impression of decaying skin. The blend was stippled on using a combination of sponges and brushes, which were built up in fine layers. The prosthetics were colored with the FX Design Color Palette 15 Colors in FX Design Color Refill Square (forest), FX Design Color Refill Square (lime), FX Design Color Refill Square (dark brown) & FX Design Color Refill Square (moss), creating a luscious, energetic green that stood out in perfect contrast to the paled skin tone. With the base layers complete, next was to add more detailing to the complexion. FX Design Color Refill Square (magenta wash), FX Design Color Refill Square (crimson) & FX Design Color Refill Square (bruise wash) were stippled and painted over the base, degrading its appearance even further and suggesting the strain of the maiden’s fate. Around the delicate areas like the eyes, Supracolor shades from the Coloring Vision палитра 18 цвята (Effects) were selected. Supracolor пълнител (lake altrot) and Supracolor пълнител (081) were applied over the eyelids and darkened in the socket line using Supracolor пълнител (047). Dark circles were created, enhancing the hollow, haunted look that was central to the character’s appearance. Engorged veins and capillaries were intricately painted on to add further signs of the body's stress reactions. Supracolor пълнител (death grey) was mottled over the lips to remove warmth and give a lifeless impression.



The eyes were a crucial element of the Drowned Maiden’s look. The team chose not to use contact lenses, as the model had to endure long hours on set. Instead, a frosted white editing tool was used in post-production to give the character a lifeless, otherworldly gaze. The Drowned Maiden’s hair was styled to appear wet and tangled as if it had been soaked in the lake's waters. The hair was first dampened and then treated with a special gel to give it a slick, glossy finish. Strands of synthetic moss and water plants were carefully placed in the hair to add to the illusion that she had just emerged from the depths. The final touch was the application of small beads of Glycerin 100 ml to the skin and hair to simulate water droplets. This added a dynamic element to the character, making it appear as though she was constantly dripping with water.



On set, the Drowned Maiden truly came to life under the careful guidance of the make-up team, the photographer, and the marketing team’s vision. The set was designed to resemble the rocky shores of the lake, with mist machines creating an eerie, foggy atmosphere that enveloped the character. The lighting was crucial in highlighting the subtle details of the make-up, casting shadows that accentuated the contours of the face and body. The model’s performance was also integral to the character’s portrayal. She moved slowly and deliberately, her movements mimicking the slow, languid flow of water. Her expressions conveyed a deep, haunting sorrow, making the Drowned Maiden not just a visual effect but a fully realized character with a story to tell.

The creation of the Drowned Maiden was a collaborative effort that showcased the transformative power of make-up and storytelling. Every detail, from the pale base layer to the frosted gaze, was meticulously crafted to bring this haunting character to life. The Drowned Maiden became one of the most memorable figures in the "Guardians of the Lake" campaign, a testament to the power of visual storytelling and the artistry behind character creation.



Through careful planning, creative collaboration, and technical expertise, the Drowned Maiden emerged not just as a figure of folklore but as a living, breathing embodiment of the sorrowful tale that haunted the waters of Hollow Creek.

Credits:
Shoot & Campaign Director & Concept Creator: Nadine Langer
Head of Design & Co-Director: Paulina Deptula
Head of Make-up Department & Shoot Producer: Paul Merchant
Key Make-up Artist: Steffi Berghmans
SFX Prosthetics: Steffi Berghmans
Make-up Artist: Becca Birch
Photographer: Rosie Hardy
Lighting Director: Rachel Sherlock
Image Editing: Rosie Hardy & Adam Bird
Set & props: Jessica Riley
Key Hair Stylist: Shelly Sumner
Hair Stylist Assistant: Grace Davis
Nails: Karen Louise
Marketing BTS film content: Joao Batista
Model: Fern Taylor