We were asked to find a fun, engaging way to bring some very dry product demonstrations (normally done in a COVERGIRL lab) to life, so we collaborated with photographer-director Stephanie Gonot on a series of zippy 15-second spots showing the effectiveness of the new TruBlend Matte foundation. In an earth-toned environment set to a spare drum track, we show in first-person perspective just how well this new formula works. And then in one quick, fluid camera move, we show the full 40 shade lineup.
These films were hugely popular, garnering over 7 million combined views on YouTube and more on Facebook and Instagram.
Executive Creative Director: Alexander Nowak
Senior Art Director: Neil MacLean
ACD/Copywriter: Henry Kember
Producer: Jacob Herman
Director: Stephanie Gonot
Agency: Droga5