For too long, multicultural women and their skin weren’t catered for in the makeup world, especially when it came to foundation. So COVERGIRL listened and created TRUBLEND MATTE MADE: a foundation made for the unique needs of multicultural skin, in 40 beautiful shades.
COVERGIRL created TRUBLEND MATTE MADE, but can’t take the credit. The credit goes to the infinite women who spoke up and voiced their skins’ unique needs. So COVERGIRL thanked them in this commercial–with the help of Droga5 NY and director Kim Gehrig of production house Somesuch.
The spot, which ends with a lengthy list of the “infinite” number of women who reached out to COVERGIRL, shows this diverse mix of females–from woman to woman to woman. And it culminates in a final dramatic stairwell shot that brings all the women together as one. Appearing on TV as a :15 and online as a longer cut, it’s an authentic yet elevated glimpse of the women who inspired TRUBLEND MATTE MADE as they go about their everyday lives.
Credits
Client COVERGIRL Agency Droga5 NY David Droga, creative chairman; Alexander Nowak, executive creative director; Henry Kember, associate creative director; Neil Maclean, sr. art director; Emily Berger, copywriter; Debbie Pan, art director; Maria Wan, design director; Alex Lumain, designer; Jesse Brihn, Bryan Litman, co-directors of film production; Mike Hasinoff, executive producer, film; Jake Herman, associate producer, film; Mike Ladman, music supervisor; Bianca Escobar, producer, art. Production Somesuch Kim Gehrig, director; Nicky Barnes, exec producer; Saul Germaine, producer; Stuart Winecoff, DP. Editorial Work Editorial Jono Griffith, editor; Erica Thompson, exec producer; Jamie Lynn Perritt, producer; Theo Mercado, assistant editor. Postproduction MPC NY Matthew Loranger, exec producer; Krystle Timm, producer; Alvin Cruz, creative director; Sam Caine, lead Flame artist; Tim Crean, Derina Doorley, Rob Walker, Meggen Burdick, Giulia Barta, Greg Cutler, Lawrence Merrill, Flame team. Telecine Framestore Simon Bourne, colorist; Chris Anthony, sr. color producer; Hannah Oliver, Aaron Batista, production assistants; Postproduction Second Child Scott Chinn, exec producer; Pravin Chottera, motion graphics designer; Sara Mills, post producer; Natasha Kaser, retoucher. Music Sylvan Esso. Song” “Hey Mami” Sound Design Barking Owl Kelly Bayett, creative director/exec producer; Ashley Benton, producer; Morgan Johnson, sound designer. Audio Post Heard City Dan Flosdorf, Mike Vitacco, mixers; Andi Lewis, producer.
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
