Sephora has teamed up with agency R/GA to launch the “Black Beauty is Beauty” campaign which shines a light on the significance of Black beauty expertise on culture, from the people, products, tools and trends that have shaped modern beauty.
A key element of the campaign is this “Black Beauty is Beauty” statement film, which highlights the Black people, cultures and communities behind the many beauty origins and rituals we know today. The 60-second spot was directed by Academy Award-nominated filmmaker and artist Garrett Bradley, and uses a collage style to show the trends, products and tools in the mainstream and then juxtaposes them with Black beauty culture.
A Best Documentary Feature Oscar nominee this year for Time, Bradley directed the Sephora spot via production house m ss ng p eces.
The campaign continues Sephora’s commitment to diversity, equity and inclusion. Last year Sephora became the first major retailer to commit to the 15 Percent Pledge (which is to carry 15% more Black-owned brands).
Credits
Client Sephora Agency R/GA NY Shannon Washington, SVP, executive creative director; Katie Yoder, Katie Edmondson, creative directors; Asyla Fisher, sr. art director; Saige Sharpe, sr. copywriter; Erica Jense, director, content production; Purvi Sheth, Jennifer Arcese, sr. content producers; Erin Stella, associate content producer; Laura Kelly, group director, production; Shar-de Ricketts, executive producer. Production m ss ng p eces Garrett Bradley, director; Sara D’Alessio, line producer; Kate Oppenheim, managing director. Editorial Rock Paper Scissors Chris Mitchell, editor; Christian Oreste, Evelihna Gokinayeva, assistant editors; Eve Kornblum, managing director; Lisa Barnable, producer. Color Company 3 Jaime O’Bradovich, colorist; Kevin Breheny, color producer. Finishing/VFX The Mill Anne Trotman, beauty VFX supervisor; Anton Anderson, Burtis Scott, lead beauty artists; Kevan Lee, Jeff Robins, finish artists; Chanelle Lanos, associate producer; Luis Martin, production supervisor; Heath Raymond, exec producer. Sound Sonic Union Julienne Guffain, sound designer/mixer; Pat Sullivan, head of production. Music The Elements Music Josh Glazer, composer. Track: SephoraTwo7e2-edit5 Hair & Makeup Suzette Boozer, hair; Grace Phillips, makeup.
This trailer promotes Charge Around The Globe, a new adventure docuseries that follows record-breaking traveler Lexie Limitless on an extraordinary journey to circumnavigate the globe in an electric vehicle--traveling over 30,000 kilometers across six continents, all in pursuit of one world record. The three-part series on Prime Video in the U.K. showcases the capabilities of modern electric vehicles while immersing viewers in the numerous experiences and challenges Lexie encounters throughout her journey. As she navigates various challenges throughout her trip, Charge Around the Globe serves as a testament to the spirit of exploration. Ford, Wieden+Kennedy London and WracK teamed on the series.
The documentary aims to address the primary concern hindering many consumers from transitioning to electric: doubts about the range and capability of electric vehicles. As a 120-year-old brand, Ford looked to its past as inspiration for the switch that’s taking place today. Over a century ago, pioneering explorer Aloha Wanderwell set off from Nice at the age of 16 to become the first woman to drive around the world in a Ford Model T. Now, in 2024, we get to see Lexie, the youngest person to visit every country in the world, take to the wheel of the electric Ford Explorer, reinventing that historic journey for a new generation. Along the way, she meets extraordinary people, navigates difficult terrains, and faces the challenges of a constantly evolving charging infrastructure that puts her to the test.
“Charge Around The Globe has been the ultimate test drive for our new electric Ford Explorer. We took on every kind of weather and road condition and dealt with just about every charging scenario. The journey embodies the true... Read More
