McCann Paris has released a new iteration of the campaign “Lash Paradise” for L’Oréal Paris and its flagship product, Lash Paradise.
Through this new Bruno Aveillan-directed longer version of the film, Lash Paradise is positioned as such a bestseller on Earth that even angels would like to take their eyelashes to heaven. This is how one can witness a singular spectacle: two angels embodied by Elle Fanning and Camila Cabello bungee jump down from the sky. As they both have spotted a reflecting pool in the middle of beautiful Paris, they use it, in a moment of suspended poetry, to apply the products before going back to heaven.
“We were looking for a strong, new, amazing image: an image that could convey in an instant the pleasure of this particular moment of application of Lash Paradise mascara. As if time stood still… As if the softness of the mascara plunges us into a feeling of weightlessness…We invented this fairytale and lyrical sequence: our heroine, as light as an angel, jumps from a cloud, with a bungee cord, to come and put her make-up on in the reflecting pool of a Parisian fountain. She’s definitely worth it.” says Julien Calot, creative director of Beauty Team at McCann Paris.
CreditsClient L’Oreal Paris Agency McCann Paris X Beauty Team Julien Calot, Sylvain Merigeau, creative directors; Axel Didon, Joseph Dubruque, Raphael Stein, associate creative directors; Juliette Labadie, artistic director; Thibault Blacque Belair, head of production; Julien Gence, head of postproduction; Sabrina Brnaco, postproduction; Marie Prouve, postproduction sound. Production Quad Bruno Aveillan, director; Val Garland, Ismael B, makeup; Stephane Lancien, hairstyle; Barbara Baumel, design; Joseph Bennett, head of decoration. Postproduction Fix & Quad Sound Postproduction Captain Plouf Music “Lash Paradise 2020” Pauline Lopez De Ayora, Nicolas Mantoux, writers/composers; Audrey Plessas, voiceover; Captain Plouf, publisher.
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More