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.
CreditsClient 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.
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brand’s story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled “A New York Minute,” the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brand’s own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuri’s jewelry makes an appearance as the best supporting actor.
“When I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a ‘campaign’ could be,” said Jacob Jordan, chief brand officer, Mejuri. “Gia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuri’s values of celebrating women as their truest selves. I can’t wait for us to continue to tell the next chapters of this story.”
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