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.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
