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).
CreditsClient 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.
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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