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.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More