The brand movement specialists at strategic creative ideas studio We Are Plus (www.weareplus.com) are very proud to detail their latest collaboration with the creative team from MโขAโขC Cosmetics. Building upon their long-standing joint efforts to create compelling brand films which have historically been featured by MโขAโขC’s executives within high-profile marketing activities ranging from worldwide showcasing within retail stores to keynote screenings in sales, training and promotional events — and are now integrated into their website — the latest joint-effort is entitled “Spring Colour Forecast.” Running 3:35 in length, the project showcases MโขAโขC’s Spring Color Forecast collection, which officially launches on March 6.
For the seventh straight year, this strategic communications project once again united We Are Plus co-creative directors Jeremy Hollister and Judy Wellfare and their colleagues with MโขAโขC Cosmetics’ senior executives, including SVP/Creative Director, James Gager, VP/Design, Toni Lakis, Executive Director/Producer, Cindy Carrandi, and Director/Design, Loann Lam.
“As the world’s top-selling cosmetics line,” Hollister began, “MโขAโขC is revered worldwide, and we feel that a great deal of credit goes to their diligent, innovative use of brand films in ways that make their marketing extremely effective. MโขAโขC has long been committed to producing strategic brand films for important, non-advertising marketing activities. As part of their concerted communications efforts, incorporating these films into their website and showing them in-store and directly to make-up artists has contributed immensely to the phenomenal, viable connections they’ve built globally with members of their target audiences.”
“Our challenge this year was to create an audiovisual kaleidoscope of emotional responses to color, centered around the four key colors of MโขAโขC’s Spring Forecast collection: pink, coral, purple and gold,” Wellfare explained. Working with We Are Plus projects producer Zu Al-Kadiri, production manager Nannette Nelms, and senior designer/animator Laura Rieland to bring “Spring Colour Forecast” to life involved combining original live-action cinematography with artistic design elements created entirely in-house.
Additional project credits include Flame artist David Elkins, and the original score is courtesy of composers Brent Asbury, Kenseth Thibideau and Brandon O’Connell of Kovarova/Singing Serpent for sections entitled “Pink,” “Coral” and “Gold” respectively, and John Napolillo for “Purple.”
Please visit www.MacCosmetics.com for more information on MโขAโขC Cosmetics.
About We Are Plus
A strategic creative ideas studio, We Are Plus are brand movement specialists and creative catalysts poised to deliver what is needed by brands today and tomorrow. We Are Plus thrives at the intersection of creativity and entrepreneurship. The company’s unique expertise successfully transports brands, products, ideas and innovation to market. By uniting visionary brand strategy with masterful thinking, design, and production, We Are Plus propels these ideas across every form of media. We Are Plus works in concert with decision-makers behind the world’s most prominent brands, forging powerful, lasting commercial connections with consumer groups ranging from niche to mainstream. Catch the movement by visiting www.weareplus.com, or call +1.212.473.3800.
