made in the mirror
after 21 years, we changed covergirl’s famous tagline from ‘easy breezy, beautiful’ to ‘i am what i make up.’ the message celebrated the power to express any side of who you are, who you want to be, at any moment, through makeup.
the campaign kicked off with an anthemic launch featuring 5x new covergirls, including comedian and actress issa rae, celebrity chef ayesha curry, and legendary model maye musk - to name a few. the launch film was followed by a series of product-specific films featuring each covergirl. drug stores got a revamp too with all-new product packaging and print layouts.
production credits:
director: matt lambert | prettybird
dops: crille forsberg & rachel morrison
editors: andy mcgraw, leo scott, ed line
featuring: katy perry, ayesha curry, maye musk, issa rae, shelina moreda and massy arias
music by: jefferson airplane, peaches, lizzy mercier descloux
agency credits:
agency: droga5
executive creative director: alex nowak
creatives: shannon washington, marie delpy, ariella gogol, marybeth ledesma, phil hadad, gemma slack, hannah park
executive producer: mike hasinoff
the campaign continued with a big product launch of a new foundation, formulated specifically for the unique needs of multicultural skin, all in 40 shades.
to give credit where credit was due, we created a film dedicated to the hundreds of thousands of women who inspired the product’s creation. and then we thanked them all, by name, in a crazy-long credit list.
production credits:
director: kim gehrig | somesuch
cop: stuart winecoff
editor: jono griffith
featuring: maye musk, shelina moreda, issa rae (and her 3x real best friends)
music by: sylvan esso
agency credits:
agency: droga5
executive creative director: alex nowak
creatives: neil maclean, henry kember, debbie pan, emily berger, gemma slack, hannah park <3
executive producer: mike hasinoff