CoverGirlI Am What I Make Up
CoverGirl embraces inclusivity in their new campaign by Droga5
To launch their new product lines including a foundation that comes in 40 different shades, CoverGirl needed to create spots that showed the diverse range of women that use their products, while supporting their ongoing ‘I am what I make up’ campaign.
All spots were directed by Somesuch’s Kim Gerhig and imagined by Droga5, who teamed up with MPC’s specialized beauty group to enhance the stunning films through finishing.
‘Infinite’ features American woman-of-the-moment Issa Rae crossing paths with other women who are all wearing the brand’s new foundation as they go about their everyday lives. The spot ends with a powerful stairwell shot that brings all the women together as one, a scene that MPC helped bring to life through VFX by extending the crowd of women on the stairs as well as the stairs themselves. The longer-length version of the spot also finishes with a lengthy list of the “infinite” number of women who reached out to CoverGirl and asked for foundation that caters to all skin tones.
Sam Caine, 2D Lead at MPC’s New York studio, said: “It was exciting to work on this CoverGirl campaign as it’s a reflection of today’s cultural climate – one that’s positive, inclusive and empowers women to express their own ideas about beauty. In our approach to retouching, we tried to honor their ideals. Our method used a light hand, carefully accentuating the qualities that already made these women so stunning, while preserving what made them unique, real and naturally beautiful.”
MPC enhanced the spots through finishing, elevating the overall look and feel of the spots to make the products really ‘pop’.