A campaign for COVERGIRL’S new TruBlend Matte Made foundation.
Executive Creative Director: Alexander Nowak
ACD/Copywriter: Henry Kember
Senior Art Director: Neil MacLean
Copywriter: Emily Berger
Art Director: Debbie Pan
Executive Producer, Film: Mike Hasinoff
Director: Kim Gehrig
DOP: Stuart Winecoff
Editor: Jono Griffith @ Work Editorial
Post Production: MPC NY
Colorist: Simon Bourne
Music: Sylvan Esso “Hey Mami”
Sound Design: Barking Owl
“For the longest time, multicultural women and their skin weren’t necessarily catered to in the makeup world, especially as it related to foundation.
So CoverGirl, in an ever-changing landscape of fashion and beauty, created Trublend Matte Made: a foundation made for the unique needs of multicultural skin, in 40 shades. To promote the product launch, CoverGirl created the film “By the Infinite” as a part of the “I Am What I Make Up” campaign to the emphasize the power of makeup to express individuality.
The film is a thank you letter of sorts to the many, varied women who spoke up about their skins’ unique needs. It begins by addressing these voices, “For everyone who told us what they needed in foundation.”
The spot was directed by Kim Gehrig and brought together an infinite array of women who move throughout the film with a hypnotic soundtrack that creates a fluid take; from woman to woman to woman. The film culminates in a powerful stairwell shot that brings all the women together as the copy describes the “foundation, inspired by the infinite, made for you.”
The inspiring film has many unknown women playing an “everywoman” role but also uses different creative and groundbreaking female influencers that appear throughout CoverGirl’s extended campaign such as entertainer Issa Rae, style icon Maye Musk and motorcycle racer Shelina Moreda.
The spot is limited to 15 seconds for television, but an online version is much longer. In it, the brand thanks the thousands of women who inspired the campaign: from women involved with the formulating of the product to those who posted consumer reviews on a range of retailer websites, and more.
At the end of the online film, the thousands of names are listed as “credits”—a scrolling list that makes them a feature as well as an inspiration. The campaign also utilizes out-of-home advertising and print ads to thank the infinite women that inspired the campaign.”