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).
REGISTRATION REQUIRED to access this page.
Already registered?
LOGIN
Don't have an account?
REGISTER
Registration is FREE and FAST.
The limited access duration has come to an end. (Access was allowed until: 2021-08-06)
Credits
Client 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.
Once again, this holiday season, BBDO New York and the American Red Cross have launched a campaign underscoring the urgent needs of families disrupted by disasters--something that occurs every eight minutes across the country, over 7,000 times during the
holidays alone.
Running on TV and online through December, the campaign include this PSA titled “Packing,” directed by Anthony Frattolillo via One Free Play. The spot begins with a family that appears to be preparing for a trip. But the mood shifts dramatically when it is revealed the reason they are really packing is an imminent wildfire, and that they are evacuating to a Red Cross shelter. The spot ends with a call to action: “They’re relying on us. We’re relying on you. Please donate.”
BBDO associate creative director Nicole Dombey shared, “I experienced an evacuation as a child, and I’ll never forget the quiet confusion of that moment. As a team, we wanted to capture that mix of innocence and uncertainty families feel in those moments.”
Director Frattolillo stated, “I’ve packed that same car three times, sat in that same traffic jam, worrying about my safety and the safety of my family, thinking we might not see home again. So when we made this film, I wanted people to feel what that moment is really like, the fear, the uncertainty, and the hope that someone will be there when you need them most.”
