In this 4-part series, Adrienne Bailon-Houghton takes viewers on a journey to glean the wisdom passed down through Latine generations and discover the meaning of belleza. She interviews Babba Rivera, Founder/CEO of Ceremonia in New York City and Los Angeles; Desiree Verdejo, Founder/CEO of multicultural skincare brand Hyper Skin; Carina Chaz, Founder/CEO of fragrance company Dedcool. Bailon-Houghton is also featured throughout the series with her apparel, handbag, and jewelry brand, LA VOÛTE. The program was helmed by award-winning writer, director, and Dominican Republic native Gabriela Ortega and produced in collaboration with NBCUniversal’s Creative Partnerships, Digitas, and creative studio Ventureland. Union’s Daniel Luna served as Supervising Editor. "The Foundation of Belleza" (beauty), from Sephora, Digitas, and NBCUniversal, streams exclusively on Peacock.
CreditsClient: Sephora and NBCUniversal/Peacock
Agency: Digitas
Spots Title(s): SEPHORA “Foundation of Belleza Episodes 1-4
First Air Date: 11/15/2023
Creative Studio: Ventureland
Director: Gabriela Ortega
Executive Producer: Natasha Wellesley
Agency Producer: Marissa Mackel
Production Company: North of Now
Producer: Nick Boak
Editorial Company: Union Editorial / LA
Supervising Editor: Daniel Luna (and Editor of Episodes 2 & 4)
Editor: Nadine Mueller (Episode 3)
Editor: Eleanor Infante (Episode 1)
Assistant Editor: Julia Armine
Assistant Editor: Otto Mertins (edited episode trailers)
Producer: Haydee Robles
President / Managing Partner: Michael Raimondi
EP: Joe Ross
Telecine Company: Hunter
Colorist: Carolyn Woods
EP: Logan Aries
Post/Effects Company: Hunter
VFX Artist: Mannix Rickenbacher
Composer: Rene Boscio
Sound Design Company: Hunter
Sound Designer: Milos Zivkovic
Shoot Location: LA/NY
Propel featuring Michael B. Jordan
Invisible North (IN) proudly unveiled a pioneering 2024 360 campaign for Propel, starring Michael B. Jordan. Last year, Propel announced Michael as their new brand partner, with a shared mission of bringing communities together through movement. In year one, IN partnered with Propel and Michael (alongside NOUN and Acceleration Community of Companies) to launch the Propel Your City Project (PYCP) - an initiative to drive fitness access by investing in local communities.
To launch the project, a hero film was created to share the ‘why’ behind PYCP and feature one of the partner organizations, WalkGood LA. Following the launch, they partnered with organizations in Atlanta, Detroit, Houston, and LA to expand programming in bespoke ways to address local needs and make the most impact. Year one was a huge success - providing over 160 free fitness classes for exercisers nationwide and seeing a positive impact on the local organizations, including supporting WalkGood LA in establishing an accessible, central fitness space called The WalkGood Yard. Building off of the success of 2023, IN worked with Propel and Michael’s team, to lean into the power of community to create a brand anthemic spot. This year’s TVC showcases Propel’s shared mission with Michael to help exercisers reach their goals with the help of their community. As their research confirmed, for many exercisers, going on their fitness journey alone can be difficult, which is why the spot captures the energy and motivation that comes from moving together. It also highlights how Propel plays a role in fueling your fitness journey, with Michael speaking to the power of having a community that pushes you toward your goals.
The 30-second spot is currently airing on all... Read More