Monday, July 16, 2018
You are here:

Droga5, Director Gehrig Help COVERGIRL Thank "Infinite" Multicultural Women Who Voiced Their Makeup Needs

By

Robert Goldrich
Tuesday, Jul. 3, 2018

883 views

Log in or register now!

For too long, multicultural women and their skin weren’t catered for in the makeup world, especially when it came to foundation. So COVERGIRL listened and created TRUBLEND MATTE MADE: a foundation made for the unique needs of multicultural skin, in 40 beautiful shades. 

COVERGIRL created TRUBLEND MATTE MADE, but can’t take the credit. The credit goes to the infinite women who spoke up and voiced their skins’ unique needs. So COVERGIRL thanked them in this commercial--with the help of Droga5 NY and director Kim Gehrig of production house Somesuch.

The spot, which ends with a lengthy list of the “infinite” number of women who reached out to COVERGIRL, shows this diverse mix of females--from woman to woman to woman. And it culminates in a final dramatic stairwell shot that brings all the women together as one. Appearing on TV as a :15 and online as a longer cut, it’s an authentic yet elevated glimpse of the women who inspired TRUBLEND MATTE MADE as they go about their everyday lives. 

Credits

Client COVERGIRL Agency Droga5 NY David Droga, creative chairman; Alexander Nowak, executive creative director; Henry Kember, associate creative director; Neil Maclean, sr. art director; Emily Berger, copywriter; Debbie Pan, art director; Maria Wan, design director; Alex Lumain, designer; Jesse Brihn, Bryan Litman, co-directors of film production; Mike Hasinoff, executive producer, film; Jake Herman, associate producer, film; Mike Ladman, music supervisor; Bianca Escobar, producer, art. Production Somesuch Kim Gehrig, director; Nicky Barnes, exec producer; Saul Germaine, producer; Stuart Winecoff, DP. Editorial Work Editorial Jono Griffith, editor; Erica Thompson, exec producer; Jamie Lynn Perritt, producer; Theo Mercado, assistant editor. Postproduction MPC NY Matthew Loranger, exec producer; Krystle Timm, producer; Alvin Cruz, creative director; Sam Caine, lead Flame artist; Tim Crean, Derina Doorley, Rob Walker, Meggen Burdick, Giulia Barta, Greg Cutler, Lawrence Merrill, Flame team. Telecine Framestore Simon Bourne, colorist; Chris Anthony, sr. color producer; Hannah Oliver, Aaron Batista, production assistants; Postproduction Second Child Scott Chinn, exec producer; Pravin Chottera, motion graphics designer; Sara Mills, post producer; Natasha Kaser, retoucher. Music Sylvan Esso. Song” “Hey Mami” Sound Design Barking Owl Kelly Bayett, creative director/exec producer; Ashley Benton, producer; Morgan Johnson, sound designer. Audio Post Heard City Dan Flosdorf, Mike Vitacco, mixers; Andi Lewis, producer.

Category of ScreenWork: 

560x349

<iframe width="560" height="349" src="https://www.shootonline.com/embed/76923/560x349" frameborder="0" allowfullscreen></iframe>
 

640x390

<iframe width="640" height="390" src="https://www.shootonline.com/embed/76923/640x390" frameborder="0" allowfullscreen></iframe>
 

853x510

<iframe width="853" height="510" src="https://www.shootonline.com/embed/76923/853x510" frameborder="0" allowfullscreen></iframe>
 

1280x750

<iframe width="1280" height="750" src="https://www.shootonline.com/embed/76923/1280x750" frameborder="0" allowfullscreen></iframe>
Log in or register now!
Log in or register now!

Recent SHOOT News Stories

Sunday, Jul. 15, 2018

"Hotel Transylvania 3: Summer Vacation" has checked into the No. 1 spot at...

Friday, Jul. 13, 2018

The Martin Agency has created a department called Talent & Culture...

Friday, Jul. 13, 2018

Budweiser has a boat on the Moscow River and a disco. Coke set up an...

Friday, Jul. 13, 2018

Sterling K. Brown and Donald Glover aren't such Emmy outliers this year...

Friday, Jul. 13, 2018

Oren Brimer , a director and writer on HBO’s Crashing --starring Pete...

Friday, Jul. 13, 2018

Creative content company Alkemy X has hired Eli Rotholz as VP of business...

Recent SPW Releases

Friday, Jul. 13, 2018

GameStop delivers on the promise that stranger things can happen than an...

Friday, Jul. 13, 2018

The Hollywood Section of SMPTE ® , the organization whose standards work...

Friday, Jul. 13, 2018

Pace Pictures recently hosted international filmmakers from the Global...

Friday, Jul. 13, 2018

Sound Lounge, New York’s leading independent sound facility announces that...

Thursday, Jul. 12, 2018

Nominations for the 70 th Emmy ® Awards were announced today by the...

Top