Design and shoot the latest Make Up For Ever cosmetics collection, Rouge Artist, which features 60 vibrant shades, in collaboration with regional influencers to showcase how the collection is a celebration of identity, whilst staying relevant to the MENA region.
Whilst previous generations have been taught to idolise perfection, there has been a slow and steady shift in movements towards celebrating imperfections. How our audience chooses to showcase their beauty is a true celebration of their individuality.
Bring to life the Rouge Artist collection through a theatrical visualisation of how Rouge Artist empowers individuals, giving them the confidence and self-belief to release their inner artist whilst spiritually uniting them through a love for makeup and design.
Together with Make Up For Ever we ignited their global Rouge Artist campaign by truly embodying the brand’s unique beauty philosophy. With a renewed focus on Gen-Z, we created a campaign which resonated with today’s consumer, celebrating individuality and originality in how our customers live their lives and represent themselves online and in the physical world.
Working with 11 regional influential females, a series of portrait films offer insight into their lives as they reveal which one of the 60 new shades defines them, to be showcased across social platforms including Instagram, YouTube and Facebook.
The campaign takes inspiration from the very roots and values of the brand, incorporating subtle hints and throwbacks to Make Up For Ever’s heritage, and celebrates an eclectic group of women who are empowered to drive their own futures as they influence and inspire the next generation. They embody the spirit of the brand, breaking free from convention and daring to go against the norm. They are the leaders, the instigators and the renegades who break boundaries to create what matters.
Visualised through an energetic and theatrically driven art direction, you see a group of individuals united by the brand, as the lipstick is seen as the catalyst to revealing the different facets of their personalities.
The campaign stands as a larger statement of the brand’s commitment to the female community in the region, supporting and encouraging them to express themselves freely, lay claim to their true identity and re-discover their inner artist.