The Drum Awards for Marketing - Extended Deadline

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Agency: Droga5
Client: Covergirl
Date: Nov 2017
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Writer, actor, and co-creator of HBO critically-acclaimed 'Insecure', Issa Rae hones her personal brand of 'awkward black girl' for Covergirl's new #IAmWhatIMakeup campaign.

The spot, showcasing her in the makeup brand's new 'Melting Pout Metallics' lipstick, has her sitting at a bar, firing pickup line after pickup line as she seemingly waits for her date.

"No, you look good too," she coos her imaginary date, broadly smiling "No, I'm serious, you look good—almost as good as me!"

She bursts into laughter, and we enter a series of quick cuts as she practices her lines to suitors that don't exist. True to form, Issa's come-ons get increasingly awkward, from "I have a couch at home and it has your name on it... our names—what's your name?" to "How about we stop moving these lips... and start moving these lips?"

The reveal at the end of Issa flirting with her reflection is a clever callback to her mirror monologues on 'Insecure', but also allows her to playfully bask in the confident bold style that makes her a worthy Covergirl star.

Credits

Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Chief Executive Officer: Sarah Thompson

Executive Creative Director: Alexander Nowak

Creative Director: Ray Smiling, Shannon Washington

Associate Creative Director: Ariella Gogol

Associate Creative Director: Marie Delpy

Senior Copywriter: Phil Hadad

Senior Art Director: Marybeth Ledesma

Copywriter: Emily Berger, Abe Chuang, Hannah Park

Art Director: Paige Whitaker, Kay Kim, Gemma Slack

Design Director: Maria Wan

Senior Designer: Kayt Brylinsky

Designer: Alex Lumain

Chief Creation Officer: Sally-Ann Dale

Co-Directors of Film Production: Jesse Brihn, Bryan Litman

Senior Producer, Film: Mike Hasinoff

Associate Producer, Film: Jake Herman

Music Supervisor: Mike Ladman, Jessica Dierauer

Director of Integrated Production Business Affairs: Jocelyn Howard

Senior Business Affairs Manager: Kiki Powell

Senior Traffic Manager: Wendy Kaplan

Director of Art Production: Cliff Lewis

Associate Director of Art Production Bianca Escobar

Director of Print Services Rob Lugo

Associate Director of Print Services Riely Clough

Retouching Studio Manager Michelle Leedy

Senior Retoucher Pete Gibson, John Ciambriello, John

Clendenen, Mike Vorrasi

Retoucher Natasha Kaser

Retouching Coordinator Michael Mockler

Global Chief Strategy Officer Jonny Bauer

Group Strategy Director Katy Alonzo

Strategy Director Nika Rastakhiz

Senior Strategist Cecilia Diaz

Head of Communications Strategy Colleen Leddy

Senior Communications Strategist Michael Pignone

Chief Intelligence Officer Amy Avery

Data Strategy Director Anthony Khaykin

Strategist Kaveri Gautam

Executive Group Account Director Brett Edgar

Account Director Lucy Santilli

Account Supervisor Sophia Bernard

Account Manager Danielle Frank

Group Project Manager Bill Willson

Client: COVERGIRL

Ukonwa Ojo SVP, COVERGIRL

Erika Woods Director, CG Global

Production Company: Prettybird

Director: Matt Lambert

DOP: Crille Forsberg

Executive Producer: Kerstin Emhoff

Head of Production: Tracy Hauser

Producer: Julie Sawyer

Editorial: Cartel

Editor: Edward Line

Assistant Editor: Tara Wall, Craig Quinlan

Executive Producer: Lauren Bleiweiss

Head of Production: Meagan Carroll

Producer: Ana Orrach

Post Production: The Mill

Executive Producer: Sallyann Houghton

Producer: Anna Borysewicz

Production Coordinator: Michael Brown

Colorist: Greg Reese

Color Producer: Diane Valera

Shoot Supervisor: Eric Swenson

2D Lead: Anne Trotman

2D Artists: Sam Caine, Burtis Scott, Nicky Picardo, Ari Garber, Kyle Zemborain

Original Music & Sound Design: Q Department

Executive Creative Director: Drazen Bosnjak

Creative Director: Zack Rice

Senior Producer: Guin Frehling