Coty : advert-body-1 by Droga5
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Coty announced the biggest reinvention in CoverGirl's 60-year history with a vision to redefine the brand, starting with a powerful new expression of its purpose: “I Am What I Make Up.” With an aim to inspire people to embrace their unique identities and unapologetically create any version of themselves, or who they want to be, with makeup, CoverGirl will celebrate authenticity, diversity and expressiveness while eschewing unrealistic and idealized category standards.
The conversation kicks off with a long-form film entitled 'Made in the Mirror' that features six CoverGirls, most of whom were recently announced. They include chef, TV personality and author Ayesha Curry; actress, writer and YouTube sensation Issa Rae; singer and superstar performer Katy Perry; personal trainer Massy Arias; 69-year-old model and dietician Maye Musk; and professional motorcycle racer Shelina Moreda. All boundary-breakers, cultural change-agents and true makeup-lovers, these women accomplish, empower and inspire as strong representatives of the brand’s vision.
Credits
Client CoverGirl
Campaign I Am What I Make Up
Film Title “Made in the Mirror” (Tribe compilation film) - OLV
Agency Droga5 NY
Creative Chairman David Droga
Chief Creative Officer Ted Royer
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
Art Director Paige Whitaker, Kay Kim
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 Andy McGraw (‘Made in the Mirror’, ‘My Face’),
Edward Line (‘Spotlight’, ‘Man’s World’, ‘Age’, ‘The Pick Up’ ‘Know Me’)
Assistant Editor Tara Wall, Craig Quinlan
Executive Producer Lauren Bleiweiss
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
‘Made in the Mirror’ Track “And I Like It” by Jefferson Airplane
Mix Heard City
Mixer Mike Vitacco
Executive Producer Sasha Awn
Producer Andi Lewis
Photographer Camilla Akrans
