Read our new manifesto
Future 50 Banner

Covergirl: Focus by Droga5

Agency: Droga5
Client: Covergirl
Date: May 2018
Your Vote
Overall Rating
Opps, please vote again
3 votes

The latest entry in the 'I Am What I Make Up' campaign, ‘Focus,’ features powerful fitness trainer and social media star Massy Arias.

The 45-second film promotes Covergirl’s new Flourish Mascara by LashBlast, and it illustrates that wearing makeup isn’t just about how a woman portrays herself to others – it’s also about the role it plays in “me time,” from the therapeutic act of applying to the empowering satisfaction of the completed look, according to the company.

The message is brought to life by showing Arias alone, first putting on the mascara, then training on rings, with a final shot of her holding herself steady and upside down on those rings. She imbues the spot with confidence and strength, an illustration of a woman unapologetically taking time for herself, with Flourish mascara as an emblem of how she feels in these peaceful moments alone.


Agency: Droga5

Client: Covergirl