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Sephora has released its first campaign in China that is a mash-up of a music and martial arts video.
The campaign, which was conceptualised by Shanghai-based agency Fred and Farid, sees Chinese singer-songwriter Huang Zi Tao, also known as Z.Tao, dancing and fighting with the colours of various Sephora products exploding around him.
Tao, who is trained in the Chinese martial arts of Wushu, worked with production company Final Frontier in Beijing inside a pair of custom-built studio sets over two days.
Final Frontier also enlisted the help of Shane Griffin, global creative director at Los York and Paolo Cavalieri of BleedVFX, a Buenos Aires-based studio specialising in 3D materials.
“At our core Final Frontier is all about design, and that’s what I loved about this project,” said Gustavo Karam, executive producer at Final Frontier.
“Even with a big live-action component, it was a design piece, with creative set designs, beautiful compositions, artistic inspirations and a cool music video vibe.”
Credits
Agency: Fred & Farid Shanghai
Client: Sephora China
Brand Supervisor: Yvonne Zhou, Kate Lee, Linda Li
Agency Supervisor: Louise Battus, Wenwen Zhao, Arlene Qi, Kaitlyn Liu
Chief Creative Officers: Fred & Farid
Creative Director: Juliette Lavoix
Copywriter: Hilda He
Art Director: Jessica Tan, JiaXin Tang
Brand Strategist: Gabrielle Guan
Agency Producer: Jessie Huang, Charles Renard
Agency Post-Producer: Charles Renard
Production Company: Final Frontier
Executive Producer: Gustavo Karam, Chris Colman
Director: Shane Griffin (Los York)
Production Manager: Santino Sladavic (Los York)
Director of Cinematography: Stéphane Vallée
1st Assistant Director: Patty Tsai
Producer: Rose Yeow, Ken Li
EP Assistant: Stacey Lu
Field producers: Rainbow, Chen Chang
Art Director: Chang Dan Ni
Props: Liu Sai
Makeup Artist: Serena Li
Wardrobe Stylist: Le Ya
Casting: Li Dong Mei
Camera Assistant: Shi Xu
Steadicam: Rick David Tullis
DIT: Liu Pei Xun
Rigger: Xu Yong Jie
Gaffer: Hou Jian
Still Photographer: Charles Guo
Post Production: BleedVFX
VFX Supervisor: Paolo Cavalieri
Executive Producer: Lisa Maffi
Producer: Lucila Trobbiani
TD: Nico Zabala
