Sephora pays tribute to Chinese kungfu with music and martial arts mash-up
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 for LVMH-owned Sephora 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.
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“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.”