MAKE UP FOR EVER Middle East has launched its ‘Focus On Me’ campaign, collaborating with CRATER, The Creative Visual Production House.
The content that was launched during Ramadan and was conceptualized and directed by CRATER represented Director Duo, SOVEREIGNS. (James Hulbert and SimonMorehead).
“Having directed past key campaigns for Make Up For Ever, we understood the value the brand’s make-up artists have on the development of the products and this was at the forefront of our creative. It was imperative to equalize our talent, putting both influencers and make-up artists as the heroes of the campaign,” says director James Hulbert.
HD Skin Powder Foundation was given a new look for the brand that is geared towards the GCC market.
“We wanted to really bring out the characters on-screen, showcasing their energy and confidence that was evoked when the product was applied,” he adds.
Filmed over two days with a commercial-sized crew the content was captured in the heart of Dubai that offered multiple backdrops in which to stage the variety of sets that the campaign called for.
“Two influencers were carefully selected who we believe fit our campaign perfectly. Dina Al-Khudari, a young Gen-Z TikToker has an extremely unique look and Jood Aziz, an actress from Saudi Arabia speaks to both our current loyal audience as well as being appealing to a new viewership as we further reinforce brand affinity.”
CRATER did an amazing job, capturing each of their unique traits and ensuring our campaign was a huge success’ says MAKE UP FOR EVER’S Social Media Manager, Hikmat Hatab.
The result is a series of content that has been rolled out across all social platforms.
“A successful campaign requires a collaborative approach from both brand, agency and production house,” says Cirine Mazloum, Digital, PR and CRM at MAKE UP FOR EVER.
“We worked with CRATER on our biggest product launch of the year, the HD Skin Powder Foundation, and it was a really positive experience. We couldn’t be happier with the final result.”
CRATER, collaborates with brands and agencies across creative, strategic and production services through film, photography, VFX, animation and 3D OOH.