CoverGirl Thanks the Many in New Ad That Celebrates Inclusive Foundation Line

It was created for the unique needs of multicultural skin

Issa Rae continues to inspire for CoverGirl. CoverGirl
Headshot of Cara Anderson

For the longest time, multicultural women and their skin weren’t necessarily catered to in the makeup world, especially as it related to foundation.

So CoverGirl, in an ever-changing landscape of fashion and beauty, created Trublend Matte Made: a foundation made for the unique needs of multicultural skin, in 40 shades. To promote the product launch, CoverGirl created the film “By the Infinite” as a part of the “I Am What I Make Up” campaign to the emphasize the power of makeup to express individuality.

The film is a thank you letter of sorts to the many, varied women who spoke up about their skins’ unique needs. It begins by addressing these voices, “For everyone who told us what they needed in foundation.”

The spot was directed by Kim Gehrig and brought together an infinite array of women who move throughout the film with a hypnotic soundtrack that creates a fluid take; from woman to woman to woman. The film culminates in a powerful stairwell shot that brings all the women together as the copy describes the “foundation, inspired by the infinite, made for you.”

The inspiring film has many unknown women playing an “everywoman” role but also uses different creative and groundbreaking female influencers that appear throughout CoverGirl’s extended campaign such as entertainer Issa Rae, style icon Maye Musk and motorcycle racer Shelina Moreda.

The spot is limited to 15 seconds for television, but an online version is much longer. In it, the brand thanks the thousands of women who inspired the campaign: from women involved with the formulating of the product to those who posted consumer reviews on a range of retailer websites, and more.

At the end of the online film, the thousands of names are listed as “credits”—a scrolling list that makes them a feature as well as an inspiration. The campaign also utilizes out-of-home advertising and print ads to thank the infinite women that inspired the campaign.


Campaign: TruBlend Matte Made Foundation
Title: ‘By the Infinite’

Agency: Droga5 NY
Creative Chairman: David Droga
Executive Creative Director: Alexander Nowak
Associate Creative Director: Henry Kember
Senior Art Director: Neil Maclean
Copywriter: Emily Berger
Art Director: Debbie Pan
Design Director: Maria Wan
Designer: Alex Lumain
Co-Director of Film Production: Jesse Brihn, Bryan Litman
Executive Producer, Film: Mike Hasinoff
Associate Producer, Film: Jake Herman
Music Supervisor: Mike Ladman
Director of Business Affairs: Jocelyn Howard
Business Affairs Manager: Kiki Powell
Producer, Art: Bianca Escobar
Producer, Print: Riely Clough
Group Strategy Director: Katy Alonzo
Strategy Director: Cecilia Diaz
Global Chief Strategy Officer: Jonny Bauer
Communications Strategy Director: Michael Pignone
Group Account Director: Courtney Russell
Account Director: Krista Tarty
Account Manager: Patrick Glaser
Associate Account Manager: Gregory Tate-Villa
Project Manager: Tessa Muchura
Legal: Erica Palaia

SVP, NA & Global: Ukonwa Ojo
Global Director: Erika Woods

Production Company: Somesuch
Director: Kim Gehrig
Executive Producer: Nicky Barnes
Producer: Saul Germaine
DOP: Stuart Winecoff

Editorial: Work Editorial
Editor: Jono Griffith
Executive Producer: Erica Thompson
Producer: Jamie Lynn Perritt
Assistant Editor: Theo Mercado

Post Production: MPC NY
Executive Producer: Matthew Loranger
Producer: Krystle Timm
Creative Director: Alvin Cruz
Lead Flame Artist: Sam Caine
Flame Team: Tim Crean, Derina Doorley, Rob Walker, Meggen Burdick, Giulia Bart, Greg Cutler, Lawrence Merrill

Telecine: Framestore
Colorist: Simon Bourne
Senior Color Producer: Chris Anthony
Production Assistant: Hannah Oliver, Aaron Batista

Post Production: Second Child
Executive Producer: Scott Chinn
Motion Graphics Designer: Pravin Chottera
Post Producer: Sara Mills
Retoucher: Natasha Kaser

Music: Sylvan Esso
Song: Hey Mami

Sound Design: Barking Owl
Creative Director/Executive Producer: Kelly Bayett
Producer: Ashley Benton
Sound Designer: Morgan Johnson

Mix: Heard City
Producer: Andi Lewis
Mixer: Dan Flosdorf, Mike Vitacco

Photographer: Camilla Akrans
BTS Photographer Frank Terry

@cara_02 Cara Anderson is a contributor to Adweek.