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

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.” [kickout id="1"] 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. CREDITS: Client: COVERGIRL 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 Client COVERGIRL 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