Creativity

CoverGirl muscles up in mascara ad starring Massy Arias

Product-focused spot is latest in 'I Am What I Make Up' campaign via Droga5

By Jack Neff. Published on May 01, 2018

Editor's Pick

CoverGirl is muscling up its "I Am What I Make Up" campaign with a new product-focused ad featuring Massy Arias, the certified personal trainer formerly known as MankoFit, and the brand's new Flourish Mascara by LashBlast.

The Coty brand's advertising and new tagline from Droga5 went live in October---replacing nearly a generation of "Easy Breezy Beautiful" ads with a celebration of the role makeup plays in women's self expression. The new 45-second ad "Focus" is a "portrait of solitude," as Droga5 describes it, showing how makeup isn't just about presenting the best face to others, but also about how women spend time alone.

Arias has credited exercise to helping her heal her depression after ending and abusive relationship and dealing with her brother's health issues. Her "Focus" ad is meant to encourage women to take back their time without feeling they have to explain themselves, while drawing a parallel between a workout and the concentration and repetition required to apply Flourish mascara.

That repetition is key: With CoverGirl's new products hitting stores recently, Coty is looking show CoverGirl is more than a beautiful new ad campaign, and reverse the brand's long decline, largely at the hands of former owner Procter & Gamble Co.

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Credits

Date
May 01, 2018
Agency:
Droga5 New York
Client:
CoverGirl
Chairperson:
David Droga
Executive Creative Director:
Alexander Nowak
Creative Director:
Shannon Washington
Senior Art Director:
Neil MacLean
Copywriter:
Hannah Park
Art Director:
Gemma Slack
Co-Director, Film Production:
Jesse Brihn
Co-Director, Film Production:
Bryan Litman
Executive Producer:
Mike Hasinoff
Film Associate Producer:
Jake Herman
Music Supervisor:
Mike Ladman
Music Supervisor:
Jonathan Hecht
Business Affairs Director:
Jocelyn Howard
Senior Business Affairs Manager:
Kiki Powell
Group Director, Strategy:
Katy Alonzo
Senior Strategist:
Cecilia Diaz
Communications Strategy Director:
Michael Pignone
Group Account Director:
Courtney Russell
Account Director:
Krista Tarty
Account Manager:
Dani Frank
Associate Account Manager:
Gregory Tate Villa
Project Manager:
Bill Wilson
Legal:
Erica Palaia
Senior Vice President:
Ukonwa Ojo
Director, Global Brand and Digital:
Erika Woods
Production Company:
PRETTYBIRD
Director:
Matt Lambert
Director, Photography:
Rachel Morrison
Executive Producer:
Kerstin Emhoff
Head of Production:
Tracy Hauser
Producer:
Julia Roberson
Editorial:
CARTEL
Editor:
Edward Line
Assistant Editor:
Grant Hall
Executive Producer:
Lauren Bleiweiss
Head of Production:
Meagan Carroll
Producer:
Dale Nicholls
Post Production:
The Mill
Producer:
Anna Borysewicz
Colorist:
Greg Reese
Color Executive Producer:
Thatcher Peterson
Color Producer:
Diane Valera
Shoot Supervisor:
Eric Swenson
2D Lead:
Sam Caine
2D Artist:
Anne Trotman
2D Artist:
Jami Ross
2D Artist:
Gabriel Kim
2D Artist:
Siro Valente
2D Artist:
Jeff Robins
Music and Sound Design:
Woodwork Music
Sound Director:
Heard City
Mixer:
Mike Vitacco
Executive Producer:
Sasha Awn
Producer:
Andi Lewis

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