COVERGIRL

#IamWhatIMakeUp

CoverGirl came to Droga5 seeking a brand relaunch, in response we developed an entirely new identity for the iconic brand.

"I Am What I Make Up" stands for the power to express any side of who you are, and who you want to be, at any given moment, through makeup.

To launch the work we enlisted the Insecure creator Issa Rae, 69-year-old model and dietician Maye Musk, Ayesha Curry, personal trainer Massy Arias, Katy Perry and professional motorcycle racer Shelina Moreda. Covergirl's new identity found its voice in empowered individuals and their context, steering clear of brightly-colored studio backdrops and abstaining from the male gaze, making it a major departure from conventional beauty advertising. The campaign comprised of a total of eight films, a complete redesign across all print and digital assets and identity development embracing CoverGirl's new "I Am What I Make Up" tagline.

Recognition:

2018 Clio Shortlist - Mass Integrated Campaign

2018 One Show Merit - Design

Creatives: Emily Berger, Abe Chuang and Kay Kim

Senior Creatives: Phil Hadid and Marybeth Lesdma

ACDs: Ariella Gogol and Marie Delpy

CD: Shannon Washington

GCD: Ray Smiling

ECD: Alex Nowak

Founder and Creative Chairman: David Droga