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.




In June of 2017,  the "I Am What I Make Up" campaign was hinted at with one-off project called #ProjectPDA (public displays of application)  that aimed to challenge the stigma of women putting on makeup in public.

To advocate for makeup application in public,  we installed mirrors all across New York City and took over the Penninsula Plaza at Madison Square Garden with mirrors, vanities with professional makeup artists.  We documented the event and mirror installations with a film that ran across all of CoverGirl's social channels. Several key CoverGirl influencers contributed to the #ProjectPDA film by voicing their support for de stigmatizing makeup application in public and continuing the conversation.   


ECD: Alex Nowak

GCD: Ray Smiling

CD: Shannon Washington

ACDs: Ariella Gogol and Marie Delpy

Senior Creatives: Phil Hadid and Marybeth Lesdma

Creatives: Emily Berger, Abe Chuang and Kay Kim