Ultimate Shield

Client

EviDenS de Beauté

Role

Storyboarding, Direction, Post-production

Light is firmly drawn into focus in this evocative product launch film for luxury Franco-Japanese skincare brand EviDenS de Beauté. Shot in the French Riviera, we follow a suggestive narrative that reflects on the power of the sun, as well as the importance of protecting one’s skin when fully exposed. It is a dazzling affair, elegantly eclipsing the boundaries between science and art.

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Illuminative Evidence: The Art of Luxury Skincare Storytelling

Skincare marketing can be a minefield. Due to the heavy scientifical side of cosmetic research, some brands get dragged too far into the technical elements of their work and advertising films can become long encyclopaedic entries full of confusing terms and laboratory shots.

On the other end of the spectrum, you don’t want to fall into the other trap of being too vague. Pseudo medicine shows a long-line of miracle-promising products and snake oils that skirt around.

“Perfume adverts” are a shared creative industry in-joke, where brands use celebrity endorsements and narrative nonsense to fake some kind of message where there fundamentally isn’t one.

Our approach was to frame things in a different light. Rather than shy away from science, we decided to use an artistic scope to explain things, and rather than over-explaining everything, we draw on simple analogy and suggestion to deliver a powerful message.

The result is both enticing, aspirational and genuine. A true reflection of the EviDenS de Beauté brand and the highly effective products it produces.