‘Focus on Me!’ Says Make Up for Ever in Campaign from CRATER

MAKE UP FOR EVER Middle East launches its ‘Focus On Me’ campaign, collaborating with CRATER, the creative visual production house, who produced a series of films and stills to introduce the brand's all-new HD SKIN Foundation line. 

The content that was launched during the Holy Month of Ramadan was conceptualised and directed by CRATER represented director duo, SOVEREIGNS (aka. James Hulbert and Simon Morehead)

“Having directed past key campaigns for Make Up For Ever, we understood the value and importance the brand’s make-up artists have on the development of the products and this was at the forefront of our creative. It was imperative to equalize our talent, putting both influencers and make-up artists as the heroes of the campaign,” says director James Hulbert.  

“HD Skin Powder Foundation is a revolutionary product, so we too felt that the production needed to align, delivering exceptional films with a new look for the brand that is geared towards the GCC market. We wanted to really bring out the characters on-screen, showcasing their energy and confidence that was evoked when the product was applied. With our cameras constantly moving, the honesty in the product was achieved by getting up close and personal with our talent, evidently showing the foundation's new micro-skin system which offers a flawless, true-to-skin and 24-hour wear finish.”

Filmed over two days with a 45 person crew that brought together some of the top talent in the region, the content was captured in a stunning villa in the heart of Dubai that offered multiple backdrops in which to stage the variety of sets that the campaign called for. 

The casting was critical to ensure and two social media superstars were selected after a comprehensive talent selection process.

“Two influencers were carefully selected who we believe fit our campaign perfectly. Dina Al-Khudari, a young Gen-Z TikToker has an extremely unique look and Jood Aziz, an actress from Saudi Arabia speak to both our current loyal audience as well as being appealing to a new viewership as we further reinforce brand affinity. CRATER did an amazing job, capturing each of their unique traits and ensuring our campaign was a huge success,” says MAKE UP FOR EVER’S social media manager, Hikmat Hatab.

The result is a series of content that has been rolled out across all social platforms. An entertaining watch. Informative and educational. A clear highlight on the product with benefits visualised on-screen. Aspirational and obtainable. 

A successful campaign requires a collaborative approach from both brand, agency and production house as Cirine Mazloum, digital, PR and CRM at MAKE UP FOR EVER explains. “We worked with CRATER on our biggest product launch of the year, the HD Skin Powder Foundation, and it was a really positive experience. The team were very professional, highly efficient, creative, committed and worked hard to make sure the production was a success. We couldn’t be happier with the final result!”

CRATER, The Creative Visual Production House, has offices in the Middle East, Europe and Australia and collaborates with brands and agencies across creative, strategic, and production services through film, photography, VFX, animation and 3D OOH.