Client: Rimmel London
Task: Create video manifestos for a brand repositioning campaign, featuring three products: lipstick, mascara, and eyeliner.

The Challenge: A Makeup Commercial for Rebranding

Rimmel London approached us with an exciting challenge: create three anthem videos to celebrate the brand’s repositioning. The core creative foundation for these videos relied on an influencer marketing campaign featuring Tier-1 creators (Instagram/YouTube). We needed to seamlessly integrate their personal brands into the creative concept while tying it back to Rimmel's specific products.

Visually, we had to maintain the brand’s DNA (creating an associative link with England), highlight the products (lipstick, mascara, eyeliner), and embed the creators' unique personas into the design of this makeup commercial.

Influencer Marketing for Beauty Brands

A specialized agency assisted the brand with influencer selection, while we took charge of the art direction and overall video production for brands. Rimmel selected three outstanding creators: a national dance competition winner, a singer known for viral videos, and an artist with a massive Instagram following.

Once the brand and the celebrities gave the green light, we moved into copywriting. The manifesto genre demands a deeply personal statement. Our concept revolved around freedom of expression, aiming to reveal this message through each heroine's personal story in just 60 seconds, while visually integrating the product.

When executing influencer marketing for beauty brands, authenticity is key. The main hook in our scripts was the phrase: "Who said a girl can't rap / can't dance hip-hop / that an artist can only draw?" This immediately set the creative framework. We closed each video with a unified tagline: "I'm Keiko, and I can dance however I want — Rimmel. I can." The rest of the script was highly customized to fit each creator's unique personality.

Wardrobe was carefully curated by a professional fashion stylist. It wasn’t just about dressing them in bright colors; it was about highlighting their craft so their on-screen style was a natural extension of their own content.

Art Direction & Beauty Video Production

The next step was location design. Since the vibe called for an underground aesthetic, our scouts looked for massive spaces in abandoned factories, while our Production Designer and decorators brainstormed how to transform them.

The shooting schedule and budget dictated that we only had 1.5 days and a single location. This made the Production Designer's job much harder: they had to work with the director and cinematographer to divide one location into three distinct zones, each adaptable to a different video with its own design code.

To prevent the sets from looking too repetitive across the beauty video production, we came up with an evolving design solution: the space was decorated as part of the storyline. Since one of our heroines was an artist, her video featured her actively decorating the space—tinting vintage windows with colored film (matching the Union Jack) and painting a campaign hashtag on the floor. The other heroines—the singer and the dancer—then utilized this newly transformed space.

Various corners and rooms around the main hall were used for B-roll footage. The space was dressed in brand and UK flag colors, dictating the choice of furniture and props.

Some of our favorite design solutions included:

1. Spray-painting a graffiti campaign hashtag directly on the floor.

2. Creating a custom plastic strip curtain in brand colors featuring the hashtag.

3. Covering five massive vintage windows with colored plastic so that, in wide shots, they visually resembled the British flag.

A high-quality brand storytelling video is built on hundreds of seemingly invisible but crucial decisions. For example, in the artist's foreground shots, the concrete floor gleams and reflects her perfectly. We intentionally poured water and spread it evenly across the frame's plane to achieve this. In the wide shots, you can spot black barrels—these were originally rusty brown, but we repainted them matte black specifically for the shoot.

Similar problem-solving applied to our lighting setup. The main tunnel (an alley of concrete pillars) was rigged with practical lights. We literally ran wiring to each of the 12 pillars to mount LED fixtures. We also added vibrant, colorful accent lights to highlight specific areas of the frame.

Despite everything being meticulously planned down to the minute, we still made room for improvisation. One shot of Keiko was captured completely by chance. Our cinematographer noticed a beautiful spot on the location's roof catching the morning light. Since we had a tiny buffer in the schedule, we grabbed some extra takes there, which ended up making the final cut.

Post-Production & VFX Clean-Up

Because the raw footage contained a lot of choreography, we paid special attention to the edit. We rearranged certain clips so they hit the beat perfectly and enhanced the overall atmosphere—like those "accidental" rooftop shots of Keiko.

Finally, the footage went through high-end VFX clean-up. We meticulously retouched the girls' faces to remove any imperfections and polished the product close-ups to absolute perfection.

High-Impact Branded Content Video Production

In the end, we delivered three highly engaging and inspiring brand video production anthems that successfully repositioned Rimmel London for a modern audience.

Production Cost & Deliverables:
For a budget of approximately $180,000, we delivered three 60-second commercials and one 15-second cutdown (a compilation version featuring all the heroines). This project stands as a prime example of efficient, top-tier branded content video production.