MAKE IT HAPPEN-THE POWER OF COLORS

MERCEDES-BENZ FASHION WEEK BERLIN | Berlin (DE) | 2016

With the launch of the new brand strategy with it’s slogan “MAKE IT HAPPEN” the brand MAYBELLINE NEW YORK should be given a more mature and professional face. The aim was, to communicate the brand’s commitment to innovation and their role as trend leader to a broader public. Accordingly, different key looks have been developed for the year 2016 and were presented in a makeup fashion show at Mercedes Benz Fashion Week Berlin. The looks are linked to a range of new products that will be released over the course of the year “MAKE IT HAPPEN” is the slogan of the campaign and at the same time it was the central theme for the event and supported the integrated presentation of the brand territory of MAYBELLINE NEW YORK. On behalf of the Berlin-based agency JUST ANTOHER COMPANY UG we have developed a media-based concept, making the contemporary makeup-designs of MAYBELLINE NEW YORK the main actors of the show.

The key looks have been presented by 24 models on a 30m catwalk. Projections onto four gigantic, almost transparent gauze screens used the looks in artistic visualizations and scenes immersing the visitor in different worlds. Colossal eyes, mouths and faces floating above the catwalk in the projections, a synched light show and the music bathed the venue at Brandenburg Gate in a magical atmosphere.

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With the launch of the new brand strategy with it’s slogan “MAKE IT HAPPEN” the brand MAYBELLINE NEW YORK should be given a more mature and professional face. The aim was, to communicate the brand’s commitment to innovation and their role as trend leader to a broader public. Accordingly, different key looks have been developed for the year 2016 and were presented in a makeup fashion show at Mercedes Benz Fashion Week Berlin. The looks are linked to a range of new products that will be released over the course of the year “MAKE IT HAPPEN” is the slogan of the campaign and at the same time it was the central theme for the event and supported the integrated presentation of the brand territory of MAYBELLINE NEW YORK. On behalf of the Berlin-based agency JUST ANTOHER COMPANY UG we have developed a media-based concept, making the contemporary makeup-designs of MAYBELLINE NEW YORK the main actors of the show.

The key looks have been presented by 24 models on a 30m catwalk. Projections onto four gigantic, almost transparent gauze screens used the looks in artistic visualizations and scenes immersing the visitor in different worlds. Colossal eyes, mouths and faces floating above the catwalk in the projections, a synched light show and the music bathed the venue at Brandenburg Gate in a magical atmosphere.

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Credits

A production of TAMSCHICK MEDIA+SPACE GmbH for JUST ANOTHER COMPANY UG & L’Oréal / Maybelline New York

 

CLIENT
L’Oréal Deutschland GmbH
MAYBELLINE NEW YORK

 

AGENCY (Brand Communication & Event)
JUST ANOTHER COMPANY UG

 

TASKS TMS
Creative Direction, Concept, Design, Stage Design, Storyboard, Film shooting, Editing, Motion Design, Animation, Show dramaturgy, stage direction, Implementation, Project Management

 

Creative Direction
Charlotte Tamschick

 

Direction
MARC TAMSCHICK

 

Project Management
Tobias Ziegler & Uwe Schlottmann 

 

Art Direction/ Concept
Natalie van Sasse van Ysselt

 

Interior Fitting
Studio Hamburg Atelierbetriebs GmbH

 

Tech Supply
PRG XL VIDEO - Production Resource Group AG (PRG)

Technical details

4 WUXGA Projections

4 different but synched content streams with a length of 15 minutes each