For the launch of the new brand strategy "MAKE IT HAPPEN", the MAYBELLINE NEW YORK brand was to be given a more adult and professional face. The brand's trend lead and claim to innovation were to be brought to the centre of attention and made accessible to a wide public. In addition, the aim was to visualise key looks for 2016 and bring them into a fashion context. The focus was on make-up. For the Berlin agency "Just another company", we designed a media concept that made MAYBELLINE NEW YORK's make-up trends the main protagonists of the show.
WORK
Make It Happen - The Power of Colors
L’Oréal Deutschland GmbH Maybelline New York
Berlin (DE)
2016
About
The key looks were presented by 24 models on the catwalk. On four huge, transparent projection screens, we took the looks and transformed them into artistic imagery and scenery. Through the transparency of the screens, the images were projected around the audience into the space. Eyes, mouths and faces seemed to float beyond life-size above the catwalk. The synchronised lighting and music concept created a magical atmosphere for the show.
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
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