CoverGirl

Rebrand 2017

As an Associate Creative Director/Copy at Droga5, I helped spearhead the relaunch of CoverGirl with the campaign and tagline "I am what I make up."

Featuring a roster of new CoverGirls—Issa Rae, Maye Musk, Ayesha Curry, Shelina Moreda, Massy Arias—the campaign celebrates the powerful role of makeup in self-creation. It came to life through film, print, OOH, social, and events.

Team
Agency: Droga5
Executive Creative Director: Alexander Nowak
Creative Director: Ray Smiling
Associate Creative Directors: Ariella Gogol, Marie Delpy
Senior Copywriter: Phil Hadad
Senior Art Director: Marybeth Ledesma
Copywriters: Emily Berger, Abe Chuang
Art Directors: Paige Whitaker, Kay Kim

Director: Matt Lambert
Photographer: Camilla Akrans
Makeup Artist: Michael Anthony / Mario Dedivanovik

Press
”How CoverGirl Built An Ad Campaign Around Multicultural Badasses,” Fast Company
”CoverGirl Is Rebranding Its Look with the Launch of the #IAmWhatIMakeUp Campaign,” Allure
”Covergirl Ditches ‘Easy, Breezy, Beautiful’ Slogan in Rebrand with Issa Rae, Ayesha Curry and More,” W Magazine