The making of an editorial branded content cover (during Covid-19)
FASHION’s September issue features L’Oréal Paris spokesperson Cindy Bruna. Go behind the scenes of the shoot executed across countries and time zones to capture Bruna and L’Oréal Paris products for sharing in editorial, cross-platform content.
Strict pandemic restrictions didn’t stop the FASHION x L’Oréal Paris editorial branded content campaign for the September cover. The issue features French modelling star – and L’Oréal Paris’ newest international spokesperson – Cindy Bruna. Bruna is on the advocating team for Stand Up Against Street Harassment, L’Oréal Paris’ international initiative to train a million people in bystander intervention.
Here we give you a peek at how our FASHION team executed the cover shoot across countries and time zones.
FASHION Creative and Fashion Director George Antonopoulos tuned in virtually for a nine-hours-plus shoot from Toronto. Bruna (and her tiny, socially distanced team) were on set in Paris. Through FaceTime, Antonopoulos and Bruna selected the cover and editorial looks. Next, a virtual location scout determined the best possible spots at the Nolinksi Hotel Paris, the luxurious location for the shoot. Via Zoom, Jacques Burga (art director), Mira Metter (creative director), Claudia Revidat (assistant photographer) and Antonopoulos joined from different time zones to share ideas and work as if they were all there in person.
The team captured BTS video of Cindy highlighting the “making of,” which will appear on FASHION and L’Oréal Paris’ websites and social handles.
While Bruna did her own makeup for the shoot, Val Garland, L’Oréal Paris’s global makeup director, sketched looks from her studio in London. SJC’s post-production team applied the makeup looks remotely in studio for both the print and digital content. This FASHION article explains the full scoop on the totally new method of image-making. Consumers can try on the looks on lorealparis.com using the Virtual Beauty Tool. Consumers can try on the looks on lorealparis.com using the Virtual Beauty Tool.
L’Oréal Paris make-up items featured in the September FASHION spread were safely shot at SJC’s studio in Toronto.
This FASHION x L’Oréal Paris video shared on social features Bruna introducing FASHION‘s first ever virtual cover shoot.
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GET THE LOOK: Want to emulate cover star @CindyBruna's beauty moments from our cover shoot? Hit the link in bio to find out how you can try them on at home using your phone, and the exact products you'll need from @LorealParis to recreate the look IRL. #FASHIONCanada #LOrealParis #SeptemberIssue
To see the editorial branded content produced across three countries, the September issue is on newsstands now and available today Apple News. Bonus: The issue includes QR codes to scan and virtually “try on” the looks Garland created for Bruna.