work

An editorial branded content cover for L’Oréal Paris

Client: L'Oréal Paris
Services: Branded Content, Photography, Video, Editorial Integration
Platforms: Social Media, Digital Media, Magazines

Strict pandemic restrictions didn’t stop the FASHION x L’Oréal Paris editorial branded content campaign for the September 2020 cover. The issue featured 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.

Production

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.

Behind-the-scenes

The team captured BTS video of Cindy highlighting the “making of,” to appear on FASHION and L’Oréal Paris’ websites and social handles.

Makeup

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. The issue also included QR codes to scan and virtually “try on” the looks Garland created for Bruna.