Brief
To create an elegant and dramatic spot that celebrates the wonder and craftsmanship of Estée Lauder’s heavyweight, soft-close, eyeshadow packaging.
Approach
With the spot’s main focus being the craft, it felt appropriate to use the precision of 2D technical lines as the starting point. From here the team played with light and shadow to reveal drafting tools, as they scored the screen for the initial product reveal. This concept was built on by introducing abstract shapes that showcased different materials and textures – contributing towards the abstract creation of the product. This was then manipulated with the use of sophisticated repeated patterns and formations.
Impact
A style-driven film executed as an exciting array of rich, elegant, textural, graphic design vignettes.