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Giorgio Armani

cosmetics

We’re confirmed beauty junkies so being chosen to create content for our favourite foundation was a total buzz. Doing it twice was a dream.

We first worked with Team Armani on a creative campaign for their best-selling Luminous Silk Foundation and received the highest praise from the brand’s global team for our work. [Love that.] In came another brief, swiftly followed by COVID-19 shortly thereafter, sending the country into its first lockdown. And so began a new way of working; with us learning how to master lightning-fast state and city lockdowns as they happened, new on-set health & safety protocols, and keeping our interstate (and stranded) client connected to the shoot remotely. The new normal.

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This was also the first time Armani had engaged local influencers and they trusted our considered casting process to find the right faces. We paired the chosen influencers with leading makeup artists for a series of short and long-form engaging videos and a stills series that ran across their website, YouTube and Instagram channels. We successfully took Armani in a new content direction and picked up a few expert foundation-application tips for ourselves in the process. Win, win.

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crybaby productions is a leading creative content and production agency with offices in sydney and byron bay. we create aspirational but relatable brand creative for a diverse range of clients.

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