Make Up For Ever / Hetrick-Martin Institute
My Role: Line producer, Casting, Video Director, Camera Operator, Editor
Project: Make Up For Ever partnered with the Hetrick-Martin Institute - New York’s premiere organization for at-risk LGBTQ+ youth - for #Pride month and needed to create a hero visual and a short documentary that would be used to promote both the launch of a new line of lip products as well as the donation-component of the campaign.
Challenge: To build awareness for the client’s new product launch while also connecting the customer base to the donation component of the campaign.
Goal: To create a strong emotional connection between the power of makeup to unleash one’s individuality and Make Up For Ever as a brand that has historically supported minority groups and the arts in general.
Results: The campaign successfully created visibility and raised over $20K for the Hetrick-Martin Institute.
Photographer: Alana Slutsky
Creative Direction: Marie-Laurencine Schmitt
Sound: Ben Anderson
Makeup: Jenny Sauce
PA: Mathew Goldsholl
