Undergraduate Thesis
Beauty Beyond Skin Deep: A Non-Traditional Advertising Campaign for Ellana Cosmetics
Here are some of the creative output for my undergraduate thesis at the University of Santo Tomas - College of Fine Arts and Design under the Advertising Arts program AY 2019 - 2020.
Established since 2008, Ellana Cosmetics was created by women for women who are in pursuit of beauty that also goes hand in hand with healthy skin. Ellana Cosmetics is a homegrown mineral cosmetics brand that sells high - quality natural makeup ideal for Filipinas. The company embraces diversity and believes that women are beautiful in their own way.
"Beauty Beyond Skin Deep" is a 5-month advertising campaign that will focus on beauty that is not defined by surface level but more about self-awareness on the lives of Filipinas using Ellana Cosmetics.
The key insight "I'm very fickle and particular in looking for makeup that does the job" came from its cause of having too many options to choose from as a result of not finding the right product that works best for them. Their growing desire for clean and safe makeup coincided with the increasing number of numerous skin concern as the human truth, thus coming up with a big idea that "mineral beauty is more than just vanity".
The teaser ads are snippets of the key elements from one of the major and minor executions.
Portrait shots by me.
Big thanks to my friends who took part as my models, makeup artists, and assistant cameramen during the shoot: Trina Armedilla, Kloie Ledesma, Rica Soriente, Luisa Faronillo, Roxanne Sarangaya, Jessica Seneta, Ijay Cabero, Erika Teope, and Shania Sarmiento.
I also want to give credit to Rica Soriente for the 2nd minor execution video.
This campaign proposal is created for academic purposes only and not in any way affiliated with Ellana Cosmetics.
