May 1st, 2018
The Mill continued its collaboration with Droga5 on the latest COVERGIRL campaign, which also serves as the brand’s new tagline “I Am What I Make Up”. The series of spots premiered last year as a rebrand of the prevalent cosmetics company. Focusing on authenticity, diversity and empowerment, each film highlights women embracing their individuality, while looking flawless.

The first spot ‘Made in the Mirror’ featured a diverse line-up of influential women like Issa Rae, Ayesha Curry, Maye Musk and Shelina Moreda. Directed by Matt Lambert from Prettybird, the film set the tone for the campaign and left the audience craving for more screen time with this powerful group of women.


The campaign progressed with the spots like ‘Man’s World’, focusing on pro road racer Shelina Moreda; along with the film ‘The Pick Up’ with writer and actress Issa Rae.


Echoing the campaign’s message, COVERGIRL partnered up last month with “Girls Who Code”, an organization that aims to close the gender gap in technology by focusing on young women’s education. The spot ‘Code Clean’ features three young female coders named Abbey, Danielle, and Anna who are part of the institution and embody the “I Am What I Make Up” message. The spot’s objective is to shed light on the gender disparities in tech and highlight how women today are challenging gender norms and breaking boundaries.


Anne Trotman, one of The Mill’s senior 2D Compositors worked alongside director Davis Silis from Residency to bring this powerful message to life. She comments, “This spot was an extremely empowering piece. We wanted to convey the same infectious energy the cast gave us on set to film. The girls are really best friends, they enjoy their coding and they look fabulous while doing it”

One of the campaign’s latest installment ‘Fire’, starring model and dietician Maye Musk, recently premiered in honor of her 70th birthday. 


The brand's latest film 'Focus' features certified personal trainer Massy Arias, highlighting COVERGIRL's new Flourish Mascara by LashBast. Each of these spots was graded by Mill L.A. Colourist Gregory Reese, who comments, "I've worked a lot with director Matt Lambert over the years, and was pleasantly surprised to be a part of a big beauty rebranding campaign. Each film has it own personality whilst feeling very cohesive. Throughout the process,  the collaboration with Matt, who was in Berlin, and the agency in New York worked seamlessly. We were largely on the same page creatively, but still bounced ideas that helped shape each film." 

Stay tuned for more on this COVERGIRL campaign as it promises to continue to highlight women who are leading the charge in all fields, whilst promoting diversity and personal transformation.