Estee Lauder SA reached out with an incredible challenge: to revamp their “Foundation for the Nation” campaign. With the rise of AI trends in the beauty industry, they asked us to blend innovative technology with cultural insights to create something truly unique and impactful.

Lauder teamed up with a culture collaborator to dive deep into 5 vibrant cultures in South Africa (Xhosa, India, Sepedi, Tswana, Tsonga), exploring their rich histories and artistic expressions. Armed with this inspiration, we showcased the stunning cultural designs on 3D models of Estee Lauder Foundation bottles, all set in a dynamic display that morphs and transforms throughout the video, highlighting the beauty and diversity of each culture.

Further we aimed to do more than just explain the reasoning behind the campaign, and rather showcase the powerful stories of real women representing their culture and their shade in the Behind-The-Scene video that was launched at the DSTv Delicious Festival, social media, and Digital Out Of Home platforms.

Brand/Client: Estee Lauder South Africa

Marketing Agency: Lumico

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