To emphasis Sephora’s deep commitment to the needs of its diverse customers and employees, Wednesday developed a powerful new brand platform, “We Belong to Something Beautiful.”
This all-encompassing platform subsequently acted as the springboard of action for Sephora, underscored by a desire to make the beauty space a more inclusive and welcoming environment for everyone.
The creative manifestation of this plan is a far-reaching campaign that holds true to Sephora’s company values while celebrating the role that makeup plays in the trans and gender non-conforming community’s exploration of their gender expressions.
It included multiple edits of a hero film broadcast wide on TV and social media. Significant volumes of behind the scenes and interview content with campaign stars complemented the content mix.
The campaign extended with an editorial content series that highlighted ‘stories of belonging’, sharing intimate anecdotes and perspectives from our cast.
This series continues to this day and is one of Sephora’s most successful franchises year after year.
Role: Creative Director
Agency: Wednesday NY
ECD: Semjon Von Doenhoff
Copywriter: Tessa Mauclere
Art Directors: Brendan Dunne, Catherine Hong
Photographer: Luke Gilford
Director: Matt Lambert
DP: Rina Yang
MUA: Grace Ahn
Hair: Lucas Wilson
Stylist: Kyle Lu
Cast: Fatima Jamal, Casil Mc Arthur, Hunter Schafer, CJ Duron, Dylan Camp, Nali Flower, Martine Gutierrez, boychild, Aaron Phillips, Kate Bornstein.
SEPHORA, We Belong To Something Beautiful — Short List for Film Craft, and Fashion & Beauty Marketing
WEBBY AWARDS (x2)
We Belong to Something Beautiful is a Webby Winner in Social: Diversity & Inclusion
We Belong to Something Beautiful is a Webby Winner in Social: Best Social Video Series
TELLY AWARDS (x3)
GOLD Telly Winner: Branded Content General-D&I: The Racial Bias in Retail Study
SLIVER Telly Winner: Social Video Series-Series: Beauty, Fashion & Lifestyle: We Belong to Something Beautiful
BRONZE Telly Winner: Social Video Series-Series: D&I: We Belong to Something Beautiful
BERLIN FASHION FILM FESTIVAL
GOLD: Awarded the highest honor in Beauty film at the Berlin Fashion Film Festival for the Sephora ‘We Belong to Something Beautiful’ campaign.