Urban Crash Test
THE BRIEF
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Maybelline New York wants to reach its customer where she actually looks: vertically, on her phone. Two formats, two promises. “Crash Test” puts a product through real conditions, the cold, the turtleneck rubbing against it, a whole day out, and ends on an unfiltered before and after. “How To” walks through the gesture step by step, one hand, one product, one instruction on screen. The brief does not call for a film but for a series able to run all year.
OUR PLAYGROUND
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First Frame took the series through post-production: edit, graphics and animation. Each film then goes out as a long version and a short teaser, in every ratio the platforms ask for, vertical, square and 4:5. This content is watched with the sound off, so the graphics carry all the meaning. The outlined-and-solid title that signs each format, the on-screen instructions, the product thumbnail always in the same corner, the emojis and city windows that comment on the image. A social series is a graphic system before it is a set of films: once the system is set, it rolls out product after product, format after format, without ever repeating itself.