Realized by the Another Slang agency and Creative Director Charles Bals, beauty label Zoeva’s new campaign film Beauty Persists is simply enchanting
If you’re always on the lookout for make-up products that are both high-quality and affordable, it won’t be long before you stumble upon Zoeva. A must-see: the beauty label’s campaign film, produced by the creative agency Another Slang.
Even if you’re like me and don’t have an elaborate make-up routine, you know how essential good make-up brushes are. And here is where you’ll quickly separate the wheat from the shaft: As a rule, you have to dig pretty deep for top-quality brushes, and the less expensive ones frequently don’t do a very good job. A blotchy complexion is as good as pre-ordained…
Zoe Boikou found herself grappling with exactly this problem, which is why the Greek-born entrepreneur started an Ebay shop in 2008 that sold quality brushes from Asia, a product that up until that point had been very expensive in her adopted home of Germany. The shop became successful so quickly that Boikou founded her own beauty label, Zoeva – and not just to make all variety of make-up brushes, but slowly its own palettes as well.
The quality of the products can easily hold its own alongside high-end brands like MAC and Bobbi Brown – including packaging that will make any bathroom a little prettier. Zoeva is just more affordable. You see it time and time again: The best business ideas arise out of necessity!
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Beauty Persists, the brand’s current campaign film by creative director Charles Bals from Another Slang, was made in collaboration with photographer Jonas Lindstroem and shows how refreshingly different the Zoeva universe is. Whereas many other beauty campaigns at the moment want to come across and “clean” and authentic as possible, Zoeva’s beauty tools are placed into three surreal dream worlds, explosive riots of color included. It fits the brand’s motto: “contemporary meets fantasy.”
How much love of detail lies behind this campaign film can also be seen in the sets – from the geometric art installation to the tropical rainforest all the way to an antique, apocalyptic looking temple landscape, each one is handmade. I won’t give away any more: Play the film, and welcome to Zoeva’s Mount Olympus of beauty!
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Directed by CHARLES BALS
Creative Direction: ANOTHER SLANG
Director of Photography: DENIS GUTH
Set Design: ELENA MORA & CHARLES BALS
Sound Design: JONATHAN WULFES
Production ANOTHER SLANG / PARASOL ISLAND
Anna Bok was born and raised in Berlin. After stops in Freiburg and Florence, she made her way to Hamburg in 2007 to study journalism and art history – where she stayed and worked as a freelance journalist with various publications including Harper’s Bazaar, Süddeutsche Zeitung, and Blonde. She’s now returned to Berlin after nearly 10 years in the Hanseatic City. When Anna isn’t writing about beauty, fashion, or traveling, you’ll often find her on her yoga mat (recommendations for studios in Berlin welcome!).