Beauty experts Elizabeth Arden approached us with a brief to highlight the benefits of their latest skincare saviour, Prevage City Smart.
Acting as a shield against pollution, it claims to protect your skin from all the free radicals that come hand in hand with living a busy city life. It’s the super hero of the urban skincare world.
Our brief was to showcase this product’s fantastic benefits without putting too much emphasis on the grit and grime that you would normally associate with pollution.
The solution? To commission the exceptionally talented Makerie Studio to create an epic cityscape of London for the advertorial in Style magazine.
Makerie’s co-founder Joy Horscroft individually handcrafted each of the detailed iconic buildings, lanes of congested traffic and crowds of miniature people. Using only silver card, she managed to create a set that signified pollution while maintaining the premium feel of the Elizabeth Arden brand.
The products were placed inside glass spheres to act as a shield against the ‘big smoke’ and carefully dropped into the scene in preparation of being photographed by still life pro Luke Kirwan.
The end result is a campaign that not only sends across the desired message, but is also a glorious feast for the eyes.