Starting The Styling

As we want to keep our HQ makeup advert current, on trend and appealing to society I started to look at some brands and celebrities that are popular at the moment to get some ideas of where I could go with the styling for our short film. Emily has given me a rough idea of the kind of models she will be looking for so this has given me a platform to start off looking for clothes to fit the style.

These are some brands and celebrities I will be looking at for sourcing and also for inspiration-

  • Pretty Little Thing
  • Missguided
  • BooHoo and BooHoo MAN
  • The Ragged Priest
  • Jaded London
  • Yeezy
  • Dua Lipa
  • Zara Larsson
  • Kylie Jenner
  • Jordan Woods
  • Justin Skye
  • Maya Jamma
  • Rihanna
  • Jorja Smith
  • SZA

Disruptive Innovation & Marketing Myopia

A disruptive innovation is an innovation that creates a new market and value network and it eventually disrupts an existing value network. It displaces established market leading firms, products and alliances.

How this applies to Mystique

Mystique have created a disruptive innovation by creating a brand that target a specific audience, niche market. That market being just focusing on black skin. Mystique will develop along with society, it develops alongside what is becoming more trendy and current and appealing to our target market. Where black people are limited with choice for makeup, Mystique want to be able to fill that gap and offer makeup to suit all shades of black skin.

A business suffers from marketing myopia when a company views marketing strictly from the standpoint of selling a specific product rather than from the standpoint of fulfilling customer needs. Mystique will do the opposite of this and connect with their customers and target audience rather than just selling products to make money. As a brand, we would rather keep the identity and stick to our views and passion of black skin, appealing to people, being an easy brand to rely on and being affordable.

Summarising Our Project & Ideas So Far

I drew up a quick brainstorm to put all our ideas in one place that we had come up with so far.

To summarise our project planning so far we are going to make a HQ makeup advertising campaign. Showcasing our new brand and makeup range that is going to be for black skin men and women. We wanted to make this brand and short film because there isn’t a brand out there already specifically for black skin, so we feel there is a gap in the market for our hypothetical brand and it will also give our brand a niche. We want to keep our short film and brand vibe current, on trend and young in terms of the models we use, the makeup and the outfit styling. We will have 6 or 7 black models in our makeup advert, ranging from light dark skin, to dark dark skin.

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Looking At HQ Advertising Campaigns

To get some more inspiration and ideas for our short makeup based film, I looked at some HQ advertising campaigns for brands such as Versace, KKW Beauty and Urban Decay. Each short film had a very powerful impact with showing their makeup range, a diverse choice of models and each having a different story/style to them.


This HQ advert for Superdrug is very fun and colourful! It features both men and women wearing makeup and they look like they’re having a lot of fun with it. It features bold words on the screen such as CURIOUS, DARING, FLIRTY. I liked the style of how this looked within the advert and will definitely consider having big bold words flashing on the screen during our short film.

Urban Decay-

Urban Decay featured actress Ruby Rose in their short film to advertise one of their recent lipstick ranges. The advert is short, powerful and punchy. Its a short story of Ruby Rose putting a shade of lipstick on from the range, going to a VIP club, getting in because she’s wearing the lipstick and then feeling the power now she’s inside. Some clips feature her boxing, applying more lipstick in a mirror and playing with her dogs. All showing that she’s feeling superior and sexy now she’s wearing her new Urban Decay lipstick. This is something that we can take forward within our short film. We can get our models to look and feel powerful wearing our Mystique makeup range and show them having fun with . I feel this will help appeal to our target audience.

Sleek MakeUP-

The “My face. MY rules.” advert by Sleek MakeUP is one of my favourites out there at the moment. Its so diverse and fun, I love watching it! Its all about individual people waking up in the morning and deciding what makeup to put on. It features a light skin female, a light skin boy, an asian woman and a black skin man. It shows them all individually getting ready and what their makeup routines are. Once they are all ready, they all head out onto the streets and feel as powerful and amazing as they look. They’re walking down the street getting some looks from people, but they’re walking past. not caring and owning their individual style. I love that this advert is showing that no one should care about other peoples judgement, and you should be free to wear whatever makeup you want and look however you want to. This is a strong message to portray across to our young audience in todays society. We want our makeup brand to show that you can wear it how you want, look beautiful and feel powerful.

KKW Beauty X Kylie Cosmetics-

This short film is slightly different to the other examples I have looked at but I really like this advert for their makeup brand collaboration. It is a short film of Kylie and Kim behind the scenes. It shows the hands of makeup artists and hair stylists adding the finishing touches to their looks while they’re on set waiting to be photographed. They look like they’re having a lot of fun on the set, and even apply some of their own makeup to add their own personal touch to their looks using their products. This advert is studio based and I really like the look of shooting a makeup ad in a studio. The lighting is quite dark, which makes their highlight and pigmented skin stand out in the dim lighting. Having a behind the scenes style video is something maybe we could consider if location shooting doesn’t work out for us. It is a good way to show the girls having fun and feeling powerful in our makeup range.


What I love about this short 18 second long Versace advert is the pure simplicity of it. It features a number of models, very recognisable in the fashion world such as Naomi Campbell and Gigi Hadid, all wearing Versace clothing and accessories. It is made up of a bunch of short clips of all of the models saying the word Versace on repeat. Again, they look like they are having a lot of fun wearing Versace clothing. This a very clever and simple way of advertising the new collection and this is something perhaps we could consider including in our short film.

As our final short film has to be between 4-8 minutes long, perhaps we could start or end the film with all of our models saying “Mystique” over and over again, and then show the fun, powerful side of our makeup brand and the models.




What Our Brand Logo Would Look Like…

As we are hypothetically making our own makeup brand that solely focuses on creating products for black skinned people, we wanted to make a logo so it seemed a bit more real, and we could also include this in our short film somewhere.

We liked the look of the smaller already existing makeup logos and how some brands play on the letters within a design. I personally think that smaller more clever looking logo makes the brand look more professional and unique.

After looking at logos such as Charlotte Tilbury, Gorgio Armani and Chanel we started to draft up some logo ideas. Keeping it simple and having the letters of the name involved.

We decided on going with Mystique makeup as it was different to already existing brands out there, and we thought it just sounded right with the kind of brand guidelines we were aiming for. 

Logo Drafts-

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This one is our favourite so far…

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We will develop this further as go on further with our project planning.

Sign Off Meeting Feedback

After our meeting with Matt we felt pretty happy with our ideas and where we were going with it. We spoke a lot with Matt about it all, making it clear to him and ourselves and he gave some helpful feedback of what we can do to go forward with the planning.

We told Matt our job roles within the group and that Emily was head of models, I was head of styling and Rachel was head of makeup. We each explained to Matt what we were going to do to fulfil our job roles for the project. When I said that I was in charge of the styling, Matt gave me some ideas to look at hiring clothes from either fashion studios or costume hires and to also create moodboards that show the clothes I had in mind.

He also said to do further research into makeup brands and how they appeal to their target audiences, what their products are like and to also do a survey to hand out to black skinned women to get their opinion the struggles they have with finding makeup to suit their skin tones. Other than this, I was going to help the group look at locations where we could possibly shoot. Now I know what I need to do to go forward with this project.

Pitching Our Idea

Now we had our idea and some research done, the next thing to do was to pitch it to Matt and get our idea signed off. For this, I created a PowerPoint presentation to show Matt clearly the train of thought my group had. Also, giving visuals helps to explain it better.

I didn’t do as much writing to show Matt for the short film as it was more visual and speaking that got our idea across better. I briefly summed up our idea and style of film and then included a moodboard of visuals so Matt could get the idea a bit better. I then had some video links to Youtube videos we showed him too.

We explained to Matt that we wanted to shoot this on location. We said that we could find some unique locations, with graffiti, bright coloured buildings and interesting background, to then shoot certain models at certain locations and then have some big group shots at another location. So this was something we needed to look into, was locations around London.

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Naming Our Makeup Brand

When it came to thinking of a name for the makeup brand we were creating, we wanted to keep the name short and sharp. As makeup brands these days are usually one word that people remember, like Rimmel, Maybelline, Sleek, MUA, LimeCrime. We wrote down some ideas for some names for our brand. My favourite ones were Femme, Noire, Melanin and Mystique. They all had some relevance to the brand guidelines we were making.

Femme relates to female, feminine, women and girls.

Noire relates to our brand audience, black skin.

Melanin relates to skin pigment

Mystique, was one that we created ourselves, mainly coming from the meaning: ‘a quality of mystery, glamour, or power associated with someone or something’. It also derived from black girl band that were Mis-Teeq, however we changed the spelling.

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Fenty Beauty Video Inspiration

The makeup brand we have mostly been looking into is Fenty Beauty. We all as a group really like this ad campaign. I personally love the looks of the models and the styling, it almost seems like a rally cool music video, but its for makeup. The advert was created by Dutch photography and film duo Inez & Vinooh, who have shot and filmed for a number of celebrities, magazines and brands.

These are the videos we have been getting the most inspiration from. The first one is Rihanna talking about how and why she created her brand Fenty Beauty. The second video is a short video showing all skin colours she creates makeup for and even showing the products in a funky graphic way, and the third video is the ad campaign she related shot by Inez and Vinooh.

Looking at all these videos, we want to take ideas from the looks of the models, the styling, the subtle yet glowing makeup and the music used over the top. We want to create something in this sort of style but aiming more towards our black audience rather than ranging from white to black.

We are going to look into models, locations, styling, makeup looks and also backing music.

Fashion Brand Inspiration

Pretty Little Thing-

PLT is an online based fashion brand that I shop at quite a lot so I am always seeing their ad campaigns and clothing. A lot of their ad campaigns are all about girls having fun, feeling superior and coming together wearing their PLT clothes. As this is the kind of vibe we want to have in our short film, this was a good source to look at for some inspiration.

Their fashion is very current, colourful and young. Featuring a range of women in their ad campaigns, it shows diversity and how they are trying to appeal to todays society.


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Misguided is another online shopping brand that I shop at quite a bit. They are very similar to Pretty Little Thing int arms of the clothing, prices and styles that they sell. However, what separates them is their style of ad campaigns that they use to advertise the clothes. Missguided use a range of female models in all different shapes and sizes, and in their ads they put across a strong message that anyone is beautiful and should feel free to be themselves. Missguided have been in social media news a lot lately as they recently released an ad campaigns called “Make Your Mark”. This was a campaign where all the plus sized, black, white, older and tattooed women wore clothes and showcase them in a plain studio set up. What set it apart from anything ever done before, was the fact that there was no retouching done whatsoever. Therefore, cellulite, stretch marks, tattoos, wrinkles and scars were all on show.

I think that releasing and creating an ad campaign like this is so current and really appealing to todays female society. As social media used to always be about looking a certain way, and having a certain hair style, or nice makeup to be considered “pretty” or “beautiful”, its completely changed now. In our short film, we want to put across this same vibe, keeping it on trend and having our models come together in their makeup.

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This is a moodboard I created of some of the makeup brands we will be taking inspiration from for our short film. Brands such as Fenty Beauty by Rihanna, KKW Beauty and Kylie Cosmetics. These brands are very current, trendy and popular due to their good quality products, celebrity followings and ad campaigns they create. As they are very current, they are some of the best inspiration sources we have so that our makeup brand can stay current and on trend with todays society.

Fenty Beauty, KKW Beauty and Kylie Cosmetics all have a sort of ‘girl gang’ vibe about them. Their ads are very similar in terms of featuring a lot females, with all different looks and skin colours, coming together as a girl group wearing their makeup. This is something that we really like the look of and discussed taking forward for our short film.

As we want to focus on black skin makeup, we think that creating a power/superior vibe in our short film will be good in terms of reaching our audience.

Our Idea

After a big group discussion with Emily and Rachel about what kind of short film we wanted to create, we all agreed that we wanted to base it around makeup. We had a lot of ideas bouncing off each other. We had ideas such as creating a new product and creating an advert for that, we thought about maybe doing some interviews about girls and whats in their makeup bags, we thought about maybe focusing it on boys and makeup, do we focus on white skin or black skin? There was a lot to talk about.

After the chat and some research, we decided as a group that we wanted to create our own makeup brand that would solely focusing on black women, and men. As we all discussed, black people are limited when it comes to finding makeup to match their skin tones and there is not one single brand that is specifically for black skin. There are a huge number of brands that range from white skin to black, but there is never enough options are dark enough tones for black people.

With this in mind, we carried on our research and put all our ideas together to then discuss with Matt in our meetings.

Brainstorming Ideas

To get the ball rolling with some ideas, I made a mind map of the types of films we could create and some key words that linked to each category of short film. I am going to look at this with my group to narrow down which ones we like the most to take forward in our project.

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I circled the categories and idea I liked the most in pink which I will discuss with my group.

Filmers & Directors

To get some more inspiration and research into short films, I had a look at some well known filmers and directors. I started off by looking at Steven Spielberg and Martin Scorsese. Spielberg is one of the biggest and most popular names in the film industry having directed a range of short films and blockbuster films. He is considered the founder of the New Hollywood Era. He has filmed and directed films such as Jurassic Park, E.T, Jaws, Saving Private Ryan and Indiana Jones. One of the first films Spielberg ever made was a short film called Amblin’. This short film was about two strangers who force a friendship, which then turns into a romance when they hitchhike with one another.

Martin Scorsese is a filter and director who has also created some big name films such as Raging Bull, Goodfellas, The Wolf of Wall Street, Shutter Island and Taxi Driver. One of the first short films he made was called The Big Shave. It is a short film about a man shaving and he brutally cuts himself in the process. It starts off with old fashioned jazz music in the background, showing the viewer elements of the bathroom. It then goes into the man putting cream on his face getting ready to shave. He uses a mixture of close and long shots to show the details of what parts the man is shaving. The man then cuts himself and starts bleeding but doesn’t pay any attention to it. As he continues to shave, he cuts himself more and more with more blood pouring from his face and neck, and we see it drip into the sink. Its quite disturbing to watch as it doesn’t seem like the ‘normal’ things to want to film or watch but its interesting to say the least.

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The next film and director I looked at was Spike Jonze. His most recent and well known film was the KENZO world fragrance advert he filmed. He has produced well known films previously including Her, Where The Wild Things Are, and Jackass: The Movie. I am very love/hate with the KENZO advert he produced. When I first saw it, it seemed to annoy me as I just didn’t like the advert. I thought it was silly to have a woman running round a big stately home and smashing things up. The way she was dancing and screaming just didn’t seem right for the advert, and to then find out at the end of it that it was all for a perfume just seemed ridiculous. However, the more I have seen it, the more its growing on me. The choreography and timing to the music is good and the craziness of her character I now like. The fact that it is a perfume advert makes it all the more interesting as you would have no idea what it is about if you hadn’t seen it before. I like the mystery of it all. Fashion and beauty films are some of my favourites as you can be very creative and off topic with them and this is something that appeals to me when coming to create my own film.

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Nick Knight has created some of my most favourite fashion films I have ever seen. My personal favourites are the ones he creates for the Alexander McQueen fashion brand. I wouldn’t even class his work as a film, its more like an art. The colours, graphics, glitches, costumes and sets are all so unique and slightly odd, but thats what makes them so good. They are a bit eerie to watch, as there is never many words or a lot of music, so your attention is solely on whats in the video. In some of his videos, he makes the models seem like they aren’t even human. With the clothes they wear, the hair and the makeup, altogether its very aesthetically exciting. Nick Knight has ben an inspiration of mine for as long as I can remember so I am very familiar of his work, and will be taking even more inspiration from him the it comes to this project.

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I have only recently come around to seeing Ben Toms work. The film I like most that he produced was a short fashion film for It was called “Girl On Fashion” and it features Kendall Jenner in a range of different costumes, outfits, hair styles and poses. There aren’t any words, so again, you can mainly focus on Kendall. It is very glitchy and has a lot of effects on it to make it seem distorted. Again, this makes it all more an art form. I like how it is mainly made up of short clips and still images, put into a longer film and this is something I will consider doing when making my own film.

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Inez and Vinoodh are a Dutch photography and film duo. They have produced images and film for huge name publications such as all around the world Vogue issues, AnOther, Dazed, Billboard and Harpers Bazaar, to name a few. I am very into makeup and beauty and I also love Rihanna, so when I saw the advert they produced for it, I instantly loved it.

Its very current, trendy and features a range of different models with different racial looks. There is music over the top that fits very well with the street style film advert which gives it that extra hip street vibe. The styling and makeup also works well with the style of the film, it makes it all seem very well thought out. Watching this advert has been a huge inspiration and I will definitely take points from this if I consider to make this style film for my project.

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Short Film Examples

To start off my research for this project, I had a look into some short film examples. In lesson we were shown some examples such as a WWF campaign, a short film for Chanel and also some gifs, cinemagraphs and parallax clips.

I carried on this research and looked into the different types of short films we could end up creating. Such as short documentaries, fashion films, short fiction films and HQ Ad campaigns.

Short Documentary examples-

I first had a look on Youtube to see what short documentary films I could find that were interesting and inspiring to me. I found a really helpful Youtube channel called ShortsTV and its full of short Oscar winning and Oscar nominated documentaries ranging from 5 to 20 minutes long. This will be really helpful for research if my group decide to make a short documentary style film.

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I found three interesting short documentary films while having a look on Youtube. They were all about a person, and interviewing them and getting to know them and their story. I found this type of film the most interesting as the stories they were telling were interesting and you could really get to know someone just from watching the short film.

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The first one I watched was an award nominated documentary about a 109 year old lady called Alice. She is the last remaining Holocaust survivor to date. The short film is all about her, what she does on a daily basis, her hobbies, her stories and how she coped through the war and the reasons as to why she thinks she has lived to such an old age. It was very eye opening and quite emotional to watch, but it really drew me in and made me want to watch it until the end.

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The second one I watched was a short documentary done by Emma Williams at Vogue about artist and actress Bella Thorne. The short film was putting things straight about her as she is judged for everything she does in the media. As someone who uses a lot of social media and reads a lot of articles online, I myself had presumptions and judgements of Bella Thorne, but after watching this short film, I had a different perspective on her. The film was very eye opening and it made you realise that you shouldn’t judge someone and let them live their life how they want to.

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The last one I watched was quite an emotional short film, about a restaurant in America called “Excellent Dumpling House”, after 35 years of being in business it was being shut down. The director and filter Dexter, interviews the owner, the staff and the loyal customers who have been going there for as long as it had been open. It was emotional to see the loyal customers eating their last dinner at their favourite restaurant and the owner who was losing his restaurant after 35 years was very thankful to everyone and also upset, as he had had the restaurant his whole life.

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I then decided I would watch some fashion film examples as this could be another route I would want to take with my group. Without intentionally doing it, all the examples I watched and liked the most were short films made for Chanel by Karl Lagerfeldt. The first one I watched which I had seen before was “reincarnation”, a short film created to showcase the Chanel art collection in Paris in 2014. The short film had a beauty and the beat type feel to it, starring Pharell Williams and Cara Delevingne. Although it doesn’t necessarily have an obvious link to what its showing/advertising, it was still very interesting to watch and to see the amazing costumes and sets they designed for it.

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Afterwards, I then watched “Women Only”, again, by Karl Lagerfeld for Chanel. This time, it was a short film showing the Pre Fall 2013/14 collection. It was based in a cinema showroom, and it was women only allowed in to the viewing. Each woman, was a well known model, who had worked with Karl before, and it also included a lot of other familiar faces who had modelled other brands. As each woman walked into the cinema room, they showcased the outfit they were wearing to give the viewer a glimpse at what the collection would be like. I thought this was a good way to advertise your new collection as it really showed off the women and the clothes.

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We had already been shown this example in class but I watched it again as I liked it a lot. This film starred Kiera Knightely, set in Paris. It was about Chanel’s new fragrance Coco Mademoiselle. The film was telling the story of Kiera getting ready, putting the perfume on and going out into central Paris for a photoshoot, she then seduced the photographer and escaped out the window and rode off back to her place. This gave the sense that the perfume made her feel superior, and that she didn’t need a man as she had her perfume. The colour palette for the video was very neutral, almost like naked skin tones, which gave the film a more intimate feel as all she needed to wear was her perfume.

I have learnt a lot from watching these short film examples and I will take notes and inspiration to apply to my own project. This has given me a better understanding of the route I would like to take for the short film brief and I will discuss my ideas with my group.


Project Brief

The second brief we have been given for the photo films unit is an open brief to create a short film. Working in the same groups as the Sky Atlantic project, we have full control over what kind of short film we choose to create. A few routes we could think about are a short documentary, fashion film, fiction or a high quality advertising campaign. The film has to be between 4-8 minutes long and we have to use Premier Pro to edit our film.