Google x L’Oreal x Maybelline
Erase The Noise
"Erase the Noise". AI brand campaign for Veo 3. Director, client lead and production.
Most beauty advertising rests on two things: a face and the product in someone's hand. This brief ruled out both. No human faces, no product in use, and everything inside L'Oréal's Responsible AI guidelines.
What was left was the feeling, so I built the film around the essence of the product, the calm the concealer creates as an experience of New York. Known for being the city that never sleeps, I juxtaposed the noise of New York with the elemental effect of the Instant Eraser Concealer to erase the noise, rendered in Veo 3, including showing New York in a way that that cannot be shot.
Most beauty advertising rests on two things: a face and the product in someone's hand. This brief ruled out both. No human faces, no product in use, and everything inside L'Oréal's Responsible AI guidelines.
What was left was the feeling, so I built the film around the essence of the product, the calm the concealer creates as an experience of New York. Known for being the city that never sleeps, I juxtaposed the noise of New York with the elemental effect of the Instant Eraser Concealer to erase the noise, rendered in Veo 3, including showing New York in a way that that cannot be shot.
I was selected after L'Oréal reviewed proposals from several AI directors, then ran the client relationship alongside the direction through to delivery: hero film plus 30, 15 and 10 second cutdowns, multiple variations of each, launching across several markets.
It premiered at the France YouTube Festival at the Opéra Comique in Paris, in front of an audience of around a thousand advertisers and media agencies. Google produced its own case study film about the project, featuring myself and the Head of AI innovation from L’Oreal.
It premiered at the France YouTube Festival at the Opéra Comique in Paris, in front of an audience of around a thousand advertisers and media agencies. Google produced its own case study film about the project, featuring myself and the Head of AI innovation from L’Oreal.