EADEM—Campaign art direction (still and motion), storyboarding, casting, and title design for EADEM, a new beauty and lifestyle brand for the modern woman of color.

EADEM is a skin-care company created by and for women of color. After a succesful brand launch in May 2021, their hero “smart melanin beauty” hyperpigmentation product, Milk Marvel, was set to debut at Sephoras nationwide in September 2021. As part of this expansion, the founders of EADEM brought me on to help create a launch video celebrating the Sephora release and the diverse beauty of melanated skin. With less than a month from first conversation to launch, I storyboarded the video and helped EADEM assemble a production and creative team, with the entire shoot coming together on a start-up budget in under ten days.
The resulting film is an intimate and cinematic love letter to melanin that highlights the efficacy of Milk Marvel and the specific heritages of the models feature. Title designs and layered footage draw on the multifaceted brand identity created by Lotta Nieminen, which utilizes mixed typefaces and collaged elements.
DP Samuli Haavisto, gaffer Troy Vetri, producer Riley Carithers, prop stylist Emma Ringness, wardrobe Paulina Olivares, and hair and makeup Mirna Jose. Talent: Adama Lowe, Malak Idrissi, Das Kim, and Veronica Campos.