Double fulls, double downs, pirouettes, tumbling, and formations are the inspiration behind this beauty brand launch. If you don't understand a word we've said — good. That just makes this even more interesting.
The gravity-defying twists and rotations were what inspired the movement and positioning of the products throughout this video. It's playful, it's powerful, it's athletic.
The balancing and tossing of products into space is a graceful nod to teamwork and trust. A must in this sport.
Even the final "formation" the products take is a direct influence of a final pose when the routine is complete. And a confetti finale? Well of course — have you even been to a cheer and dance competition?
By now you've realized this is not your average beauty line. It's a beauty line made specifically for cheerleaders and dancers. From the formula to the brand, no detail was spared.
This is Real Beauty for Real Athletes.
Now watch this video through the eyes of a cheer or dance athlete...Still don't get it? Probably because you're not supposed to.
Creative Team: Jessica Baker, Danielle Russell, Emily Manning