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CrowdStar, an online game developer, approached us for concept development, production, and post on a branded content piece for Covet Fashion, a styling game and virtual shopping app with over 10 million users. They were in the process of rebranding the app to embrace more realistic beauty standards, so they wanted a film that would encourage body positivity in the fashion community and highlight the value of inner beauty just as much as exterior beauty.
The goal here was to create a video that would brand Covet Fashion as an all-embracing styling app founded on diversity, body-positivity, and confidence that speaks to a broad scope of women. Since Covet Fashion was moving away from barbie-like virtual models, and towards more of a “Dove” type perspective, we decided to create a film that explores the reactions of real women receiving real compliments. In order to capture these genuine reactions, we would style women in a look that they were always too nervous to attempt, then surprise them by bringing another woman whom they’ve never met in to offer her first impression. Unlike many other social videos where opinions are given behind closed doors or two-way mirrors, we wanted these two strangers to meet face to face, capturing each styled woman’s true reaction to receiving authentic compliments about not only how they look on the outside, but about the energy they exude from the inside as well.
fCrowdStar decided to pull the real women from their user base. To make sure this video spoke to a broad scope of women, we helped them chose users with varying cultural backgrounds, insecurities, and body shapes. It is often a challenge to make non-actors feel comfortable on camera, especially when they have to speak about their insecurities, so to make these real women feel more at ease, our director spoke with each of them ahead of time. This not only helped them prepare to talk about their insecurities but helped us plan each woman’s new look as well. When it came time to style each woman, our team had to be patient and flexible in allowing the women to collaborate with our stylist on a look that they felt comfortable in. It may have been easier to simply tell the women what they were going to wear, but we knew that wouldn’t draw the kind of emotional response we wanted to achieve. They needed to really feel beautiful and to see themselves in a different light, otherwise, the unexpected compliments they received may not have made as much of an impact on them.
The spot acquired over 300K views within the first couple days of its release and generated strong word of mouth across social platforms and media relay. It made it to the front page of the style section of Huffington Post, as well as a myriad of other prominent blogs and fashion/women-related media. For Covet Fashion, it participated in the success of their relaunch and cemented their new identity through a strong branded content campaign. Amanda Lulewicz, Head of Marketing for Covet Fashion, said that “working with real women who have never been in front of a camera is not always an easy task, but the LightHouse team made the women feel very comfortable, evoking the authenticity we were after and leading to an incredible final product.”