Honeymill’s Niceshit partners with Krave Beauty to help tackle excess in the cosmetic community
KraveBeauty wanted to press reset on the excess in the cosmetic industry through a Skincare campaign aimed to inspire other beauty brands to commit to responsible production and encourage consumers to shop intentionally.
Niceshit, in collaboration with Universal Favourite, Sydney crafted the B2B campaign which tells the story of Slowdown Skincare through a very graphic and dynamic spin on the classic fable, ‘The Hare and the Tortoise.’
Says Liah Yoo, founder KraveBeauty: “The story we want to tell is for sustainability — to highlight the fact that Skincare is not fast fashion, and in the race for “more” we have lost sight of the fact that we are creating waste at an alarming rate, and that businesses within the skincare segment can do more by doing less.”
Says Carmen Angelillo, co-founder and creative director, Niceshit: “We wanted to fully embrace the theme of minimalism, so we carefully crafted a world of simplified characters, giving them just the features needed to be recognised, and then combined hand-drawn outlines with a mix of textures, aiming for human imperfections as we drew each scene frame by frame.”
Adds Guido Lambertini, co-founder and creative director, Niceshit: “This approach helped us move the film away from a digital, mass production look, providing an end result that not only adds personality and warmth but helps build upon the core message of less is more.”
Says Rodier Kidman, co-founder and creative director, Niceshit: “We love to use our creativity and skills to create projects that reflect the goals and philosophy that we agree with. We wanted to contribute to show a possible solution, to reduce and take it slow.”
The campaign launches online, and on social media including Instagram and Facebook. There will also be activations.
Click here to view Niceshit’s reel.
Want to collaborate with Niceshit? For inquiries contact Paul Bennell at Paul@thehoneymill.com
Client – KraveBeauty
Agency – Universal Favourite, Sydney
Production Company / Rep – Honeymill
Director / Animation Studio – Niceshit
