In its latest editorial on video editing, Moss Studio + Magazine analyzes several videos and takes into consideration three points: What makes the piece interesting? What does it do? How does the piece work as an extension of its corresponding brand?

Individuality has been a recurrent theme in October’s beauty space, said Moss Studio. No doubt, the trend of authenticity and sharing of real self as a result of the lockdown has seeped into the creative strategies of industry leaders. Each video below celebrates identity and freedom of identity expression, providing entertainment, perspective and enjoyment in a period of readjustment. Here, a critique on what makes a great video campaign.

Brand: Burberry
Platform: Instagram (@burberrybeauty)
Campaign: Burberry Her

What makes #BurberryHer interesting?
Given the global situation we’re in, all explorations of cityscapes draw your attention. It’s part of what we miss, and the normality that we experience a melancholic longing for. In this campaign, Burberry creates a daydream in the context of an empty city coming into dawn. This is a hard-hitting notion in a reality where most people are confined to their homes in one way or another. Furthermore, the scenery is explored through the eyes of a mythical, and yet modern woman – and so serves as a strong juxtaposition, both of identity and environment.

What does the campaign do?
The video sees the protagonist undergoing an exploration of the larger frame of her city as well as the more vulnerable context of herself. It’s elegant and empowered at once, balancing between sweeping shots and intimate closeups. Burberry calls it a reinvention of the modern woman, and the juxtaposition is certainly powerful; a flowing, casual jumpsuit, trainers, and finally, gigantic angel wings. The journey takes the audience from concrete, to realising the dream, as the model is literally lifted up by her wings. There is something carefree about it all, without losing any of the campaign’s weight.

How does #BurberryHer work as an extension of Burberry?
Simplistic and yet immensely powerful; when you name a perfume with such a meaningful pronoun, the need for its promotions to reflect on the brand only increases. In this campaign, the selection of model is pivotal in this respect. Burberry refers to Fran Summers as quintessentially British; an embodiment of tradition and individuality combined – and contrasted. Furthermore, the elegance of pace and imagery is undeniably on-brand throughout the video.

Brand: Gucci
Platform: Instagram (@guccibeauty)
Campaign: Goldie Red 25

What makes #GoldieRed25 interesting?
Following on the trend of focusing on the authentic individual, the Goldie Red 25 campaign is a celebration of individuality with stunning and unique visuals. Through three lines x four on Gucci’s Instagram feed, we are introduced to four very different women, each emulating the same sense of spirited fun – in four very different ways. And although they are unique and strong contrasts to each other, they’re the same, too. They are united by the fierce, brilliant red, and the bubbly, playful atmosphere each piece builds up and emulates.

What does the campaign do?
All 12 frames are intensely retro. The scarlet red; the vintage set-ups that feature the lipstick seamlessly into the scene; the innocence and lightheartedness. It’s a literal kaleidoscope and the instant each clip starts playing, the viewer is transported into the feeling each woman’s personality showcases. The pacing is upbeat, without being hectic and the soundscapes provide an added dimension of atmosphere. With the protagonists’ voices speaking the ‘more fun’, ‘be louder’, ‘live longer’ sentiments, the cheerful ‘Goldie Red’ jingle finish doesn’t feel redundant, but instead strengthens the individualities showcased in the series.

How does #GoldieRed25 work as an extension of Gucci?
This series is envisioned and directed by creative director of Gucci, Alessandro Michele, who’s also selected the shade of red to be featured in the campaign. Inspired by iconic Hollywood movies and the gilded era, #GoldieRed25 positions Gucci in that same sphere: luxurious, unique, groundbreaking, disruptive. Furthermore, the videos challenge the traditional notion of aesthetics and beauty by featuring such different women, all with striking features in their own ways. It’s a pure exploration of creativity; shifting the boundaries forward the way only boundary-breaking brands can.

Brand: Sephora
Platform: YouTube
Campaign: Stories of Belonging: Paris

What makes Stories of Belonging interesting?
A gorgeous, raw, and honest profile of Paris, this piece in the Stories of Belonging series pulls you in until the last second. The story in itself is heartbreaking and inspirational in one, but that’s thanks to the individual sharing it with her own, authentic voice. There is beauty in the tragedy, and Sephora manages to walk that balance beautifully, both in the narrative itself, as well as in its visual extensions of pacing, palette and music.

What does the campaign do?
Paris, the Sephora employee sharing her story of belonging, is striking, and she’s given the room and attention of the screen that her experience requires. The editing couples the words beautifully throughout. The pace slows in the moment Paris’ sister dies, takes the time needed for the reality to sink in, and then continues the journey, just like its protagonist has. Furthermore, the piece tackles a topic that’s often avoided – at least in honest detail – which underpins its messaging of empowerment and resilience beautifully.

How does Stories of Belonging work as an extension of Sephora?
Sephora’s brand tagline, ‘We all belong to something beautiful’, features in the opening of this sequence, giving way to empathy and understanding. Although the brand is a side character in the scheme of the narrative it is also the foundation on which the story is lifted up. Just like Sephora aims to give everyone a space of belonging in beauty with every online or physical store visit, they facilitate that same notion with this platform for the story. It is an extension of their core – that everyone deserves to be heard and seen. Given the current global climate, highlighting and honoring that uniqueness only goes to strengthen Sephora’s messaging.