Sephora's poignant prep

Sephora – Getting Ready

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Agency Le Pub/Milan
Production Company Movie Magic International
Director Juul Op den Kamp

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Credits

powered by

Agency Le Pub/Milan
Production Company Movie Magic International
Director Juul Op den Kamp
Global Chief Creative Officer Cristiana Boccassini
Chief Creative Officer Francesco Andrea Poletti
Creative Director Marie Poumeyrol
Senior Art Director Mattia Anelli
Senior Copywriter Andrea Zanino

Copywriter Alessandro Grillini
Art Director Madalena Goncalves
Producer Luana Strafile
Producer Giada Sidoti
Executive Producer Annalisa de Maria
Producer Camilla Sangermani
DP Myrthe Mosterman
Editor Eleonora Cao

Editor Tommaso Bianchi

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Handled well, commercials can create impressive impact by subverting the tropes and clichés of their brand's particular trappings.

Such is the case with Sephora Italia and Le Pub's new film, created to coincide with International Day for the Elimination of Violence against Women and portraying a powerful message about non-physical abuse.

Titled Getting Ready, the film, from director Juul Op den Kamp, starts as many typical fashion-based films do: a young woman applies natty outfits and make-up, generating a feeling of joy and empowerment.

However, in its final third, the spot changes course when a message from her partner strips our hero of both outfit and agency, wordlessly telling an all-too-common story of toxic control and dominance.

“Getting Ready addresses the theme of psychological violence and control in gender relations, aiming to raise awareness about recognising the early signs of controlling behaviour as real forms of abuse," explains Fenisia Cilli, Marketing Director at Sephora Italia. "We wanted to highlight these behaviours, which are often invisible, ignored, or minimised, yet deeply damaging. Our goal is to help those who experience or witness these behaviours identify the signs and seek help."

“The topic addressed in this campaign is a sensitive one," adds Francesco Poletti, Chief Creative Officer at LePub Milan. "Unfortunately, it is tragically relevant and cannot leave us indifferent. Signs of violence must be carefully observed, properly recognised, and promptly interrupted. It often starts with a comment, escalates to an insult, and finally culminates in concrete acts of violence—a tragic phenomenon we read about daily in our newspapers.

"This is why it is essential to act and talk about it: if our message reaches and supports even one person, we will have achieved something of absolute value and great importance."