Beauty Persists

Beauty Persists

Soft textures, flawless shine and unique colors. Zoe Boikou’s passion and frustration drove her to establish Zoeva for women who love natural beauty. While looking for quality brushes with a reasonable price tag she started an eBay shop nine years ago and became social media’s sweetheart. Located in a big warehouse in Frankfurt Germany since 2011, Zoe has built up a strong creative team and her brushes are recognised worldwide.

The latest campaign film "Beauty Persists" created by Berlin & Düsseldorf based studio Another Slang is the beginning of a new era for Zoeva. The new look embodies "Contemporary meeting Fantasy" — fusing minimal geometric shapes with ethnic vibes, tropical elements and even an apocalyptic valley of ancient temples at the summit of Olympus.

“Nowadays the wish to communicate as authentic and real as possible seems to have banned all kinds of fun and fantasy out of advertising. There was an urge to create something unreal and very dreamy.”
— Charles Bals
“The sets were hand-built and all the effects shot in-camera without further use of special effects. It was an inspiring and challenging experience for everyone in the team.”
— Charles Bals

Another Slang is a boutique department of production house Parasol Island. Fresher, faster-paced, and driven by a clearer understanding of the fashion, luxury and lifestyle industries. Director Charles Bals and his team were handpicked by Zoe herself after she had walked into an Aesop store in NYC and got captured by the creative studio’s latest campaign. Zoe wanted to create something that would stand apart, not by quality, but by sheer appeal.

 

directed by CHARLES BALS
creative direction ANOTHER SLANG
director of photography DENIS GUTH
set design ELENA MORA & CHARLES BALS
sound design JONATHAN WULFES
production ANOTHER SLANG / PARASOL ISLAND

 

 

Jovel Ramos

Jovel Ramos

Manhattan

Manhattan