Dermablend Pofessional "Go Beyond the Cover" - Campaign Review

[EN] TUXEDO has been appointed by Dermablend USA (L’Oréal Group) to create a video campaign showcasing the benefits of Dermablend Professional Leg & Body Tattoo Primer & Leg products. This campaign, titled « Go beyond the Cover », features Rico Genest, also known as Zombie Boy the fashion world’s new darling. Arising a meeting between Zombie Boy and Ludwig Ciupka, Creative Director at Tuxedo who discovered Rico in 2009, this collaboration resulted in a project aiming to highlight the importance our society gives to looks, and how they can be misleading. The basic idea was to « transform » Zombie Boy by completely hiding his tattoos (face and body). This operation, which involved a whole day of work from a team of expert make-up artists, made Zombie Boy unrecognizable. The video came out on Wednesday night at 5:30 pm leaked by but was officially launched to media outlets and bloggers on Thursday morning at 9:00 am. In less than 24 hours, the video had 500 000 v