HR Eye Cream | Product Launch | Switzerland FY23
case study
Overview
Switzerland based Helena Rubinstein celebrated the launch of their new Black Bandage Eye Cream with a guided experience. In attendance were global influencers, with Fala Chen selected to represent Hong Kong. Matte Grey’s lean team of four crafted a filming schedule around her tour at the legendary Laclinic Montreux, capturing her experience and the breathtaking environment, reliant heavily on natural lighting. The incredible healing abilities of this new product were captured and conveyed through Fala’s words.
Brief
For their first product launch in 8 years, Helena Rubinstein HQ wanted to make a splash with a lavish two-day itinerary on home soil, Switzerland – filled with spa treatments, performances and a gala dinner. The event aimed to educate and inspire guests around the world on its origins and ambitions.
Wanting more than an event highlight video, Helena Rubinstein’s Hong Kong team briefed Matte Grey on; a thematic (master) video, BTS video, key visuals, stills, with studio level luxury lighting and sound recording.
As a previous ambassador to the brand with a flourishing reputation thanks to the success of Marvel's Shang Chi; the brand did not hesitate to secure Fala Chen for this launch event.
Approach
The requested deliverables meant every break from event activities would be used to film what HR Hong Kong needed. Script, storyboards, and shooting schedules were concluded prior to shooting and every car ride used to build rapport, whilst ensuring Fala understood the project vision as soon as cameras were rolling.
To ensure smooth communications on the ground, Matte Grey sourced a local, Swiss based fixer to sort; 1) transportation costs, 2) hotel options near the event, 3) brand and celebrity aligned restaurant options. This helped frame a realistic itinerary and quotation for the project.
Our initial challenge was identifying 3-4 key personnel capable and competent for this project; given the clients’ budget constraints would not cater for a full team of 10-15. We landed on a director that loved holding a camera himself, shooting scenery, female subjects and had his own drone – combining director, DP, and drone pilot. The second, a photographer fluent with natural light shooting, finding angles quickly, and comfortable working with celebrities. Ernest supported both with lighting, art direction, DIT, and client liaison whilst the fixer coordinated travel.
The team happened upon a videographer travelling Europe with his own gear on holiday; who became a second camera, allowing for simultaneous wide and closeup shooting.