Beauty Brand Campaign

Ethx

A launch campaign for a marketplace built around small beauty brands, all shot across one day in Los Angeles.

Ethx

Beauty Brand Video Production

C&I Studios handled beauty brand video production for Ethx, a marketplace created to put small beauty labels in front of the people who want to buy from them. The brief was an introduction spot. One voice explaining what the platform is for, cut against the products themselves and the people who use them.

We shot it in a single day in a downtown Los Angeles loft on two RED bodies, with five talents and roughly fifteen products moving through the space. Every room in the loft became a different set, so one location carried a campaign that reads like it was filmed across a dozen homes.

INDUSTRY

Health & Beauty

SERVICES

Video Production

Directing Five Talents in One Day

The concept called for a lot of different people and a lot of different rooms, and the budget called for one location and one day. So the loft got treated as five sets rather than one. The window seat, the hanging chair, the bed, the couch and the shelf wall each got their own lighting setup, and talent rotated through them while the next room was being lit.

Shooting that way means the schedule is built around light, not around people. By the time a talent walked onto a set it was already finished, so the only thing left to do was perform.

Talent unboxing a beauty order during an Ethx campaign shoot

Directing Five Talents in One Day

The concept called for a lot of different people and a lot of different rooms, and the budget called for one location and one day. So the loft got treated as five sets rather than one. Each corner got its own lighting setup, and talent rotated through them while the next room was being lit.

Talent in a hanging chair with beauty products on set

Talent on a loft bed set beside a window during a beauty campaign shoot

Talent applying a beauty product beside a lamp on set

Shooting the Product

Fifteen unique products arrived, each with its own idea about packaging and none of them designed to sit beside the others.

The fix was one consistent still life setup, built against a white wall with a few vases and a plant, that every product passed through.

Running all of them through a single setup was also the only way the work fit inside one eight hour day that already carried five talents across five separate room setups in the same loft.

The products were shot in 4K on the same two RED bodies covering the rest of the campaign, so the inserts read as part of the same shoot rather than a separate product session.

That gives the edit a set of clean inserts it can cut to at any point, and it gives the brand a library of product frames that all look like they belong to the same shop.

Beauty product still life of a day and night cream and serum

Beauty product still life of a clay mask jar with a spatula

Beauty product still life of an underarm detox masque carton and tube

Beauty Brand Video Production for a Marketplace Launch

C&I Studios handled beauty brand video production for Ethx, an online marketplace built to sell small beauty labels to the people who look for them. The job was an introduction campaign. One person explaining what the platform does, cut against the products and the customers. We shot the whole thing in one day in a Los Angeles loft, and every frame on this page came off our own cameras that day.

One Location Standing In For Many

The script asked for people using products at home, unboxing an order, shopping on a laptop and passing something to a friend. Written out that reads like a week of locations. It was shot in one loft in a single day by treating each corner of the space as its own set. A window seat, a hanging chair, a bed, a couch and a shelf wall were lit separately and dressed differently, so the finished campaign feels like it moves through a dozen homes. Beauty brand video production usually lives or dies on that kind of planning, because the budget rarely stretches to the number of rooms the concept wants.

Shooting Fifteen Products From Fifteen Labels

A marketplace sells other people’s brands, so the products arriving on set were never designed to sit next to each other. Pink cartons, grey tubes, kraft tins and glass droppers all had to end up looking like one shop. We built a single still life setup against a white wall and ran every product through it, which gives the edit clean inserts to cut to and gives the brand a set of product frames that match. It is the same approach we take to product photography on any catalogue job.

Two Cameras and a Full Crew for a One Day Shoot

The day ran on two RED bodies with cine primes, a first AC pulling focus on a wireless system, a gaffer lighting each set ahead of the talent, and a production sound mixer recording the explainer dialogue clean. Running two cameras means every setup produces a wide and a tight at the same time, which matters on a day with five talents and a fixed out time. Client preview went to a monitor on set so decisions got made in the room rather than in revisions.

Editing an Explainer That Has to Sell a Platform

An introduction spot has a harder job than a product video. It has to explain a business nobody has heard of and make the products feel worth buying, inside thirty seconds. The edit holds one voice all the way through and cuts the b roll against it, with motion graphics carrying the brand name and licensed music from Artlist under the whole thing. Delivered in 4K for social and web.

Beauty and E Commerce Work at C&I Studios

We shoot beauty brand video production for retailers, marketplaces and independent labels, and the same crew that shoots our commercial and documentary work handles it. Production days in California run through permits filed with FilmLA when a shoot moves outside a private space. See more of our health and beauty work, our e commerce work, or tell us about the campaign you want shot.

Start Your Next Production

Getting a full campaign out of one location in one day takes planning, and it is only part of what we do. Commercials, brand videos, documentaries, photography and editing all come out of the same building and the same team.

Tell us what you want to make and we will tell you what it takes to do it right.

Start Your Next Production

Getting a full campaign out of one location in one day takes planning, and it is only part of what we do. Commercials, brand videos, documentaries and editing all come from the same team.

Tell us what you want to make and we will take it from here.