Armani Beauty — Campaign Content

A week-long content production built alongside Armani Beauty’s campaign shoot, creating social-first films around new faces, products and the making of the campaign.

Overview

Building Around the Campaign

Our team mates who took part in this project

A global campaign creates far more opportunities than the hero film itself. For Armani Beauty, our role was to build the content surrounding the campaign, creating a series of social-first assets designed to introduce new faces, reveal products and bring audiences closer to what was happening behind the scenes.

Working alongside the main campaign production and digital teams, we developed a series of concepts around each talent, the products and the making of the campaign itself.

The objective was to create a body of content that could live before, during and after the campaign launch, extending the story across the brand’s social channels.

Armani Beauty — Campaign Content — video 1
Armani Beauty — Campaign Content — video 2
Armani Beauty — Campaign Content — video 3
Armani Beauty — Campaign Content — video 4
Armani Beauty — Campaign Content — video 5
Armani Beauty — Campaign Content — video 6
Armani Beauty — Campaign Content — video 7
Armani Beauty — Campaign Content — video 8
Armani Beauty — Campaign Content — video 9

Armani Beauty — Campaign Content — video 1
Armani Beauty — Campaign Content — video 2
Armani Beauty — Campaign Content — video 3
Armani Beauty — Campaign Content — video 4
Armani Beauty — Campaign Content — video 5
Armani Beauty — Campaign Content — video 6
Armani Beauty — Campaign Content — video 7
Armani Beauty — Campaign Content — video 8
Armani Beauty — Campaign Content — video 9

Armani Beauty — Campaign Content — video 1
Armani Beauty — Campaign Content — video 2
Armani Beauty — Campaign Content — video 3
Armani Beauty — Campaign Content — video 4
Armani Beauty — Campaign Content — video 5
Armani Beauty — Campaign Content — video 6
Armani Beauty — Campaign Content — video 7
Armani Beauty — Campaign Content — video 8
Armani Beauty — Campaign Content — video 9

Approach

Working Inside the Production

boy singing on microphone with pop filter

Our team integrated directly into the wider campaign production, working around the schedules, sets and talent already in place. The challenge was to create our own content without slowing down or interfering with the main shoot.

Some formats were captured directly on set, using access to the campaign production to reveal moments audiences would not normally see. Others were created independently in dressing rooms and dedicated spaces, giving us more freedom to build specific concepts around each talent.

Across the week, we produced face reveals, talent-led films, behind-the-scenes content, product sequences and a series of short-form social capsules. Each concept was planned in advance, while remaining flexible enough to adapt to the reality of the shoot.

Outcome

One Campaign, More Ways to Tell It

The week resulted in a library of social-first content built around the different stages of the campaign: talent reveals, product content, behind-the-scenes moments and dedicated short-form films.

Rather than simply documenting the main production, each asset was designed with its own purpose and format, giving the brand content to tease the campaign, support its launch and continue the conversation afterwards.

By working alongside the campaign rather than separately from it, we were able to turn access, talent and production moments already happening on set into additional brand content without requiring a second full-scale production.

Solène Darnaud

Head of Brand

Armani

After several years of collaboration across the Berlinale, Venice Film Festival and Cannes, Blue Marble has become a trusted extension of our team. Their Content Unit is agile, flexible and deeply familiar with the codes of beauty and luxury. They know exactly when to step in, how to guide talents and ambassadors, and how to capture the right moments without disrupting the experience. The team is fast, reliable and consistently delivers high-quality content under tight timelines.

Solène Darnaud

Head of Brand

Armani

Solène Darnaud

Head of Brand

Armani