Estée Lauder
Created in partnership with BDG Studios, this national television campaign for Estée Lauder featured Keke Palmer and Demi Lovato’s “Confident.” Produced across Los Angeles, the work paired celebrity talent with large-scale, cinematic production to connect the brand with women in sports during football season.
The Challenge
Estée Lauder wanted to expand its reach with women in sports through a national television campaign airing during football season. The creative needed to feel culturally relevant and premium, balancing celebrity talent, a hit song, and large-scale sports production while maintaining the sophistication of a luxury beauty brand.
Approach
We assembled a best-in-class team of creatives, production partners, and union crews to deliver the campaign at broadcast scale. From licensing Demi Lovato’s “Confident” to coordinating a multi-location shoot across Los Angeles — including a full day of filming at the Rose Bowl — we navigated the complexities of celebrity talent, music rights, and large-scale production while ensuring every detail contributed to a polished, cinematic final campaign.
