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Shopping habits have changed in response to the pandemic with online shopping for beauty products overtaking high street purchases for the first time in May 2020. With lockdowns closing non-essential shops and high street footfall down generally, Clarins needed to reach potential shoppers in new ways and adapt their messaging to encourage online interaction with the brand. LEAP has served as Clarins’ integrated advertising production partner since 2009, so they were well placed to create and deliver a new TV sponsorship campaign for the luxury beauty brand.

LEAP’s Film and Post team worked with a number of master creative assets to select footage that would work well together as a new piece of video content showcasing Clarins Total Eye Lift. First storyboarding and then editing the footage, LEAP created a TV sponsorship programme opener, break bumper and closer for the Clarins sponsorship of ‘Finding Alice’ on ITV.

LEAP’s VFX editors replaced, retouched and enlarged the text on the product shots. They animated light pulses over the bottle and created a slow, dramatic move to create a consistent look and feel across the different shots in the piece. They also rebuilt the pack shot end device from a still frame to give some movement to the closing moments of the TV sponsorship spot.

LEAP’s dedicated account manager and producers organised a Covid-safe voice over recording which the clients joined via remote links. They also liaised extensively with the clients and ITV to ensure a smooth approvals process. This was particularly important because TV sponsorship and adverts face different rules. While ads can contain product benefits, sales messages and a call to action, sponsorships cannot. Finally, the editors and producers made sure the content and technical aspects of the sponsorship were compliant and delivered the signed off spots to the broadcaster.

Clarins Total Eye Lift sponsors Finding Alice, Sunday nights on ITV. A darkly comic drama series with a strong female lead, it stars Keely Hawes, Joanna Lumley and Nigel Havers.