Monica Aksamit, the Olympic fencer, appears in a new spot by U.K. cosmetics brand No7 (owned by Boots/Walgreens). The spot has a fierceness that's different for the category, but what's even more unusual is that you never see the face of the star.
Directed by MJZ's Juan Cabral, the ad sees Aksamit dueling with an opponent, all in white, in the dramatic backdrop of a white quarry, and is interspersed with footage of her applying makeup. As she adds swipes of color and powder, the colors are also added to the duel -- including a blood-like red swirl as she applies a deep red to her lips. Yet, because her face is covered by a fencing mask, we never seee her finished look. "Make up doesn't make me better. Or does it?" she asks as the spot concludes. It was created by Mother London, and VFX are by MPC.
Kristof Neirynck, vice president and global category director, skincare, global brands at Walgreens Boots Alliance, says in a statement: "At No7 we understand the importance cosmetics play in the lives of women. It's far from vacuous or superficial. Instead it's an important part of helping women feel their best self, feeling ready. Monica is the perfect choice for this campaign as she is a woman who truly believes in the transformative power of make-up and the confidence it can give. This is a first for us, making a beauty advert that doesn't show the face of the star, but for No7 it is more important to champion the true role of make-up in women's lives -- the internal power and the energy that women have when they feel in control of their own beauty."