Not everybody knows that I’m fond of make up.
Imagine my face when Wildbytes, an international marketing agency, called me to ask if I would be interested in joining the team for a secret project for a make-up brand.
After signing a NDA, they could reveal the details of the secret project.
FENTY BEAUTY LAUNCH WITH RIHANNA.
What is Fenty Beauty? Fenty Beauty is the first inclusive make-up brand, meaning that they developed 40 shades of foundation together with sparkling highlights, amazing matte lipsticks and many other accessories for make-up.
And, last but not least, created by Rihanna!
It wasn’t Wildbytes debut for Fenty Beauty. In September 2017 they launched the brand in Spain designing a live-created film campaign. Not only was it the first time that something this big was organised for a brand, but also top technology was used to honour Queen Rihanna arrival in Spain.
For the Italian launch, organized in Milan, something similar had to be organised to meet the expectations of the Spanish launch.
Wildbytes designed at a set of three different activations to promote users’ experiences with Fenty Beauty products (together with a themed cocktail bar and a urban catering, of course!). The event took place at Spazio Antologico – East End Studios in Milan on April 5th, 2018.
The star of the night, Rihanna, arrived in a Versace’s mini dress – needless to say, she was stunning!
As a guest more, she interactuated with the activations created by Wildbytes.
The event went quite smoothly and we all had a lot of fun after three full days (almost all day working!) for one of the most important beauty launch of the year.
And I also tried the activations, of course!
Maybe now you can ask what I was during before the event… I was a production assistant. Basically I helped the Boss Julio Obelleiro and the productors with the organization of some parts of the event, such as dealing with tasks involving Italian-speaking companies (such as security staff) and some bureaucracy documents needed for the event. I had a lot of fun during those days of hard work. Thanks Wildbytes for calling me! (and thanks Abel for being my partner in crime, as always!)
For more details and photos look here.
And here. Here. Here. And, why not, here too!