Super-Pharm, the leading beauty cosmetics retailer in Israel launched its second "Beauty Vlogger Academy". An academy which will form, shape and instruct Israel's next generation of beauty vloggers. The academy is in its second year and the aim is to teach participants about the make-up industry, being a trend setter and video editing as well as all the other information needed to know to become a successful beauty vlogger. Unlike in other parts of the world, where there are many YouTubers women can turn to for advice on how to create the latest look, in Israel there are but a handful of beauty YouTubers. That's why Super-Pharm decided to fill in the gap and launch a search for Israel's next big "Beauter". 

The commercial we created for the launch of the search, was inspired by the shape of the YouTube video frame and took several months of planning. The reason is that most of the action revolves around seven different frames which were hand crafted out of paper and cardboard. To complicate things further, we added to each frame elements such as cogs, folding concertinas, led lights and more which made the production challenging as they had to be hand operated on the set and the actress had to react to them on cue. But hey, who wouldn't go the extra mile for aesthetics, right!? 

The crafted paper elements featured  in the video, starred as key visuals throughout the 360 campaign, included web designs, banners and even merchandise for the academy.

The website included registration and explanation regarding the Academy purpose, syllabus, events, lecturers and judges.

The concept, digital designs and the paper craft were designed in collaboration with the the most talented
Carmel Gilan and Eran Shushu Spanier.