WORLDWIDE - December 2014
L’Oréal was seeking to spotlight beauty in all its diversity by presenting a series of photo exhibitions to its workforce to illustrate its motto of “Beauty for All.” In the wake of shows devoted to Africa and Brazil, L’Oréal turned once again to Tetro to produce its third thematic photo exhibition.
L’Oréal wanted to pay homage to Russian beauty with a simple idea: immerse viewers in the world of Russia through truly artistic storytelling, and use photography to convey a contemporary image of the Russian soul. The company was looking to share this creative approach with its employees, as well as visitors to its social media platforms.
CREATIVITY ON DISPLAY
The agency designed and produced “Russian Tale”, an illustrated story that explores Russia’s inventive style through the eyes of three artists who exemplify the country’s creativity: Danil Golovkin, Petr Lovigin and Nickolas Sushkevich. It’s an aesthetic odyssey in the form of nine photos that redefine Russian folklore by blending traditional conventions with avant-garde fashion and design.