As a leading provider of digital advertising in Denver, our marketing agency has our finger on the pulse of what makes a compelling ad. Let’s dive into the elements of Milani’s latest campaign to uncover the factors that are making it a success.
Attention-Grabbing Visuals Keep the Focus
By combining bright colors tied to each of the athletes with a contemporary editing style that utilizes jump-cut zooms and wide-angle lenses to create a fun and vibrant visual language, Milani keeps the underlying message easy-to-digest. According to Milani’s CEO, this campaign marks their first collaboration with athletes, and the high-energy buzzy video style reflects their physicality and vitality in consort with a stylish flair befitting a beauty brand.
While text flashes on the screen just long enough to be read, the overriding focus of the advertisement is not actually the setting spray itself, but rather the athletes. Cycling through a series of action shots centered around each athlete’s sport, the setting spray is only briefly shown on the screen, and its silver color on the white background means it does not command as much attention as the brightly colored clothing worn by the athletes. They maintain eye contact with the camera throughout, keeping viewer attention on their faces where their individual, unique makeup styles can be highlighted.
This is the perfect way to reflect setting spray in the video; as a product that keeps makeup in place, it’s best to keep it in the background and focus the viewer on the makeup itself. The facial expressions also tie into this by alternating between self-confident, engaging smiles and the strong gazes of top athletes “in the zone.”
The Tightrope Walk of Empowerment Messaging
Some brands have struggled to keep up with changing attitudes toward advertising targeted at women. Avoiding appearing out-of-touch or pandering can be difficult for brands, and many beauty brands appear uncertain about how they should present themselves in the last few years. However, Milani has managed to pull this off with an online-ready advertising style for a product that is already a win among consumers.
As "America's #1 Setting Spray," Milani established itself as a favorite among makeup users looking for long lasting formulas. The company was founded in 2002, and over the last two decades they’ve become known for their commitment to diversity and inclusion. They have also strategically launched this campaign to coincide not just with the 2024 Olympic Games, but also a golden age of women's sports at large. This positions Milani as a company that is with-the-times, without self-consciously riding trends, since the company has created its brand around encouraging self-expression and confidence since their founding.
How Visual Language Communicates Brand Identity Effectively
Contemporary editing and filming techniques help Milani communicate their messaging, highlighting both the product and the athletes. As informational text (portrayed in black, bold lettering) and flavor text (portrayed in a colorful script font that matches the color-coding of the athletes in the video) flashes briefly on the screen, the setting spray cans only occasionally float by in a diagonal pattern that maintains the dynamic flow of the advertisement. The athletes themselves interact with the spray, and—in a shot focused on a crouching Ogbogu, seemingly post-game—demonstrate its reliability and sweat-resistance.
Subject Matter Matters
The choice of charismatic, popular athletes is doing most of the work here, and the vibrant filming style is only there to match and support that energy. An eye-catching subject will always be the best way to grab attention, which can then be directed to the product. Additionally, the choice of athletes helps legitimize Milani’s empowerment messaging, and brings greater authority to their claims about the setting spray’s efficacy.
Keep Up to Date on Your Branding Visuals with Professional Digital Advertising in Denver
Keeping in mind the lessons on display in Milani's new campaign, it’s best to partner with a marketing company that knows how to present your brand in the perfect light using all the tools available. Real FiG Advertising + Marketing has the expertise to create eye-catching visuals to drive interest and boost traffic to your business.
Make the best choice for your business and partner with a dedicated, experienced advertising agency in Denver. Contact us today.