Looking to raise awareness about its efforts to empower women abroad, Estée Lauder approached JESS3 to help tell its story visually. Empowering women is a cause near and dear to the heart of JESS3. We were excited by the challenge of producing two videos to raise awareness about Estée Lauder’s recent partnership with CARE, an organization that helps women across the globe succeed economically. An important focus of this video was to paint the picture of the life female farmers in developing countries live day in and day out. Taking this narrative and combining with statistics, it was our goal to demonstrate the scope of the issue, but using the “power of one” to better relate and evoke empathy. By educating viewers about the economic circumstance of women in Africa and the developing world, and walking the viewer through initiatives like pureDKNY, this video teaches the audience how pureDKNY is making an impact and vastly improving these women’s lives. The process started with thorough research and fact checking. From there, we began script, story and animation development, working closely with Estée Lauder and pureDNKY to make sure the tone and feel of the story meshed with their brand. Two powerful videos that detail the plight of women in Africa and how they, with the help of Estée Lauder and CARE International, have turned their situations around and provided for their families. The first video, a short, animation-only feature, focuses closely on what it takes to lift women out of poverty. The second is an extended, five-minute, documentary-style feature. This documentary was produced with animations from the short video, mixed with footage of African women who have benefited from the efforts of Estée Lauder and CARE International. “One drop can make a difference” is the theme carried throughout both videos.
