Rimmel wanted to feature their Rita Ora Colour Pop line of makeup in a hot, contemporary, pop art style. I went for bright, colorful, and bold frames to match the product line and Rita Ora's persona. I really wanted to explore the idea of diving into the halftone dots that are popular in the pop art style and have them suddenly become the caps to lip balm. From there the idea of the lip balm drawing the UK flag and so forth made sense. Then, that bit ends and the camera cuts to a new scene to keep an editorial feel which is important for a fashion spot like this. Each new scene maintains it's punch and plays out its own mini story.
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