Faceful Masks
Project Scope: Brand Identity Video | Scripting | Cinematography | Editing | Sound Design
The Challenge
At the height of the 2020 pandemic, when the world was learning to live behind layers of fabric and distance, Arno Stephanian, a talented musician and a natural-born entrepreneur launched an idea rooted in empathy and innovation: Faceful Masks—a smartphone-enabled service that allowed users to scan their faces and receive a mask printed to match their exact skin tone and lower facial features. It wasn’t just about protection; it was about reclaiming identity, visibility, and the simple act of smiling.
Arno reached out to Zurna Creative with a mission: help introduce this product to the world—not only as a functional item, but as a deeply emotional solution.
but an opportunity to express in a suppersive atmosphere!
This was not only a chance to create...
Strategy
Zurna approached the campaign with a dual strategy:
Human-centered storytelling to emotionally ground the product in the lives of real people.
Crisp, tech-forward explainer content to demystify the scanning process and show the innovation in action.
We leaned into the contrast between facelessness and visibility, designing visual content that emphasized expression, personality, and individuality—the very things traditional masks had hidden away.
Visual Style
The video cleverly introduces the main character—also the inventor behind the project—with a satiric evaluation of the situation, adding a layer of playful absurdity that functions as a hook, making the message both memorable and entertaining. This helps keeping the audience engaged and curious.
Concept
While the concept is deeply tied to the emotional reality of mask-wearing, the video balances empathy with levity—making the product feel approachable, relevant, and genuinely innovative. The humor doesn’t undercut the mission—it actually sharpens it
Signature Touch
From tight scriptwriting and quick edits to expressive acting and stylized visuals, the video reflects Zurna Creative’s ability to inject personality into product marketing. It’s the kind of work that invites not just clicks, but conversation.
By parodying infomercial tropes and using creative repetition, the video balanced clarity with charisma, making sure the product’s innovation was clear without losing its entertainment value. It’s a textbook example of Zurna Creative’s ability to combine strategic messaging with cinematic personality—a formula that not only sells, but sticks.
Social Media Ads
Zurna Creative came to the Faceful shoot with strategy in hand—maximizing limited talent time by planning ahead for social content, capturing promo shots between takes, and making sure usage rights were locked in early. It’s this kind of smart, efficient production that turns one day on set into a full campaign toolkit.
The Impact
What truly set the Faceful Masks campaign apart was Zurna Creative’s bold embrace of humor and theatrical storytelling. The Kickstarter video unfolds as a series of quirky, rapid-fire moments—cleverly stitched together to move from global chaos to everyday life: jogging, shopping, waiting at a café. As the scenes build, we begin to feel the emotional weight of a world without faces, smiles, or expression. Just when that depth settles in, another burst of humor disarms us—reminding us, with hope, that technology has the power to bring our identities back into view.
This playful, sketch-comedy-style approach transformed what could have been a dry explainer into something visually rich, emotionally layered, and irresistibly shareable. The result? A campaign that made people laugh, feel, and click share—turning Faceful from a smart idea into a truly human product.
