Effy’s Natural Expression Panther Ad Campaign for Fall 2014

New York City–based Effy debuts a panther-inspired ad campaign based on its signature motif and the company founder’s favorite animal.

If you didn’t already know that Effy Hematian was fond of panthers, then one look at his firm’s new ad campaign may tip you off. Effy’s new Natural Expression campaign features a woman painted in panther spots to serve as a symbol of power and beauty. The ads debut in October.

The model underwent a four-hour-long body-painting session with makeup artist Anastasia Durasova to achieve an authentic look that Hematian didn’t want to risk leaving up to computer graphics to create.