A revolutionary new mascara needed a provocative campaign so I conceptualized, art directed and designed one that highlights the product payoff and catches our bad gal doing something very bad!
My role: Concept and art direction for advertising campaign, photo and video shoots, guidelines for cross-functional launch expansion and activations, packaging design, agency partnership/management for custom lettering. Close collaboration with strategic marketing, product, PR, education and digital.
A revolutionary new mascara needed a provocative campaign so I conceptualized, art directed and designed one that highlights the product payoff and catches our bad gal doing something very bad!
My role: Concept and art direction for advertising campaign, photo and video shoots, guidelines for cross-functional launch expansion and activations, packaging design, agency partnership/management for custom lettering. Close collaboration with strategic marketing, product, PR, education, and digital.
The campaign is inspired by SciFi B-Movies. As you can imagine, the activations across all channels were out-of-this-world. I also art directed a BANG themed video and a VR training app.
This mascara is the only in existence to use aeroparticles found in space suits to make it light. I designed the packaging to have a futuristic, scientific feel. It's matte and embossed with metallic details.