Benefit formulated a curling mascara so I designed packaging evoking a 1950s beauty shop theme. This packaging was well received and has inspired a whole line of roller products that I designed and art directed the campaigns for as well.
My role: Concept and art direction for family of products design, advertising campaign, photo and video shoots, guidelines for cross-functional launch expansion and activations. Close collaboration with strategic marketing, product, PR, education and digital.
Benefit formulated a curling mascara so I designed packaging evoking a 1950s beauty shop theme. It looks like a curler, has a cool diecut edge and embossed metallic atomic stars. A winning combination for a best-selling product. This packaging was well received and has inspired a whole line of roller products that I designed and art directed the campaigns for as well.
My role: Concept and art direction for family of products design, advertising campaign, photo and video shoots, guidelines for cross-functional launch expansion and activations. Close collaboration with strategic marketing, product, PR, education, and digital.
I also art directed the campaign for the next product in the Roller family, Roller Liner.
We took the less obvious route for typical liner campaigns and made it mod super hero themed. My favorite part was working with the cat on set. He had a special tiny cape!