Clinique was launching their first matte lip color line, Pop Matte, and needed a digital campaign that could live across global markets and disrupt their "skincare-only brand" image (re: get women to consider Clinique when shopping for color cosmetics).
We developed the idea of "popboxing," Clinique chic meets street-style-beatboxing, inspiring fans to turn up the volume with a new kind of a matte. We worked with Kaila Mullady in the studio (female beatboxing champion of the world) to create an original track. Then we taught our model how to lip sync the sounds while wearing different shades of Pop Matte.
Tapping into the trend where fans call out their "current #mood," we created a suite of assets (hero video, shorter cut-downs, gifs and stills) for social, and an interactive soundboard for Clinique.com where users could play different lips/sounds and see the new matte in action.
We were tasked with launching an updated formula of Clinique Turnaround Serum in Japan. The iconic product's new twist was an accelerated formula that works just as hard as the Clinique girl on the go. Even as she endures environmental aggressors or late nights, we wanted to show that if she stuck with it, she and all her friends will notice her new found brightness over time.
Inspired by the world of Manga (japanese comic books), we used playful illustrations and animated them, bringing the world of our Clinique girl to life. We also used animations to explain product benefits and routine.
This was an especially fun shoot because I also had the opportunity to direct it. Working closely with our animator leading up to it, we identified our scenarios and how we could bring them to life with just a model, a white cyc, a computer and a lot of heart.