paul stroud

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The brand wanted something musically fun and flirty for its different iterations.

Given TikTok’s popularity and the fact that this campaign would live on the platform, I needed to create something that would be equally motivating and informative.

The in-app filters accurately represent what the real mascara can do, yet the challenge required us to create something that would match the campaign’s vibrancy.

Another factor to keep in mind was to highlight 3 clear transitional moments as signals of when to change the filter, and they had to be easily recognisable, even for someone non-musical.