MAX FACTOR

A LIFE OF EXCESS

globaL ATL + DIGITAL campaign

​

​

BRIEF

Communicate the intense lash look made possible by Max Factor’s new premium mascara - Excess Volume.

​

​

STRATEGY

Interpret excessiveness as a lifestyle to communicate luxury and garner desire.

​

IDEA

Create a protagonist who is anything but ordinary. Everything she does is excessive, right down to her lash look.

​

EXECUTION

Across a varity of media, we reflected the mascara’s jet-black finish, glossiness and intense look in the form of a sleek back panther. Candice Swanepoel (Max Factor ambassador) is seen living a life of luxury and excess alongside her pet panther and donning her best accessory - her lashes.

​​

​

TVC • ONLINE FILM • WEBSITE • SOCIAL POSTS

​

​​

​

​

​