MAX FACTOR

A LIFE OF EXCESS

GlobaL ATL + Digital Campaign

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BRIEF

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

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STRATEGY

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

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IDEA

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

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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.

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TVC • ONLINE FILM • WEBSITE • SOCIAL POSTS

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