Two bold and playful campaigns for Glossier's people-centric beauty ecosystem. The first launched Glossier's new impact color makeup line, Play. The second, a relaunch of one of the brand's staple products, Generation G lipstick.
We created an energetic campaign to launch Glossier’s dialed-up and dynamic new makeup line, Glossier Play. Working with photographers Charlotte Wales, Campbell Addy, and Anaraim, we created a 360 campaign including a dynamic anthem video, party and macro stills. With beauty application and feel-good dance floor moments, our video and stills establish a colorful world for Glossier Play.
Lustrous macro videos and stills were shot by Anairam to emphasize the bold color of the new product line.
Our relaunch of Glossier's Generation G lipstick in full color: a reformulated lip product that gives the look and finish of a just-blotted lipstick. The campaign consisted of four full-page advertisements in the Sunday New York Times, featuring a different personality and shade each week. Street activations included wheat pastings throughout New York City of the campaign portraits and macro lip shots. Print activations were re-photographed by the cast and customers, and fed back into various social media platforms for maximum exposure and impact.
Glossier Play Directed by:Charlotte Wales
Gen G Directed by:Oliver Hadlee Pearch