Looks can be deceiving and new Mineralist Lip Gloss-Balm from bareMinerals is here to prove it. High-shine gloss no longer means heavy, sticky formulas. One swipe delivers the most comfortable glass-like shine your lips have ever felt. It looks like a gloss, but feels like a balm. Plus, its clean vegan ingredients nourish and improve lips over time. By breaking away from the traditional commercial lip gloss content, the footage captures the spirit and unique style of each model, while also showcasing the hybrid nature of the product through all of our supporting social assets: high gloss shine + a balmy feel = lip gloss-balm. I was responsible for the concept for this campaign, and saw it through all stages of pre and post production. I oversaw the rollout of all digital assets, and provided guidelines for ecommerce, video, social, and in-store components.
Photographer + Director: Mikael Schulz
Executive Creative Director: Sujin Kim
Senior Digital Art Director: Laura Teicher
Social Art Director: Charlotte Hailstone
Production: JWALK
Editing: Daniel Kaijzer
Hair: Fernando Torrent
Makeup: Misha Shahzada
Still Life Photography: RitualofMe
