Soft, natural makeup will never go out of style. It’s simple, it’s universally flattering and it’s something anyone can achieve, regardless of skill level. And what pairs perfectly with natural makeup? Beautiful, fluttery lashes and full, fluffy brows. Such was the inspiration behind this campaign for bareMinerals’ STRENGTH & LENGTH Collection, the first clean, vegan lash and brow collection that naturally lengthens and adds fullness with less lash fallout. The campaign was shot by Dan Jackson and features bareMinerals Clean Beauty Ambassador, Hailey Bieber, alongside her best friend, professional surfer Kelia Moniz. The pair are set in a lush greenhouse alluding to growth and healthy ingredients, with their gorgeous fully grown lashes and brows front and center. Red clover extract is the key ingredient, providing powerful strengthening benefits for healthier-looking lashes and brows. I was responsible for the concept for this campaign and seeing it through all stages of pre and post production including the rollout of all digital assets, and providing guidelines for commerce, video, social, paid media and in-store components.
Photographer + Director: Dan Jackson
DP: Tristan Sheridan
Chief Creative Director: Marcia Mossack
Executive Creative Director: Sujin Kim
Senior Digital Art Director: Laura Teicher
Social Art Director: Charlotte Hailstone
Production: JWALK
Editing: Uppercut
Styling: Maeve Reilly
Hair: Ward Stegerhoek
Makeup: Romy Soleimani
Set Design: Viki Rutsch
Still Life Photography: Richard Pierce
Prop Stylist: Sara Wacksman
