The Definition of Definition Campaign
When I was brought on to boost the sales of a revolutionary lash-enhancing mascara, I knew we needed something that would stand out, resonate with customers, and capture the essence of what made this product special. That’s when the campaign ‘The Definition of Definition’ was born.
I wanted to highlight more than just the deep black pigment and lash-enhancing serum. It wasn’t just about creating defined lashes; it was about redefining how easy it could be to achieve them. With this campaign, we showcased how this unique formula provides instant definition, while also helping lashes appear longer and fuller over time.
We crafted every element of the campaign to focus on the transformation—inviting customers to see not just the product, but the confidence that comes with beautifully defined lashes. From bold visuals to empowering messaging, ‘The Definition of Definition’ became more than just a tagline—it was a promise of easy, impactful results.
We launched ‘The Definition of Definition’ as a global campaign, and it quickly became a massive success. Geared specifically toward a younger audience, the campaign resonated deeply with our target demographic. The videos my team produced were fun, exciting, and full of energy—designed to capture the spirit and style of our brand while showcasing the product’s transformative power. The result was a vibrant, engaging campaign that truly connected with consumers around the world.
Now, take a look at the videos that brought this vision to life.
Videos and photos were created by my team. I planned and set the overall direction of the campaign and allowed my team to execute it while spearheading and approving all assets.