Act Natural

How do you launch a product that gives you brows so natural they don't look like you're wearing makeup? You feature a cafe full of pink gorillas, of course. To introduce Foolproof Brow Powder across Benefit’s global social channels, I worked with copywriter Amber Shadewald to concept and create a disruptive 60-second spot that leans into two of the brand’s core pillars: Laughter is the Best Cosmetic and Pink with a Wink.

In this video, we pulled through the key campaign visual—a gorilla’s arm— to create consistency across online and in-store touchpoints, casting our primate friend as the lead actor. In true Benefit fashion, we turned him pink. I’d always wanted to work with director Jimmy Marble, who turned out to be the perfect partner for this shoot.

creative concepting + art direction