TASK
Ayo Banton digital were asked to create a unique look and feel for the new brush iQ range that would not only appeal to their global consumers but would also explore the amazing benefits and attributes of the technology behind the brushes in an alluring and engaging way.
OUR SOLUTION
In order to really engage with Tweezerman’s broad consumer base, we approached the project from 2 angles
• Education
• Desire
EDUCATION
We created 4 engaging tutorial videos teaching MUA’s and consumers how to develop sort after beauty techniques using the new brush IQ range. Utilising the broad experience of two of the industries most respected celebrity make up artists, we shot, scripted, edited, designed and art directed each video for the brush iQ global social media campaign.
DESIRE
Not only was it important to educate consumers about the benefits and qualities of the range but it was also imperative to celebrate the sheer beauty and detail of these products. Consumers had to see that the brush iQ range was a step up from anything they had before.
PROCESS
Each brush was shot with a custom strip light system to bring out the sleek, lightweight contours of each brush. After the shoot, the files were sent to our post production team for clean-up and then to our design team where digital atmospheric spaces were created consisting of light rays and light particles to tie in with the “other world” look and feel, synonymous with the advanced technology behind brush iQ.
RESULTS
The campaign was a huge success. The implementation of our work tripled online sales worldwide. In the US alone, within 4 months the videos gained over 850,000 views on youtube and still counting.
SERVICES OFFERED
• Photography
• Creative Direction
• Design
• Creative Retouching
• Postproduction
• Video Production
• Motion Design
• Web design
• Strategy
• Marketing
