This campaign brought to life the idea of a "lash wardrobe" in a visually unexpected way—by reimagining the fitting room experience. This concept plays with the fashion-meets-beauty metaphor, using fitting room cues to suggest the endless possibilities mascara offers, just like trying on different outfits.

Our storytelling leans into Sephora’s authority in the category, positioning it as the definitive destination for every lash look—from bold and dramatic to soft and fluttery. Through thoughtful creative execution and strategic copy, we aimed to inspire customers to build their own mascara collection, reinforcing Sephora’s unmatched range and expertise.

At its core, this campaign was about more than just product—it was about claiming space in the consumer’s routine and mindset, making Sephora synonymous with mascara.

Role: Creative Director
Scope: Conceptualization, Strategy, Art & Creative Direction, Digital/Print Collateral, Retail Creative, Production, Retouching, Post-production Supervision

Director + Photographer: Kayla Rocca
Prop Stylist: Suzanne Campos
Hair: Ian Russell
Makeup: Kevin Truong, Amy Harper
Writer: Carla La Marca
Art Direction & Design: Felicity Jung