Bounce Mascara Launch for Benefit Cosmetics
The mascara category is one of the most crowded corners of the beauty industry, with thousands of SKUs competing for attention. Every launch makes a new claim—fuller, lifted, lengthened, curled, weightless—but for the consumer, those distinctions blur. The language begins to feel interchangeable, and it’s difficult to grasp what actually makes one mascara different from another. That’s the challenge BADgal Bounce faced: how to cut through the noise of a market where every promise sounds the same.
Our solution was to translate the product’s benefit into a clear, tangible visual language. Instead of relying on another set of beauty buzzwords, we built a bold CGI world where “bounce” is felt and seen. Inflated forms, buoyant textures, and kinetic motion give shape to the product’s unique claim, making the benefit instantly understandable on a visceral level. By fusing this animated universe with live photography, the campaign grounds fantasy in reality—showing both the science and the style of what BADgal Bounce delivers.
Role – Creative Lead
6.2 Million + Impressions
Hero Film
Three ownable illustrations
We collaborated with Arcade Studio to craft three striking 3D worlds—each a bold visual metaphor for Bounce’s scientifically proven power to deliver lashes that are fuller, fluffier, and lifted with dramatic impact. Plus, a custom logotype for the Bounce product.
Social
In the beauty world, getting feet into stores is as important as showing the correct product application technique. Our social videos garnerd 6.5 million impressions and counting.
Pop Up Experience
Benefit brought the launch of BADgal Bounce Mascara to life with immersive pop-ups in London and Los Angeles. The Bounce House offered photo ops, balloon installations, product try-ons, and giveaways, creating a joyful, social-forward experience that made the promise of “full, fluffy, lifted” lashes tangible.