L'Oréal

SCOPE

Industry

Beauty

FOOH (Fake out of Home)

Client

The L’Oréal Paris Voluminous Panorama Waterproof Mascara FOOH Campaign aimed to emphasize the mascara’s transformative power by integrating it seamlessly with Petronas Twin Towers in Malaysia and Gardens by the Bay’s Supertree in Singapore. The campaign highlighted the mascara’s unique ability to create dramatic, lasting impact, symbolized through the visual transformation of these architectural marvels.
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The key message centered on the mascara’s ability to elevate beauty to iconic levels, aligning with L’Oréal’s brand identity and captivating the target audience with bold, memorable visuals.

OVERVIEW

Voluminous Panorama Mascara - "You're Worth It"

IDEA & CONCEPTS

The creative concept revolved around the transformative power of the mascara, illustrated through its seamless integration with the landmarks. The video began with the mascara rising and morphing into the Petronas Twin Towers, symbolizing strength and elegance, before transitioning into the organic and futuristic design of the Gardens by the Bay Supertree. A luxurious pink lighting effectenhanced the premium feel of the campaign, emphasizing the product’s sophistication. The dynamic morphing process was captured through detailed storyboarding, ensuring visually stunning and cohesive transitions.

Landmark Integration

The team captured high-definition footage of the Petronas Twin Towers and Gardens by the Bay Supertree, which was then integrated with CGI. The seamless morphing effect was achieved using advanced video tracking, rotoscoping, and lighting effects.

PLAYBLAST

MODEL

PLAYBLAST

UNEDITED

WIREFRAME

PRODUCT WIREFRAME

ANIMATION

product modelling & animation

The mascara was meticulously modeled to match its real-life design. Animations highlighted its sleek form and transformative qualities, including rising vertically like the Twin Towers and branching out organically like the Supertree.

LIGHTING & COMPOSITION

A luxurious black-and-gold color palette was applied to the lighting and compositing, blending the product with the landmarks while maintaining the premium aesthetic. Subtle glows and reflections emphasized the elegance and high impact of the campaign visuals.

Conclusion

The L’Oréal Paris Voluminous Panorama Mascara FOOH campaign successfully captured the audience’s attention by transforming iconic landmarks into dynamic visual experiences. By leveraging advanced CGI and meticulous planning, we created a campaign that not only highlighted the product’s unique attributes but also resonated with viewers across Malaysia and Singapore. This project underscores the effectiveness of FOOH campaigns in creating memorable brand experiences that engage and captivate audiences.