Urban Decay renewed their campaign for their best selling mascara "Perversion Mascara". The brief was to concept and create new model photography that will be used across digital, magazine ad's and visual merchandising. The aim is to be at the forefront of trends whilst delivering the brands daredevil personality with a high end aesthetic.
I was involved in all concept stages of the photography. I then lead the development of the styling of the set, lighting, colour palette, make-up, hair and composition. With the tagline "Bigger, Blacker, Badder lashes" already pushing boundaries I felt the imagary needed to compliment this in a subtle, sexy and beautiful way. My idea was to drive your eyes straight to the models eyes, whist being bold beautiful and a hint to the title "perversion".
My focus was always to create conceptual photography that creates brand awareness and to really sell the brands daredevil personality as well as selling the product and it's benefits.
@ Urban Decay