SOCIAL CAMPAIGN
BADgalbang
by benefit cosmetics
The goal of this project was to make a social media campaign for a beauty brand that celebrates the women who create mascara. The campaign has three pictures and short, powerful messages that show the science, creativity, and smart thinking that women bring to beauty. It wants to show that women don’t just wear makeup, they make it.
The campaign has three main pictures. The first shows test tubes with a mascara in the middle, showing science and beauty together. The second shows a mascara with handwritten formulas around it, showing the creativity and thinking behind it. The third shows a woman chemist opening the mascara and it explodes, showing that when women make something, it has a big impact. Each picture has short, catchy text like "Beauty is chemistry. Women are the formula." and "When women create, the world goes BANG."
process
For this project, I worked with three models and took photos of them surrounded by scientific equipment. I dressed them in pink lab coats that I dyed myself and styled their hair to look wild and explosive. To create a smoky, experiment-like effect, I used two pounds of dry ice and placed large pieces into a mix of pink lemonade and Sprite. This helped make the photos feel more fun, dramatic, and like a real science experiment gone crazy.
