1
2
3
4
5
6
7
8
9
10
11
The assignment: Maybelline created a new eyeshadow palette to appeal to a young, trend-driven, experimental consumer. Boasting bright yellows and a flurry of shimmery pinks and oranges (plus a citrus scent to boot), the product was called “Lemonade Craze”. We were asked to create a digital campaign to support the launch and sustain interest.
The solve: With a name like “Lemonade Craze”, you’d have to be crazy (no pun intended) not to lean into it! Knowing the aim was to excite a consumer who is already well-versed in experimenting with color and creativity, I decided to take it one step further by enticing this audience to put their own spin on the product and the (endless) looks this 12-color palette can create. The overall campaign slogan elicits a fun question and ultimate personalization— “How do you take your Lemonade?”. From there, a series of super fun gifs, digital videos, inspiration pieces, and print ads were born. Fully leaning into the whimsy, we employed fun props and a graphic editing approach to make these pieces POP with impulse-driven excitement!
Print Advertisement
Print Advertisement
Color Extension - Soda Pop Collection