When London went Pitch Black.

Working closely with the client and media agency we strategically placed Rimmel’s new Thrill Seeker ‘Pitch Black’ mascara around London and across social, ‘seeking’ to drive awareness and trial.

The approach was experimental, with the client on board to explore new and disruptive ways to showcase the product impactfully across social and IRL channels. Production-wise, we owned everything from the art-direction and concepting onwards. Deliverables included:

• Snap AR Lens Landmark Takeover at Tower Bridge - the first beauty brand to ever do it!

• Sampling activation - near Tower Bridge with pedicabs featuring a unique AI QR code

• Paid Social - An attention-grabbing CGI ad for social

• FOOH - Fake-Out-Of-Home ad for social

• Anamorphic - large format DOOH sites at Westfiled

• Innovative DOOH - A special D6 placement at Westfield that overlaid transparent video onto a live camera feed

• TFL Ribbons - across multiple sites

• Bus T-Sides and lenticulars - showing ‘before’ and ‘after’ results of the mascara

Role: Executive Producer (supporting and guiding a fab middleweight producer lead)

Agency: Tommy