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Benefit REALvolution

designs for a multimedia experiential campaign

Benefit Cosmetics believes that laughter is the best cosmetic. For the September 2013 New York Fashion Week, they staged a series of tongue-in-cheek protests and events around the city to promote They’re Real mascara.

fig. 2–5

“Rollerbabes” appeared throughout the city carrying protest posters. The posters were also wheatpasted around the city, displayed at industry events and seen in E! TV Fashion Week programming.

I worked directly with the Benefit team to design the poster series and provide the overall art direction for supporting printed & digital materials.

fig. 6–9

The design concept was the assets should feel pretty, feminine and tongue-in-cheek while borrowing from the visual language of propaganda / protest posters.

fig. 10

The system extended to Benefit’s online branding, including social assets and downloadable desktop patterns.

what

  • Materials for multimedia campaign events.
  • Poster series.
  • Digital illustration.

my role

Art Director / Designer

freelance contract

launched

Summer 2013

client

Benefit Cosmetics