EYES TO KILL CAMPAIGN

Client : ARMANI BEAUTY

Armani beauty + Megan Fox is a full 360 digital campaign that leveraged key
social media and viral videos to maximize engagement for the brand and
its various channels.

THE CHALLENGE
To properly create buzz around this new brand launch, Armani Beauty was looking to integrate a complete campaign that included
social media, viral videos and an online experience and in store display that would tie in all the various components related to
the brand’s focus.

THE SOLUTION
By creating a fully integrated campaign and strategy, customers were able to interface with the brand in various formats and participate via user generated content.

THE STORY

RESEARCH AND DISCOVERY

The eyes are windows into the soul. They open portals into a person's being. One can say that accentuating the eyes, one can tap into  the basic instincts that draw one person into another. The origins of 'Mascara' comes from the Italian word 'maschera' or 'mask'.

The concept for the 'Eyes to Kill' campaign was to reinforce these notions of attraction, seduction, reveal and blindness. By applying mascara, one can say that they are applying the 'mask' of seduction. The paradoxical play between seeing and drawing someone in with your eyes was the main thrust of the campaign Art Direction and elements. 

Moodboards were created to help define the various Design elements. 

Researching the overall digital landscape and ecosystem of the brand was integral to the process before
any design process was implemented. 

DESIGN AND PROTOTYPING

The web mini-site was situated within the larger Armani Beauty website and integrated with their other channels to help
increase visibility for the campaign and drive commerce.

Key trailer teaser storyboards were generated to provide a sense of movement in the video assets.

Making of videos were implemented alongside campaign elements to showcase BTS footage.

Videos were wrappered into various promos in a revealing way to help drive engagement.

Beauty Tips were a major section incorporated into the Design to help generate recurring engagement with the various media channels.

Offlline retail Installations that showcased the product also helped reinforce interaction with the Brand and Campaign.

Key Social Platforms were used as a drivers for promos, updates and Viral video content.

Viral Videos were generated and implemented across the Armani Beauty Youtube channel.

USER TESTING AND VALIDATION

Different promos were tested, Social and Viral Videos were catered to user interactions and media strategies reconfigured
to maximize continual engagement across all channels.