Student Group Project: Michelle Resendiz (Art Director/Photographer), Nancy Calderon (Designer/Photographer), Monica Reeves (Creative Team/Photographer)
Ilmakiage is a beauty brand that has an ideology that is all about maximalism and embracing your high-maintenance tendencies. And with a robust and modern product arsenal (Il Makiage offers 50 shades of foundation—10 more than Rihanna’s Fenty Beauty), Il Makiage is providing consumers with the tools to do so. Their launch campaign focused on embracing Il Makiage’s maximalist identity. Billboards featuring women in dramatic beauty looks—a striking rep lip, or shimmering green eyeshadow—feature bold, sassy captions like “Who wants to be low maintenance anyway?”
PROBLEM: Create the follow-up campaign to Il Makiage’s “100% high maintenance” launch campaign.
SOLUTION: To embrace the maximalist identity, the concept is a fusion of culture identity and bold makeup. Each model are from different races and cultures wearing traditional headpieces and bold makeup. Anyone can be bold while still keeping their cultural identity. Background pattern is inspired from traditional clothing patterns.
DELIVERABLES: poster series, instagram posts, and popup banners
