Art Direction, Design & Animation for CoverGirl's Plumpify mascara campaign featuring Katy Perry, produced at UnioN.
Covergirl Katy Perry Plumpify
Art Direction, Design & Animation for CoverGirl's Plumpify mascara campaign featuring Katy Perry, produced at UnioN.
CoverGirl's Plumpify mascara campaign needed motion graphics that matched the energy of Katy Perry and the product's bold promise: extreme lash volume. The footage, shot entirely on white, needed to feel as dynamic and striking as the product itself.
CoverGirl's Plumpify mascara campaign needed motion graphics that matched the energy of Katy Perry and the product's bold promise: extreme lash volume. The footage, shot entirely on white, needed to feel as dynamic and striking as the product itself.
The core challenge: all footage was shot on a clean white background — standard for beauty, but limiting for impact. The solution was to invert the footage entirely, flipping white to black and making the product section command the frame the way a mascara ad should.
The inverted background gave the product sections a dramatic, graphic edge. Still images of the mascara were treated with motion and depth — transforming flat product shots into something closer to a graphic object in space, dynamic rather than decorative.
The core challenge: all footage was shot on a clean white background — standard for beauty, but limiting for impact. The solution was to invert the footage entirely, flipping white to black and making the product section command the frame the way a mascara ad should.
The inverted background gave the product sections a dramatic, graphic edge. Still images of the mascara were treated with motion and depth — transforming flat product shots into something closer to a graphic object in space, dynamic rather than decorative.
