Cloud Paint Plush Blush evokes freedom of self-expression, delivering a natural, seamless flush that feels as light as air, and as playful as a cloud.

Role: Creative Direction, Art Direction

Organic social – ASMR

The product lends itself well to textural exploration, as well as the accompanying dual ended brush, with its audible, oddly satisfying click and bouncy silicone nub. We commisioned content from an ASMR creator that cut through the blush launch noise.

In the Clouds Pop Up

Pop up design was led by the experiential team, integrating the campaign messaging + concept driven by art direction. The team created In the Clouds, a playful, blow up build-out inspired by the texture of the product.

Campaign visual assets lived among the bouncy walls,  alongside a dedicated selfie pod, as well as plenty of sampling opportunities – both of product and of cotton candy (again inspired by Cloud Paint Plush Blush look and feel.

VM + Experiential Leads – Kendall Latham, Lara Copescu

Team
On-figure photographers – Anna & Maria Ritsch 
Still life photographer – Sergiy Barchuk
Prop and set – Mat Cullen
MUA – Janessa Paré
Associate Creative Director – Isioma Iyamah
Senior Art Director – Shelby Rodriguez
Contract Image Director – Martha Zakarya
Production – Counsel, Aaron Kurlander, Lizzy Freedman