ABOUT

When L'Oréal approached Hare Meets Tortoise looking for pack-shots with edge to launch their new Miss Punky mascara range we decided to take an innovative new approach to their social-media output.

Deciding against the usual generic product pack-shots we’re all used to (and bored of!), we took inspiration from punk itself – and did things our own way! We trawled through the markets and thrift shops of London – east and west – to find that raw punk aesthetic. Customising headphones, metallic skulls and neon guitars we gave the range an eye-grabbing dose of attitude. We also know that launching a new product requires some imagination to stamp an original identity on an already difficult market. So we customised the Miss Punky range into its own punk band – introducing – the Punk Pistols!

At HMT we know that social content has as much impact as a press ad, but we were still exceptionally proud to hear that the social content broke the brand's engagement record with over 3,000+ interactions on one image.