ABOUT

The brief: Communicate the intense lash look you can get from Max Factor’s new premium mascara - Excess Volume.

The idea: Nothing she does is ordinary. Everything is excessive, right down to her lash look.

The execution: The mascara’s jet-black finish, glossiness, richness and intense look is
interpreted as a sleek back panther in this striking campaign. Candace Swanepoel features, living a life of luxury and excess alongside her pet panther and best accessory. The digital film (a longer cut of the TV) used additionally CCTV style treated footage to invite viewers to enter the word of excess on the Max Factor main site.

TV / Digital Film / Website / Banners / Facebook Posts