STRATEGY
L’Oréal Paris wanted to break the typical “poolside beauty” clichés and prove that Big Deal Waterproof performs under extreme conditions. In a crowded market, the mission was to demonstrate product efficacy while creating high-impact storytelling that would truly capture attention.
We ditched the beach for an epic expedition to Baja California with top-tier creators. Partnering with Entre Azules, we documented them swimming with whale sharks and diving in breathtaking landscapes, all while wearing the mascara. This “live stress test” turned product efficacy into an aspirational, high-quality adventure.
A disruptive travel experience that generated massive organic content. By showcasing the mascara in extreme, real-world action, we proved its 100% waterproof power through premium visual narrative.
SAMY 2025
© DEFENSE OF CONSUMERS FOR CLAIMS
SAMY 2025 © DEFENSE OF CONSUMERS FOR CLAIMS
