BE BOLD WITH BEAUTY
CLIENT: Shoppers Drug Mart
Makeup is a form of expression. And when it comes to being bold, we all have our own take on it. We wanted to inspire Canadians to discover their version of bold and empower them to be fearless—
to Be Bold with Beauty.
art direction / design
Bold has many faces. We hosted an open casting call and invited all Canadians to show us their bold. We captured moving portraits of as many people as we could get to create a docu-style film that inspires women and men to show off their idea of bold. And then opened up the challenge to Shoppers' social following with the call to action to share #mybold.
We carried the challenge in stores and online with a beauty tool that shoppers can explore over a dozen bold beauty looks of the season.