For NYX Professional Makeup’s Brow Glue, we developed an end-to-end campaign built around the idea of a “brow wardrobe” - a playful way to showcase the versatility of the product and the many looks it can create.
The concept translated across both physical and digital environments, from a custom-designed 3D wardrobe installation that lived in-store to a full-scale video shoot designed for OOH and social. Through bold styling and wardrobe-inspired editing, the campaign framed brows as something you can switch up, style and own - just like your outfit.
Brow products often compete in a crowded category where messaging quickly becomes technical or repetitive.
The challenge was to showcase Brow Glue’s hold and versatility in a way that felt unmistakably NYX: bold, playful and culturally relevant. The campaign needed to communicate performance while still feeling entertaining and visually distinctive across retail, social and outdoor environments.
Brows are part of personal style - not just routine.
Just as people choose outfits to match their mood or look, brows can be styled in different ways to express personality. By treating brows like a wardrobe of looks, we could frame Brow Glue not just as a product, but as the tool that holds every style in place.
The “Brow Wardrobe” turned product functionality into a visual world.
We designed and built a custom 3D wardrobe installation that allowed different brow styles to be “selected” and explored in-store. The same concept carried through to a high-energy video shoot, using wardrobe-inspired transitions and styling changes to showcase the product across multiple looks.
By blending set design, styling and playful editing, the campaign brought Brow Glue’s versatility to life across OOH, social and retail environments.
The campaign spanned concept development, production and retail activation - bringing the Brow Wardrobe idea to life across multiple touchpoints.
Campaign strategy and creative concept
3D installation design and in-store build
Full-scale video and photography shoot
OOH and social campaign assets
Creative editing and post-production
Retail activation and brand experience
