For the launch of NYX Professional Makeup’s Buttermelt Blush, we turned the product’s defining quality - buttery, blendable texture - into a playful, culture-led campaign that lived both online and in the real world.
Working from existing DMI assets, we edited and animated the visuals for OOH placements, exaggerating the product’s “spreadable” softness through bold, butter-inspired motion.
To extend the idea beyond screens, we brought the concept
into physical space with a giant toaster installation and live
brand activation in Clapham Common, transforming the campaign into an interactive public moment.
Buttermelt Blush is built around texture - soft, smooth and effortlessly blendable. The challenge was to translate that tactile quality into visual storytelling that would stand out across OOH and social environments.
The work needed to feel unmistakably NYX:
playful, bold and culturally tuned-in, while still communicating the product’s performance credentials clearly and instantly.
“Butter” is more than a descriptor - it’s a visual idea.
The language around Buttermelt already suggests softness, spreadability and indulgence. By leaning fully into that metaphor, we could turn product texture into a playful visual world - where blush behaves like butter, and colour feels smooth, rich and effortlessly blendable.
We amplified the “buttery” concept across both digital and physical environments.
DMI campaign assets were reworked and animated for OOH, exaggerating the product’s texture through fluid motion and spreadable transitions. To bring the idea into the real world, we designed and produced a giant toaster installation in Clapham Common - an experiential activation complete with branded cookies, spin-to-win giveaways and product sampling.
The result was a campaign that blended scale
and product storytelling to create a memorable
brand moment.
The campaign combined animated OOH assets with a large-scale public activation, extending the Buttermelt concept from screen to street.
• Campaign creative adaptation and animation
• OOH artwork and rollout assets
• Experiential concept and event production
• Large-scale installation design and fabrication
• Public activation and brand engagement
• Graphic design and post-production
