FENTY BEAUTY: HELLA THIC

 

ROLE:
CREATIVE DIRECTOR
 

AGENCY:
MATTE PROJECTS

 

SUMMARY:

WHEN FENTY BEAUTY DECIDED TO LAUNCH THEIR LATEST MASCARA, "HELLA THICC," THEY TURNED TO MATTE PROJECTS FOR THEIR INNOVATIVE APPROACH TO CREATIVE CONTENT PRODUCTION. MATTE WAS TASKED WITH IDEATING A LAUNCH STRATEGY THAT WOULD EMBODY THE BOLD AND CONFIDENT ATTITUDE OF THE PRODUCT. 

​​

THE RESULTING PRODUCT FILM WAS A STUNNING VISUAL REPRESENTATION OF "HELLA THICC." WITH HYPNOTIZING AND REPETITIVE VISUALS SCORED AGAINST RHIANA'S PORTRAIT, THE FILM PERFECTLY CAPTURES THE ESSENCE OF THE PRODUCT AND SHOWCASES IT'S BOLD AND FEARLESS ATTITUDE.