In one swipe, everything shifts. BECCA’s new Light Shifter Brightening Concealer formula brightens, blurs and conceals with light, not heavy pigment. Through the campaign, we sought to shift consumer perception not only of how concealers should look, feel, or work but also through cultural ideology, shifting transparent diversity with gender, race and sexual neutrality, defining new parameters of acceptance.
awarenesS VIDEOS
paid social
digital education assets
influencer event
Personal Contribution: Creative Direction, Design & Video Direction, Event Design
Photographer / Director: Anairam
Creative Team: Jennifer Alfson, Alison Power, Emily Kemp