If you want maximum gentleness and performance for your eyes, you shouldn’t settle where ordinary mascaras do. You need to aim higher, towards a level beyond comparison: the absolute. This insight inspired the campaign for Bionike’s new Defence Color Absolute mascara, designed to ensure maximum tolerance even for the most sensitive eyes.
The creativity takes us into a delicate and ethereal world, where the protagonist seeks something exceptional for her gaze: a mascara that combines volume, length, and curl with a cutting-edge formula. The commercial was shot at the iconic Muralla Roja, a famous postmodern building by architect Ricardo Bofill. This structure, made up of a maze of tone-on-tone staircases, creates a unique labyrinth-like effect and serves as a metaphor for the world of cosmetics, where consumers seek the best but risk being overwhelmed by a crowded market.
The campaign’s tagline, “For your gaze, the absolute,” is an invitation to raise makeup expectations. Never settle, always seek the best in terms of gentleness and performance choosing the product that best combines these two aspects.
The creativity takes us into a delicate and ethereal world, where the protagonist seeks something exceptional for her gaze: a mascara that combines volume, length, and curl with a cutting-edge formula. The commercial was shot at the iconic Muralla Roja, a famous postmodern building by architect Ricardo Bofill. This structure, made up of a maze of tone-on-tone staircases, creates a unique labyrinth-like effect and serves as a metaphor for the world of cosmetics, where consumers seek the best but risk being overwhelmed by a crowded market.
The campaign’s tagline, “For your gaze, the absolute,” is an invitation to raise makeup expectations. Never settle, always seek the best in terms of gentleness and performance choosing the product that best combines these two aspects.
Year
2024
