THE CHALLENGE
Consumers needed to see that a polished, complete beauty look was achievable fast—delivering inspiration that felt aspirational but was also immediately actionable, not aspirational to the point of being unattainable.

THE IMPACT
Led the creative direction and digital experience for 3 Minute Beauty, a series of chic, playful beauty vignettes showing consumers a complete look achievable in under three minutes. Content lived across site and social, combining editorial photography and animated GIFs.

Featuring Kendall Jenner, Joan Smalls, and Liu Wen. Photographer: John Midgley.