CLIENT Sephora
PROJECT Kat Von D Beauty Launch in Spain
The first-ever face projection mapping performance showcased at a live event. Projected visual effects and digital makeup transformed the face of celebrity tattoo artist Kat Von D before a crowded audience.
CHALLENGE
Kat Von D Beauty was landing in Spain, setting the ground for the rest of Europe. Sephora asked us to create the best launch in the country’s history, placing the brand at the top of the beauty market while reinforcing Sephora’s position as the trendsetter and the authority of the makeup world. Not an easy task as Kat Von D and the Kat Von D Beauty brand were mostly only known in the US.
SOLUTION
We needed to call the attention of a young and rebel new target audience so we decided to focus on makeup, artistry and innovation to create a bespoke performance for the insatiable experience gatherers.
We designed a campaign to activate the tattoo artist fan base in Spain, and boost awareness around Kat Von D Beauty: Influencers, unboxings, social contests and other pieces were part of the master plan. When the attention was at it's peak we released a behind-the-scenes teaser with exclusive content to invite fans and boost curiosity.
The event blended digital makeup, design, artistry, a string quartet, and technology in a live face mapping performance, representing Kat Von D´s process of artistic creation.
A visually striking journey that resonated with Kat’s bold imagery and Sephora´s DNA, generating a stream of online videos, not only inside, but also streamed in real-time through Periscope, reaching thousands more. Everyone in the audience just couldn't believe their eyes.
MAKING OF TEASER VIDEO RELEASED PRIOR TO THE LAUNCH
FULL LENGTH LIVE FACE MAPPING