cry, baby
GLOSSIER • STUDENT WORK
Denver Ad School
Art Director/Illustrator: Nikeia McMillon
Copywriter: Nikeia McMillon
Crying doesn’t mean you’re weak, it just means you’re not hiding who you are anymore. With Glossier’s water-resistant products, you don’t have to worry about spoiling your look when expressing your emotions. So go ahead and let it all out - if you want.
wear your heart on your lashes
In a world that often tells us to hide our emotions, Glossier celebrates the strength in vulnerability, recognizing that crying is a powerful expression, not a sign of weakness. This campaign encourages individuals to embrace their emotions–fearlessly with Glossier’s waterproof mascara.
crying doesn't smudge
your mascara,
it enhances your story
The absence of product placement reinforces the authenticity of the campaign, allowing viewers to focus on the emotional narrative rather than the product itself. This approach helps Glossier connect on a deeper level, showcasing their commitment to celebrating personal expression and reinforcing the idea that expressing emotions is a beautiful part of being human.
BRAND
ACTIVATIONS
Glossier launches an eye shadow collection curated to match your every emotion.
Get ready to express, enhance, and embrace your feelings with a spectrum of shades that resonate with the depth of human emotion.
palette of emotions
grwm
Leveraging the power of authenticity and vulnerability Glossier collaborates with beauty influencers to create a GRWM (Get Ready With Me) video featuring Glossier eye shadows and mascara, showcasing their staying power even during emotional moments.The video aims to connect with the audience on a deeper level, promoting the idea that beauty isn't just about appearances but embracing genuine emotions.