Problem

Amazing Lash Studio had long been a category leader in lash extensions, but their existing brand voice was beginning to feel a little too polished. As the beauty space became more saturated and creators continued redefining what aspirational looks and feels like, the brand needed a refresh.

Approach

I developed a creative treatment that reimagined Amazing Lash Studio’s aesthetic from the ground up. The brand video leaned into a white backdrop and natural light, letting our talent simply be in that carefree moment when you’re feeling yourself, and not performing for anyone. This marked a deliberate move away from the high-glam look they used for years.

To complement the hero film, we concepted a series of paid social videos built around the “Get Ready With Me” trend, each one directed across a mix of studio setups, my own driveway, and remotely with content creators.

Result

After winning the triple-bid process, we brought the full vision to life, executing both the polished brand video and the scrappier, platform-native social series. The new direction was met with enthusiasm across internal stakeholders and target audiences alike. It not only modernized the brand’s look and feel but helped drive measurable lift in brand awareness and consideration.