For the Big & Define mascara campaign, we developed a concept centered on making a fierce statement through your eyes. We collaborated with Brazilian singer Karol Conká, rapper MC Carol, and funk artist MC Lay to showcase how a bold look can express your values. The campaign’s empowering tagline was “What defines you?”
In a playful twist with MC Carol, we created a viral challenge: "Blink first if you dare!" This fun campaign highlighted the power of her eyes and garnered over 60k likes and 35k shares organically. It became a standout case for Facebook Brazil, demonstrating how simple, targeted content can drive massive engagement.
Role: concept art director ✦ Year: 2016 ✦ Agency: Mutato