![](https://cdn.myportfolio.com/13c2677c-db7b-470c-adfc-7ec3bbf9d3e2/40fdfa5f-8c23-4046-b355-f4a5069ecdc3_rw_1920.jpg?h=1e9311f11bdbec03cf1d56b2083c0e92)
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?”
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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.
![](https://cdn.myportfolio.com/13c2677c-db7b-470c-adfc-7ec3bbf9d3e2/be3308e0-d6ef-489c-80a4-e9bc276f593c_rw_1920.png?h=c951d3a133b54d7614a912fd11608e27)
Role: concept art director ✦ Year: 2016 ✦ Agency: Mutato