These are spec ads for L'ORÉAL's Voluminous® Butterfly Intenza™ Mascara. Beautiful and bold.
Speculation
Spring 2015
These ads speak directly to the heart of why mascara exists in the first place. The eyes convey attitude, emotions and intentions. This importance on the eye in non-verbal communications, means that eyes have a large role in to play in perception. Big and bold eye lashes draw attention to the eye even more.
I chose to write a headline that reflects this in the fewest words possible. "Eyes Matter" fits this perfectly. The images focus' directly on the importance of the eye in each of these ads, and makes the connection with the product without much copy needed.
The images are stock with retouching, and I personally shot the products in my studio.
Photography, Photo retouching, Photoshop, InDesign