For Plumpgasm, we gave Charlotte Tilbury’s signature softness a maximal, sweaty remix—amping up the energy, the gloss, and the glow. Directed by Gordon von Steiner, the shoot leaned into performance, sweat, and attitude.
A custom track created exclusively for this campaign transformed an advert into a full-on music video. I led the creative as Head of Creative, overseeing everything from the art direction to the campaign concept. From styling and set to casting and tone, I managed the full 360 campaign, taking it from initial idea to final delivery. The result? A music-video-worthy spectacle that dripped with product promise and unapologetic Tilbury hype.
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"This is advertising done right 😂❤️"
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“✨This is giving me life ✨ darling! Plump plump plump pout !!!! 💋🩷✨”
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"Now that was a makeup advertisement 👏👏👏🫸🫷🫶🫦"
To amplify the campaign's buzz and drive click-through, we launched a dynamic TikTok activation that blended high-energy choreography with Charlotte's signature flair. We collaborated with choreographer Sergio Reis, renowned for his work on Troye Sivan's "Rush" music video, to create a bespoke dance challenge that embodied the Plumpgasm spirit. Charlotte herself led the charge, tapping into trending sounds and formats, and engaging directly with the TikTok community to showcase the product's transformative power.
“This song has no right in going this hard 💃🏻”
“FINALLY I SEE THIS TREND BEING DONE CORRECTLYYYYYYY”
Crowning the campaign was an unforgettable April Fools' stunt: a video of Charlotte performing an intricate backflip routine. The unexpected display of acrobatics captivated audiences, blurring the lines between reality and performance, and reinforcing the campaign's bold, unapologetic energy.