Charlotte Tilbury – Plumpgasm
Where Pillow Talk gets hot under the collar.
What happens When an iconic product gets a pulse check?
Plumpgasm took Charlotte’s signature softness and drenched it in sweat, gym light, and maximal energy. We built a visual world that felt hyper-real, unapologetically powerful, and dripping with product promise — all while staying unmistakably Tilbury.
Role: Head of Creative (in-house)
Format: Music video, social content, product storytelling
Tools: Midjourney AI, TikTok sound strategy, founder scripting
Deliverables: global campaign toolkit incl. digital explosion large-scale OOH and physical touchpoints
Result: New product aesthetic for the brand + category attention grab
The world of plumpgasm
We created a high-gloss, high-impact visual language rooted in Y2K gym culture, VHS music videos, and sweaty glamour. It was softness with a sharp edge — still Pillow Talk, but post-pilates and ready to flirt.
AI Concept Development
We used Midjourney to design the initial campaign world — testing textures, tones, and settings before stepping on set. This was the brand’s first generative experiment — and it helped us visualise ambition before budget.
The SHOOT
Directed by Gordon von Steiner, the shoot leaned into performance, sweat, and attitude. I led art direction across styling, set, casting, and tone — shaping everything from gym-light gloss to application motion. The result? A music video worthy of Charlotte Tilbury hype.
“This is advertising done right 😂❤️”
“✨This is giving me life ✨ darling! Plump plump plump pout !!!! 💋🩷✨”
Social Storytelling
We built a TikTok-first strategy anchored in music and rhythm — every edit synced to a beat, every CTA tied to a feeling. From tutorial content to application ASMR, this was storytelling that hit fast and landed deep.
“Now that was a makeup advertisement 👏👏👏🫸🫷🫶🫦”
“This song has no right in going this hard 💃🏻”
“FINALLY I SEE THIS TREND BEING DONE CORRECTLYYYYYYY”
Results
New visual aesthetic for Charlotte Tilbury, One of the most distinctive to date
Category attention for product storytelling
High performance across social and paid formats
Editorial recognition for campaign direction
Extended life through organic creator interpretations and memeability