TLOU x Mehron Makeup Ad Campaign
Overview
Mehron Makeup has led the way with innovation and quality since 1927. The company was founded by Mehron Malik in New York City as a cosmetics brand for Broadway. Malik strategically placed his company in the heart of New York City’s theater district to service his growing clientele. For over 95 years, Mehron has set its goal to develop and produce high-quality products for high-expression looks.
Solution
To show the range of creativity Mehron’s products have, the advertising campaign will highlight different “stages” of makeup and show off different looks from different artists. The visual design and copy will be inspired by HBO’s The Last of Us. Since it’s a show known for its use in practical effects, many aim to recreate looks from the show. This is an opportunity to gain traction with those who cosplay or those who like SFX makeup.
Out-of-Home
The out-of-home element is a storefront graphic. This focuses more on the kit itself and the results it can produce. The large scale of the design is meant to attract customers and fans of the show. The clever copy supports the graphics while persuading the target consumer.
Print Ads
Three full-page magazine ads were created for this campaign. Each advertises the product – a makeup/SFX kit – and the results of using said product. This was the first part of the campaign I worked on. I wanted to establish the creepy, serious tone of the show, but also have some fun, engaging copy that would interest consumers. These ads also introduce a competition that goes along with the purchase of the product. The contest is meant to persuade consumers to buy the makeup kit.
Spotify Ad
Each advertisement has very different tones from the other. With the Spotify ad, I wanted to create something a bit campier than the rest of the campaign. Since it’s just audio, it’s a bit difficult to portray the use and the success of the product. The solution was to utilize the script as a form of literal storytelling. Make the listener know what’s going on without seeing it. I wanted to show how effective the SFX kit can be without needing a visual.
Script
:00-:02 The Last of Us theme fades in
:02-:05 Ellie: Oh my god it’s an infected! (scared, panicked)
Joel: Get behind me! (Protective, panicked)
:05-:09 Infected: I’m not infected! It’s makeup, see? (Cautious)
:09-:12 Ellie: Whoaaa… How’d you do that? (Interested, excited)
:12-:14 Infected: With Mehron’s Pro SFX Kit! (Excited)
:14-:18 Ellie: Wow! What’s a May-ron? (Curious, confused)
Joel: Just keep walking… (Cautious, unsettled)
:18-:25 Outro: Buy the Pro SFX Kit now at mehron.com and post your infectious look with #TLOUxMehron for your chance to win a contagious makeover with the HBO hit series sfx artist Jeff Derushi. (Informational, excited but smooth) There’s no cure. There’s no vaccine. There’s Mehron. (Smooth, serious)
:25-:30 Music fades out
YouTube Ad
While the Spotify ad focused on audio, the YouTube ad focused on visuals. The main sound is the theme of the show and a line spoken at the end of the ad spot. With no words spoken throughout, I wanted to make the visuals as interesting as possible while still conveying the information I wanted. The copy style used throughout the campaign was utilized here in a way that made sense in the apocalypse setting where the show takes place.
Social Media Ads
Each social media post showcases the product and the results. Along with that, makeup artists who created looks are shown off. I thought this was a great opportunity to showcase how different people can create different looks. Another point was that consumers can be persuaded to buy the SFX kit if they see that people like them or those they look up to can achieve something amazing.
Email Campaign
There was a challenge with the email campaign, to cater to those who are regular customers of the Mehron Makeup brand. The first solution was to advertise that the consumer can buy each product from the SFX kit individually. While the ad campaign focuses on the kit overall, this email shows that it is possible to purchase the items on their own. The second solution was a step-by-step on how to enter the contest and what the prize consists of. It gives the subscribers more of an idea of what the contest is and how to enter.
GMT and UPI
In collaboration with HBO’s The Last of Us, Mehron Makeup presents an event lasting the week of the show’s finale. It’s an opportunity to share results on all socials and spread the work of both the show and Mehron Makeup.
Multiple broken and messed makeup mirrors would be set up in front of New World Stages in New York City. People can walk up to one of the mirrors, see their infected reflections, and send their looks to themselves. People will be encouraged to open the vanity drawers to reveal the products they can use to achieve their reflection. After they are finished with the reflection, a screen will fade in revealing a QR code to enter their information for a chance to win a limited edition mini replica of Joel’s backpack to use as a makeup bag. In addition, they will also be entered for a chance to win a free screening of the finale inside New World Stages.
This campaign was created for a class project, with no affiliation to Mehron Makeup or HBO’s The Last of Us. My work is not affiliated, associated, authorized, maintained, sponsored, endorsed by, or in any way officially connected with these copyright or trademark holders, Mehron Makeup and HBO’s The Last of Us.
