Created during New York Fashion Week, this campaign documented ProLash's partnership with designer PatBO while expanding the brand's content library through editorial lifestyle imagery across New York City. The objective was twofold: capture the excitement and credibility of the backstage experience during the runway show, then transition into lifestyle content that demonstrated how seamlessly ProLash fits into everyday routines.

The first portion of the production took place backstage at the PatBO runway show, where ProLash served as the official lash sponsor. Photography and video documented the application process as lash artists prepared every model for the runway, capturing authentic behind-the-scenes moments, beauty details, and the fast-paced atmosphere unique to Fashion Week. The campaign also featured one of the brand's recurring creators, providing additional lifestyle and beauty content that complemented the backstage coverage.

Following the runway preparations, the production moved through the streets of Chelsea and SoHo to create lifestyle imagery that extended the campaign beyond Fashion Week. The creative concept centered on versatility showing that ProLash could be effortlessly incorporated into everyday life. The imagery followed the brand's established aesthetic while placing it within the energy of New York City. Scenes included strolling through SoHo, relaxing in neighborhood parks, grabbing matcha, and riding Citi Bikes, reinforcing the idea that the lashes could be applied quickly and worn confidently wherever the day takes you. The result was a collection of aspirational yet approachable content designed for social media and digital marketing.

Photography and video were developed together to create a cohesive campaign across multiple platforms. The visual language shifted naturally from the documentary feel of backstage coverage to a polished yet effortless lifestyle aesthetic, giving the brand a diverse content library while maintaining a consistent identity.

Deliverables included:

• 60 final edited images

• 8 video assets

• Full-day production

• Creative direction

• Casting of three models

• Studio production and lighting design

• Product and lifestyle photography

• Texture and application video content

The final campaign successfully combined commercial product storytelling with a bright, lifestyle-driven aesthetic that reflected the warmth, energy, and optimism at the heart of the Brazil Edition brand.

• 40 final edited images

• 3 short-form video assets

• Backstage coverage

• Editorial lifestyle photography

• Beauty photography

• Content for web and social mediaDescripción del elemento