Launch new line of Primers by Smashbox for maximum impact in the Canadian market.

We created the What do your Prime for Canada? campaign to celebrate an inspiring array of Canada’s best and brightest female icons and trendsetters. We cast a diverse, talented group representing different worlds, ages, and ethnicities. Art directors designed multi-purpose sets to accommodate talent in various scenarios, and used minimal propping to highlight their specific passions. Captured before-and-after makeup comparisons, behind-the-scenes studio moments, and improvised fun using video and photography, and bold lighting. Created mesmerizing 3D animation for product shots. Mixed in design elements like filmstrips, in-house designed logos, and bold type treatments that dovetail perfectly with the iconic Smashbox brand. Edgy and fun, high-energy new product launch campaign introduced strong, confident women with different passions, speaking to their fave Smashbox Primer picks. Resulting engagement showed customers responded very well to this made-in-Canada launch campaign and its True North vibe.