Milk Makeup collaborated with newly launched men’s grooming site, Very Good Light, to create a video piece that explores gender, individuality and self-expression. From the beginning Milk Makeup’s products were developed and created for all genders and the newly launched Blur Stick, a colorless pore blurring primer, was a perfect example of this intention.

The campaign entailed photo and video content to be released on Milk Makeup and Very Good Light’s websites and social media as well as interviews and a story on VGL’s platform.

The campaign launched with press in 10+ publications and a feature on Refinery29’s channel in the Snapchat Discover Feed. Ultimately garnering over 50 million impressions across digital outlets and 100,00+ organic views on Youtube. The campaign garnered an Earned Media Value of over 2x the production costs and won a Refinery29 2015 Beauty Innovator Award

In this project, I functioned as the internal creative project manager, managing the creative development and liason-ing between the creative and marketing departments to communicate the project objective, output and timeline. As this was a project initiated from the Creative Department, I was also responsible for finding money with the global budget to make the project happen. I created the budget, schedule and managed logistics for the overall production while functioning as the line producer, on-set producer/AD and post-producer for the video content and managed an additional photo producer to oversee the portrait shoot.

Press:
Very Good Light
Glamour
Refinery29
Allure
NYLON
Bustle
High Snobiety
OUT
Femestella
Brit+Co
Mic
Byrdie
Strut
Yahoo
Fashion Network