For the Double Wear Foundation campaign, the strategy was clear: show (not just tell) why this formula is iconic. Focusing on “kitchen demo” and “torture test” videos to bring the product’s 24-hour wear, transfer resistance, and sweat-proof performance to life in a way that felt modern and entertaining. I oversaw creative that emphasized the performance of the product. From water sprays and fabric swipes to “no crack” simulations, each demo was designed to stress-test the formula while keeping the visuals clean, elevated, and on-brand. These moments were paired with close-up beauty shots to reinforce the foundation’s natural finish and shade accuracy across skin tones. This campaign leaned into proof-first storytelling across video and photo, turning performance into persuasion and reaffirming Double Wear’s legacy.