ILIA BEAUTY
Thru Line Waterproof Eyeliner
ILIA BEAUTY THRU LINE WATERPROOF EYELINER - SOCIAL MEDIA CAMPAIGN
ILIA Beauty launched their Thru Line waterproof eyeliner, and we worked closely with their team to expand a concept built around an art studio. The brief was to bring the campaign to life in a way that felt natural alongside their existing content. The scene: a rain-streaked window looking out onto a garden, with ILIA’s campaign emblem drawn across the glass. From set design and prop building through to the shoot, everything was created to sit seamlessly alongside the rest of their live campaign.
SET DESIGN AND CUSTOM PROPS
It started with the window. We had it made locally with local craftsmen, then painted it ourselves. In our home studio, we built and painted a studio desk from scratch and styled the space around it with prints, textures and textiles pinned to the wall.
We printed out brand images from ILIA’s photoshoot to create a moodboard feel, and scattered pencils and eyeliners across the desk as if an artist had just stepped away. A cohesive color palette ran through everything, with warm, soft tones across the window, the wall, the desk and the props, so every shot feels like it belongs to the same world. Next, we needed to light it.
LIGHTING, CREATIVE DIRECTING &
SHOOTING THE PROJECT
With the set built, we went for really soft lighting to make it look like the sun was coming out after the rain had stopped. We wanted the window to feel calm and glowing, with the light catching the raindrops on the glass. We also added a little breeze coming through the set, so it felt as though the rain had just blown past and the day was clearing.
THE FINAL RESULT: HOW THE PROJECT
TURNED OUT IN EDIT
The final result came out beautifully. The soft light, the rain on the window and the hand-drawn emblem come together to create a quiet, creative world that feels true to the Thru Line launch. The colour grading choices we made matched that soft comfortable feel we were creating with the creative direction. It fit in so well with ILIA’s wider campaign, and we’re really proud of how the set, props and lighting worked together on screen. Here are a few of our favorite frames from the final video.