Influence Strategy
For Rabanne, we conceived Dramalips as a campaign built for impact. The challenge: to transform a lipstick launch into a cultural statement — visible, expressive, and instantly social. Here, each shade is not just a colour — it’s an attitude, a mood, a bolder, more dramatic, more self-assured version of oneself.
Turning the product into a trigger for expression
The idea was simple: make the product a catalyst for transformation. Through role-play mechanics, silent reactions, and shade rating, we built a creative territory where lipstick becomes performance. The product is shown, applied.
Transforming a product launch into a cultural statement
A social-first project
Designed for TikTok and Instagram, the campaign leverages native formats that are fast, direct, and highly memorable. Signature gestures, lip-focused shots, product close-ups, dynamic editing, and repetition of shades: everything was crafted to establish a strong and instantly recognisable visual language. The goal wasn’t just to showcase Dramalips, but to give it a true social presence.
A freer, more assertive vision of beauty
The result: a beauty campaign that is bolder, more playful, more performative. A project that reflects what Rabanne does best — turning a product into an attitude, and a message into a statement. With Dramalips, we didn’t just tell a makeup story; we staged a new way of wearing colour — freer, more expressive, and more unapologetic.
