Arcade were super excited to be briefed by Benefit to create key visuals and animations for the launch of Benefit’s new BADgal Bounce mascara. The goal was to show a new kind of volume for lashes that feels big bouncy and full of life.
They were asked to build an inflated CGI world that brings bounce and volume to life through 3D animation. They used bouncy inflatable shapes as a visual metaphor to introduce a new category of mascara. The product attributes they focused on were full fluffy and lifted.
Arcade took Benefit’s existing brand shapes and made them bouncy. Textures they used included fluffy, matte ,satin and metallic finishes all tied together with their bright signature colours. Arcade combined these 3D elements with model photography to show off the mascara’s payoff in a fresh bold way.
Creative Director – Jean-Pierre Le Roux, Sketches & Design - Arnu van der Westhuizen, 3d Design & Modelling - Hein Oosthuizen, Thabang Chuene, Fur & Texture- Michaela Claasen & Jean-Pierre Le Roux, Cgi/ Animation/ Simulation- Partners in Crime, Shading - Michaela Claasen, Cleo Hendricks, Jean-Pierre Le Roux, Lighting - Cleo Hendricks, Chris Lord, Jean-Pierre Le Roux, Compositing – Gui Felix, Senior Producer – Jenna-Lee Keys & Leigh Human.