TO YOU AND BEYOND
Showing how Milani’s Highly Rated Anti-Gravity Mascara gives you truly out of this world lashes.
To You And Beyond
To You And Beyond
Milani approached Cult with a clear vision: to create a bold, social-first campaign for the launch of its Highly Rated Anti Gravity Mascara - one that would celebrate the diversity and beauty of its audience while showcasing a formula that delivers truly out-of-this-world lashes 👁️✨
TO YOU AND BEYOND
6.9M VIEWS ON TIKTOK - 250% REV UPLIFT - 132% SALES INCREASE AT TARGET -
6.9M VIEWS ON TIKTOK - 250% REV UPLIFT - 132% SALES INCREASE AT TARGET -
#ToYouAndBeyond was more than a product launch - it was a celebration of emerging voices in beauty. An inclusive cast of creators became the faces - and lashes - of the campaign, which came to life through disruptive social content and innovative AR filters, transforming the launch into a dynamic, community-driven experience.
I led the creative direction in close collaboration with Milani's team and Cult’s in-house producers and creatives, ensuring the campaign stayed true to its mission while pushing boundaries. Working with incredible talent - including Lo Harris, who has become a lifelong friend - made this project even more special.