R29 & NARS POWERMOUTH
Like every good story, it starts somewhere you wouldn’t expect it to finish. We received an exciting brief from NARS around the big upcoming launch of Orgasm, a new make-up range. As the beauty industry is pretty saturated with the same old, I wanted to do something a bit different. Something with a more meaningful story. And a launch called Orgasm made this ripe for the picking.
I came up with an immersive art exhibition called 'The Big 'O''. For this exhibition, we would curate inspiring and provocative female artists and their artistic interpretation of female pleasure. The exhibition wasn't just to be photography and wall art, but numerous interactive mediums - a feast for the senses.
Here comes the twist: we had to redirect from the launch of the orgasm collection and move to the launch of a new lipstick line. So, the creative pivoted to "POWERMOUTH" where with the theme of the art was focused around female empowerment, drawing from the confidence and power from wearing a highly pigmented lipstick.
Still a great subject matter, and the whole concept flew.
Three day exhibition. Five artists. Six mediums. A sell out in 48 hours. Lots of press. An award. A success.
THE ARTISTS. THE ARTWORK
A key objective for me was to ensure that we used artists that worked in numerous different mediums to create a really immersive space that felt rich in experience.
From the phenomenal neons of Romily Alice, the striking and bold motion graphics of Natalie Stuyk, the empowering spoken word of Vanessa Kissuule, a fusion of sculpture and self portraits from Daantje Bons and the incredible vivid colours of Shae DeTar’s photography, we worked with each artist personally to curate the works from their collection that best represented empowerment (whatever that may mean to them) from their works. Below is a snapshot of the artwork we exhibited.
The Experience
Like every exhibition, the primary focus was the IRL experience. I wanted it to not only feel immersive, but have an element of fun and joy and, of course, discovery of these amazing female artists. However, a key objective for us was to amplify the exhibition, the messages, the art and NARS lip launch and we did this by creating picture perfect Instagram moments that allowed those who attended to capture their own content to share on their channels. Through the mirrored cube with Natalia Stuyk’s impactful graphical work projected, an installation that grew with audience participation sharing ‘power messages’, the play of changing daylight colours with the NARS palette, a make-up station next to a branded photo booth, graffiti and, of course, the incredible art itself. This was set to be an Instagram playground.
The Press.
The Launch Party.
What would a celebration of female empowerment and phenomenal female artists without a little party to kick it off? From Lilah Parsons, Angela Scanlon, Bee Beardsworth, Daisy Maybe and many many more, it was a party to see art and be seen at. Thanks to Diageo we drank themed cocktails and danced to some pretty sick tunes with Harriet Verney on decks.
The Award.
Oh, and we won a Digiday award for the best experiential activation. Not bad for my first foray into experiential creative work.