IMAAN HAMMAM & GRACE ELIZABETH IN

Made to Dare

To push Estée Lauder toward the daring edge of luxury, a digital-first 360 campaign was developed that built desire through immersive storytelling, tactile product iconography, and provocative textures. The campaign was designed to unfold across social and digital touchpoints—maintaining a cohesive narrative while allowing each chapter to evolve with the product.

Two noir-inspired hero films told the story in dual acts: Shine’s voyeuristic perspective at launch, followed by Matte’s opposing lens in fall. Together, they created a provocative cat-and-mouse narrative that heightened intrigue and tension.