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THE HUNGER GAMES + COVERGIRL

SHORTLISTED :: CLIO IMAGE (INTEGRATED CAMPAIGN, PARTNERSHIPS & SPONSORSHIPS)

How do you partner with a beloved franchise without disrupting the story's narrative and angering fans in the process? You do your homework on the fandom, and then create something meaningful that contributes to that fandom’s culture.  

We created the Capitol Beauty Studio, an immersive world inspired by the partnership between COVERGIRL and Lionsgate Films’ “The Hunger Games: Catching Fire." The Studio's creation resulted in a dramatic rise in makeup sales amidst a category-wide slump, and garnered beautiful new connections with influential young pop culture fanatics for COVERGIRL.