Thrive Causemetics
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Thrive Causemetics needed a higher-funnel brand campaign that could build recognition while also driving conversion for two of its best-sellers: the Liquid Lash Extensions Mascara (LLE) and the Brilliant Eye Brightener (BEB). In a crowded beauty market, the goal was to create polished, inclusive storytelling that showcased the transformative benefits of these hero products while positioning Thrive as a women-first brand. The campaign had to spark awareness at the top of the funnel while setting the stage for measurable conversion through ongoing performance marketing.
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Partnered with Thrive’s team in early development to shape the campaign concept and strategy
Wrote the voiceover copy that tied together brand storytelling and product benefits
Directed creative throughout the production, guiding performance, visuals, and brand alignment on set
Collaborated with casting to ensure authentic representation across ages, backgrounds, and demographics
Oversaw edits to balance aspirational beauty storytelling with clear product focus for awareness and conversion
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We built the campaign around transformation — both in terms of the product benefits and the women using them. To bring this to life, we cast a diverse group of women across ages, backgrounds, and demographics, ensuring the creative reflected Thrive’s commitment to inclusivity.
The production highlighted the before-and-after impact of the Liquid Lash Extensions Mascara and the Brilliant Eye Brightener, with clean beauty visuals designed to showcase their transformative properties. Voiceover copy tied the visuals together, celebrating confidence, empowerment, and authenticity.
The creative balance was intentional: aspirational beauty storytelling to spark brand recognition at the top of the funnel, paired with clear product messaging to set the stage for conversion.
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The campaign delivered a suite of polished brand ads that positioned Thrive Causemetics as both an innovator in beauty and a women-first brand. The diverse casting and transformational visuals amplified inclusivity and authenticity, while the voiceover copy reinforced clear product benefits.
At the higher funnel, the ads increased brand recognition and established Thrive’s hero products — the Liquid Lash Extensions Mascara and Brilliant Eye Brightener — as transformative essentials. By pairing aspirational storytelling with strong product messaging, the creative also laid the foundation for conversion in lower-funnel campaigns, giving Thrive a versatile toolkit for both awareness and performance marketing.
Project Highlights
Created a higher-funnel brand campaign that built awareness while driving product interest
Showcased two hero products — Liquid Lash Extensions Mascara and Brilliant Eye Brightener
Cast and directed a diverse group of women to embody Thrive’s inclusive mission
Balanced aspirational beauty storytelling with clear product messaging for conversion
Delivered a polished multi-spot campaign reinforcing Thrive as a women-first beauty brand