BlakeShine

CONCEPT: I led the concept and design for Benefit Cosmetics’ global activation for the launch of their Fan Fest mascara—a modular, transportable experience destined for 40+ cities across the U.S. and Europe. The brief called for a psychedelic inspired environment that would translate the campaign’s trippy creative into a physical footprint while getting product directly into consumers’ hands. In response, I designed a mirrored inflatable structure that served as a one-room, walk-in spectacle. Guests stepped into a mirrored, fully immersive photo moment featuring AR motion graphics that created a playful, funhouse-like illusion. The filter options matched the product’s three key benefits—Fan Out, Amplify, and Multiply—turning the product story into an interactive visual experience.

Brand ambassadors greeted attendees outside, providing samples for immediate trial and ensuring the activation drove both engagement and conversion. The result was a highly shippable, high-impact experience that delivered Benefit’s bold campaign identity at scale across global markets.

Worked with MoonLab Productions from pitch to production,  overseeing the design team and ensuring the Benefit Fan Fest brand campaign was accurately upheld throughout the fabrication process.
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