Wearing makeup isn’t just about how one portrays themselves to others – it can also be about the role it plays in one's alone time, from the therapeutic act of applying and taking time for yourself to the satisfaction of a completed look.
Having credited exercise to healing her depression, we cast fitness trainer Massy Arias, whose story perfectly illustrates the importance of “me time” in a woman’s life and embodies our campaign message of encouraging women to take back their time, needs and space in a culture that assumes she must justify taking a moment for herself.
Drawing a parallel to Massy’s workout, we championed the application of mascara as a small yet equally meditative activity–requiring immense concentration and repetition.
Director: Matt Lambert