HELLO HAPPY FOUNDATION LAUNCH

For the launch of Benefit’s Hello Happy foundation, the creative direction embraced the brand’s playful and rule-breaking spirit by transforming each foundation bottle into a unique character with its own personality. Through a series of animated films, these characters came to life with silly, mischievous, and cheeky personalities that reflected the individuality of each shade.

By shifting the perception of foundation from serious to approachable, the campaign created a lighthearted experience that encouraged customers to feel more comfortable exploring and expressing themselves through makeup. Pushing the boundaries of traditional beauty storytelling, the campaign leaned into unexpected humor and intentionally provocative moments, including a playful, over-the-top romance scene, to challenge category conventions while staying true to Benefit’s charm.