Case Study
For the Primetime Emmy Awards, Olay wanted to tap into red carpet beauty in a way that would last beyond a single night.
Red carpet content is inherently fleeting—quick, crowded, and optimized for coverage, not performance. It rarely shows the how behind the look, or connects the final result back to the product in a meaningful way. Olay needed content that could live longer, go deeper, and actually drive product consideration.
We shifted the focus from the red carpet moment to the creation behind it.
Inside a controlled cyc studio, we partnered with celebrity makeup artist Amy Nadine to develop a series of Emmy-inspired beauty looks using Olay’s Regenerist line. By removing the chaos of the event, we were able to highlight what actually matters—skin prep, product application, and the transformation that makes a look red carpet–ready.
Every piece was crafted for performance: lighting designed to enhance skin texture, framing that made the product feel tangible, and pacing optimized for social and CTV distribution.
The campaign turned a typically one-night trend into a library of high-performing content—extending the Emmys moment into something repeatable, searchable, and built for engagement. Instead of just capturing attention, the work created a deeper connection to the product—driving sustained views and stronger product interest across platforms.