THE DIGITAL ICON
ENTERS THE REAL WORLD

The challenge? To translate a momentous step for the brand into a campaign that engages and excites the community. The solution? Turning absence into anticipation, and anticipation into emotion.

Our approach started with a question: what happens when a digital-native brand decides to leave the screen? We built a multi-phase campaign that plays with mystery, tension, and the power of reveal, culminating in a real-life experience that brings the brand closer to its fans.

We created a sense of disappearance across social touchpoints: “Where did ClioMakeUp go?” Through a series of teasers, we amplified the community’s curiosity. The final reveal, a video of Clio herself crossing through the screen into Douglas stores, turned a retail debut into a powerful emotional moment.

We extended the experience to the streets of Italy with a DOOH strategy that brought the message into the physical world, making the reveal impossible to ignore.

 We developed a 360° launch ecosystem:
- Teaser content to generate hype and speculation
- A reveal video that brought the campaign’s concept to life
- DOOH activations to spread the message in major cities
- Ongoing social storytelling to continue the conversation, with a tone of voice authentic to Clio and her community