Transforming a mascara launch into a movement that celebrated everyday people as stars. We designed five integrated activations that brought L’Oréal Paris “Big Deal” message to life across the Nordics. In Stockholm’s busiest square, we replaced celebrity projections with real people, giving them professional makeovers and transforming them into billboard stars. Combined with 3D installations, wild postings, exclusive POS experiences, and influencer seeding, we created a 360 degree campaign that made everyone feel like the star they already are. By making everyday people the heroes of the campaign, we proved that authentic beauty marketing celebrates the extraordinary in everyone; turning a product launch into a cultural moment.