Clinique's Beyond Perfecting Concealer's benefits are numerous...

But the key to concealer is that it's a secret: if it's working, you shouldn't be able to tell you're wearing it. The shade should match exactly and the coverage should stay in place. So we played into this by showing real women in a variety of situations (and skin tones) that require their concealer to work for the long haul. Their secret? Beyond Perfecting Concealer. An entrepreneur, a mom of two and a big city fashion editor.

We also created short looping videos for social that could be pushed out after the hero assets for a better glimpse at the application stories. The dimensions of these videos were made specifically for the Instagram environment, where thumb=stopping power is key.