Birchbox knows its casual beauty consumer doesn't feel compelled by just seeing a bunch of cool beauty products in an ad. So for their new campaign, we portrayed life-driven moments of happy surprise as metaphors for what it's like to open your Birchbox every month. 

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The videos were all shot for 4:5 portrait viewing to maximize screen size when watching on your phone, which is how most of Birchbox's consumers would see them.

We also designed the stories to be understandable with the sound off, since that's how most people watch videos on mobile. Go ahead, try listening on mute!


Beyond the campaign's hero videos, we also created accompanying photos and Boomerang content to deepen the story across platforms. 

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The campaign was created in collaboration with Facebook Creative Shop, which provided feedback and suggestions based on their insights on the platform. 

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