Tube Girl for IL MAKIAGE

For IL MAKIAGE, we wanted to focus on showing an authentic makeup experience. We leaned into the insight that tube makeup videos are trending because they combine practicality with a more relatable, “real skin” approach to beauty. As audiences shift toward everyday routines and mindful product use, seeing how products actually perform, especially applied in real time, feels both useful and authentic. Paired with close-up, TikTok-style filming, they deliver a satisfying, almost ASMR-like experience that keeps viewers hooked. We created 3 hooks to test that nod to getting ready on the tube, and also leverage AI in fun ways. Our creator had fun with the brief and delivered a really fun and unique point of view.