THE INSIGHT
If there is one thing that Star Wars fans have got down besides waiting in line for new releases, it’s dressing up in their favorite characters. In the latest trilogy of Star Wars, there was a big emphasis on feminine strength as we follow female protagonist Rei 30 years beyond the last film. So to make a big impact to honor their fans and introduce these new characters, Disney and Star Wars launched a limited collection of the dopest makeup in the galaxy. We tapped into the insight that inside all of us there is a dark side and a light.

THE WORK
To play up that strength we cast three models to wear two different looks, one light, and one dark all created by famous makeup artist Pat McGrath.

We launched with an epic film directed by Tim Richardson, filled with 3D photography and holograms. We cast Janelle Monae, one of our Covergirls, and a huge Star Wars fan to help promote the campaign. We created an immersive website with interactive how-to videos showing the dark and the light inside us all. We created an additional 10 limited edition Star Wars’ quoted mascaras that battled in an epic light saber-inspired fight. For OOH, we created motion sensored kiosk experiences so fans could use the force to shop nationwide. And the ultimate goal of any Covergirl was reached — our Stars Wars looks touched the pages of Vogue.

So are you the Dark Side or the Light?http://covergirlstarwars.tumblr.com