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Carolina Herrera: Refill Factory

The refill, built as a factory.

The card poster.

A refillable product has to be shown as a system, not an object.

The case, the sleeve and the bullet are separate things that come apart and go back together, so the piece is staged as a line: compacts and lipsticks moving along red and navy belts, each carrying a different printed sleeve.

Repetition is doing the explaining. One case tells you nothing about a refill; a dozen of them wearing different sleeves on the same gold hardware tells you the hardware is the part you keep.

The shots

Three frames: the line, a single case with its charm, and the burst.

A production line of gold compacts and lipstick bullets on red and navy belts, branded Carolina Herrera.01
A blue and white lipstick case hanging from a gold ring charm against a red wall, a gold compact below it.02
Patterned lipstick cases on gold rings arranged as a burst on red.03
Three frames from the piece.

Elsewhere

The film is on YouTube.

Client
Carolina Herrera
Discipline
3D motion campaign

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