To showcase the mascara’s ultra black qualities the assets focused on black liquid filling the screen with the mascara then bursting through revealing the new product. Aligning with Rimmel’s branding the backdrop was their distinct red with bright and glowing motion displayed throughout assets.

The ribbon’s purpose was to utilise the whole escalator screens by having black liquid fall down the full length of the screens, solidify followed by the mascara breaking through with the product’s tagline animating in.

The challenge was to create a liquid that would seamlessly fall through over 20+ screens which were 1920x1080px each. Through leveraging 3D design tools within blender, I created a HUGE liquid asset that was placed, at an angle, below a line of cameras which represented the screens. The liquid would then fill up each camera that would then be rendered and placed into its own comp in After Effects, where the rest of the motion was built.