Film and branded content studio Bindery is behind a magical new campaign for Benefit Cosmetics US. Starring actor, comedian and social media personality Rickey Thompson, “Brow Tales” highlights the brand’s popular brow products, such as the Precisely My Brow Pencil and 24-HR Brow Setter Clear Brow Gel.
Directed by Bindery rising star Kristine Tsu, two online videos act as mini modern fairy tales encouraging self-love and confidence, and feature Thompson as a guardian archangel who offers brow affirmations to those in need of a brow pick-me-up. The work highlights Tsui’s style of injecting color and magic into ordinary circumstances. Watch below:
“Creating an unexpected world fit for Rickey’s unparalleled energy was a delight at every turn,” said Tsui. “My goal was to contrast his unapologetic affirmations against a fairytale backdrop to make spots that are a little crass, a touch weird, a ton pink and, of course, very Benefit.”
Additional elements of the campaign include in-store and retail displays at Sephora, as well as outdoor billboards that were photographed and designed in-house by Benefit Cosmetics.
Thompson is best known for his humorous videos on TikTok, Instagram and, previously, Vine. He has more than 5 million followers on Instagram, 3 million on TikTok and more than 1 million on his YouTube channel.
The videos debuted on TikTok and have amassed over 7 million views.