Pat McGrath Labs x Shop With Google

The Brief

As the social agency of record for Shop With Google, we bring the shopping tech to life through a distinct visual and tonal brand identity, compelling product education, celebrity and influencer programming, and organic growth. We also produce marquee campaigns, develop seasonal and partnership programming, and man a robust day-to-day content pipeline.

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One such marquee campaign moment was around the launch of Beauty AR, one of Google’s latest virtual try-on technologies. They hoped to spotlight the tech in partnership with Pat McGrath Labs, whose full product line had just been enabled with the feature. They looked to us to develop and cast the creative, produce the hero spot, create supporting social assets, and wrangle talent for the launch’s pop-up event in NYC.

How we did it

We developed a social-first campaign in support of Google’s Beauty AR Try-On Tool, which has just recently come to support the AR Try-On of Pat McGrath’s line of eponymous cosmetics products.

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As a part of the campaign we developed, cast and produced a hero commercial spot, supporting social assets, an influencer program in support of a pop-up commemorating the partnership (entitled The ARt of Beauty), as well as content surrounding the pop-up itself.

CUSTOM CGI PROMOTIONAL ASSETS‍

DIGITAL POP-UP PROMOTIONAL ASSETS & INFLUENCER PRE-PROMOTION

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